Analytics Events: The Foundation of Data-Driven Decisions

Analytics events are the building blocks for understanding user behavior across your digital products. In today's data-driven environment, meaningful events unlock insights that drive product development, marketing strategies, and business growth.

Eventer helps engineering teams, analytics experts, and product stakeholders collaborate on a unified analytics implementation. Define events once and deploy them consistently across Google Analytics, Mixpanel, Amplitude and other platforms—ensuring reliable data integrity across your organization.

How Events Work in Eventer

Eventer isn't an event collection service - it's a powerful system for defining, organizing, and generating type-safe event implementations. Our approach gives you complete control over where your events go while ensuring consistency and quality:

  • Define Once, Use Anywhere: Create your event catalog in Eventer, then implement it with any analytics platform - even custom in-house solutions.
  • Own Your Data: Events are sent directly to your preferred analytics platforms - Eventer never collects or processes your tracking data.
  • Type-Safe Implementation: Our generated SDKs ensure your events are tracked consistently and correctly across all platforms.

Recommended Event Structure

While Eventer gives you complete flexibility, we recommend these event design principles for maximum analytical value:

  • Focus on meaningful user actions that represent clear intent
  • Include contextual properties that explain where, why, and how the action occurred
  • Organize events around user journeys rather than technical implementations
  • Keep event names stable and meaningful for non-technical stakeholders
  • Use typed properties to ensure data quality and consistent analysis

Event Implementation Examples

Here's how different teams might define and implement events for their analytics needs:

User Engagement Tracking

For product teams monitoring feature adoption

  • Page viewed with URL and referrer data
  • Feature interaction with usage context
  • Time spent on specific sections
tracker.track(new PageViewed('/dashboard', 'organic'))

Conversion Funnel Analysis

For marketing teams optimizing acquisition

  • Sign-up flow progression steps
  • Subscription plan selection
  • Payment completion with plan details
tracker.track(new SubscriptionStarted('pro_monthly', 'campaign_spring'))

E-commerce Performance

For revenue optimization

  • Product viewed with category and pricing
  • Cart additions with product details
  • Purchase completion with order value
tracker.track(new OrderCompleted('ORDER-123', 99.99, ['shirt', 'shoes']))

Technical Advantages for Development Teams

Eventer's approach provides significant benefits for engineering workflows and data quality:

  • Compile-Time Validation: Catch tracking errors during development, not in production.
  • Version Control for Events: Track changes to your analytics implementation alongside your code.
  • Cross-Platform Consistency: Use the same event definitions across web, iOS, Android, and backend services.
  • Developer-Friendly Implementation: Intellisense support for events and properties in your IDE.
  • Selective Routing: Configure which events go to which analytics destinations without code changes.

Event Design Best Practices

  1. 1

    Focus on User Journeys

    Design your events around complete user workflows rather than isolated actions.

    Examples:

    • Track 'Checkout Completed' with order details rather than separate steps
    • Capture contextual data that explains why an action was taken
  2. 2

    Standardize Naming Conventions

    Use consistent naming patterns that work across analytics platforms.

    Supported Naming Conventions:

    SCREAMING_SNAKE_CASE
    snake_case
    PascalCase
    camelCase
    TRAIN-CASE
    kebab-case

    Examples:

    • Google Analytics: page_viewed, order_completed
    • Mixpanel: Page Viewed, Order Completed
  3. 3

    Separate Dynamic Values into Properties

    Keep event names stable and put variable data into properties.

    Examples:

    • Instead of: Purchase_2025-01-24
    • Use: Purchase with a Date property set to 2025-01-24
  4. 4

    Design for Analysis

    Think about the questions your data needs to answer when designing events.

    Examples:

    • Include success/failure status in form submission events
    • Add referrer information to conversion events

Frequently Asked Questions

What makes Eventer different from implementing analytics directly?

Eventer provides type safety, centralized event definitions, and the ability to route events to different destinations without code changes. This creates a single source of truth for analytics across your organization.

How does Eventer help with cross-team collaboration?

Marketing teams can access the data they need without developer intervention, while engineers maintain control over implementation quality. The shared event catalog creates alignment on metrics across departments.

Can Eventer work with our existing analytics setup?

Yes! Eventer integrates with popular analytics platforms like Google Analytics, Mixpanel, Amplitude and others. You can gradually migrate existing events or start with new tracking implementations.

How does Eventer improve data quality?

By enforcing consistent event structures through type-safe SDKs, Eventer eliminates common sources of bad data like typos, inconsistent naming, or incorrect property types.