Track & Capture Plan
EPICA utilizes event-based tracking pixels in order to capture, gather and consolidate all the data your users generate with every action they do on the digital channels.
What actions should you track?
You should track any event (action) that is essential in order to complete a process within your app or website: completing the sign-up, progressing through the application, or making a purchase within the app.
Keep in mind the importance of that event depending on the business objectives, for example, to make a retargeting campaign is more relevant to know that a user saw a product and capture the name of the product, its category, and other relevant properties than capturing when a user visited the blog or made a comment.
- Why it is important to capture events
Imagine that you have a local business where you offer a variety of products, 1000 people enter daily, but only 100 of them buy a product, we have no way of knowing if the other 900 who entered the premises were interested in the product or just walked around out of curiosity, we only know that they did not buy anything ...
Fortunately nowadays, using data analysis we can know which users were interested in a product, perhaps which decided to put it in the cart and then they regretted or simply entered through curiosity, this way, of the 900 who did not buy any product we can know that 200 or 300 can be potential customers in the future and we have the ideal product to sell them knowing what they are interested in. All these thanks to the events we captured when the user browsed the website.
Every track call records a single user action. We call these “events”. We recommend that you make your event names human-readable so that everyone on your team (even you, after all that caffeine) can know what they mean instantly.
Do not use nondescript names like Event 12 or TMDropd. Instead, use unique but recognizable names like Video Recorded and Order Completed.
We recommend event names built from a noun and past-tense verbs.
We have standardized a series of reserved event names that have special semantic meaning. We map these events to tools that support them whenever possible. For example:
- E-Commerce Events
- Booking / Hotel Events
- Telco Events
- Video Events
- Ecommerce Standard Events Dictionary (GA - Facebook)
- Travel Events
Properties are extra pieces of information you can tie to events you track. They can be anything that will be useful while analyzing the events later. We recommend sending properties whenever possible because they give you a more complete picture of what your users are doing.
Check out Events docs for properties specific to individual reserved events.
- Implementation principles
- Think about the “critical routes” or “business events” that you want to capture from the user.
- All user actions performed must be new events, that is user clicks, entries to sections, records.
- Include “Event properties” to describe attributes of the same action, that is: subcategories, source, channel, etc.
How to track events
Check the documentation about tracking events here.