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In-app events In-app events

Tips & Guides — 07 Nov 2023

In-App Events: Understanding Their Significance and Tracking

Beyond Installs: Understanding In-App Events with Affise MMP

Traditionally, the success of a mobile app was often measured by the number of installations it amassed. However, the mobile landscape has undergone a profound transformation. It’s no longer sufficient to have users merely download your app; you want them to keep returning, engage with your app’s features, and ideally, become loyal customers.

In-app events are specific actions or sequences of actions performed by users within a mobile application. These actions can vary widely, from completing a game level to watching an ad or adding a product to the cart. They offer valuable insights into user behavior, preferences, and how users interact with your app. 

App developers keep a watchful eye on these activities, using them as valuable instruments to enhance the user experience, boost user engagement, assess performance, and identify patterns in user behavior.

Common examples of in-app events: 

  • User registration: for apps that require users to create accounts, an in-app event could be the successful registration or the completion of a user profile. 
  • Gaming milestones: in mobile games, in-app events might include completing a level, achieving a high score, or unlocking new content. 
  • Watching content: in media and video streaming apps, in-app events might include watching a specific video, liking or sharing content, or following a particular channel. 
  • Engaging with ads: in apps that incorporate advertising, interactions with ads such as ad views, ad clicks, or ad conversions can be considered in-app events.
  • Completing a task: task-oriented apps may track events such as completing a to-do list item, setting a reminder, or achieving a fitness goal in a health and fitness app.

Why is it important to track in-app events?

By tracking user actions, developers can gain insights into how users engage with their app, which features are popular, and which ones need improvement. This information can be used to make data-driven decisions on app optimization and enhancing the user experience.

The rationale behind monitoring in-app events typically aligns with specific business objectives. Nonetheless, some prevalent motivations include: 

  • Identifying which devices or platforms exhibit higher engagement for particular behaviors. 
  • Gaining insight into customer interaction with distinct app sections.
  • Evaluating the bounce rate for various app pages. 
  • Assessing user responses to new features and app updates.

Thus, you can get the following benefits from using in-app events:

  1. Enhance your app: by monitoring events like registrations or purchases, you can pinpoint which aspects of your app enjoy the highest user engagement.
  2. Acquire the ideal user base: evaluating in-app events can help you to identify your most valuable users and their actions. 
  3. Identify post-installation user actions: you can gain deeper insights into user behavior following the initial app installation.
  4. Sustain user engagement: after identifying your most valuable users, it becomes more straightforward to strategize on retaining their engagement with your app.

How to craft in-app events?

To craft in-app events that keep users engaged and satisfied, follow these steps: 

  1. Understand your audience: delve into what drives user engagement, their pain points, and the value they seek.
  2. Define goals and objectives: set clear goals and specific marketing objectives for your events. 
  3. Tailor rewards thoughtfully: align rewards with user interests and objectives. Rewards can be additional features or exclusive content.
  4. Build enjoyable experiences: create in-app events that captivate users with fun and rewarding elements. Examine the complete user experience, from the initial obstacle to the ultimate feedback.
  5. Continuously test and enhance: to guarantee event success, regularly test and refine them. This iterative process allows you to pinpoint and address event weaknesses, while monitoring user engagement and incorporating their feedback for improvements.

We’ve explored the concept of in-app, its significance, and the process of crafting them. The next step is implementing the tool and optimizing with its help. Discover how to achieve this with Affise MMP.


In-app events serve as a rich data resource for comprehending user interactions within your mobile app. By meticulously monitoring these events, you can align them with predefined Key Performance Indicators (KPIs) to determine their impact on enhancing ad revenue and expanding your customer pool. 

Affise’s Mobile Measurement Platform is an innovative solution for digital marketers, enabling them to monitor in-app events, enhance their campaigns, and increase their earnings. When advertisers provide data on events such as purchases or level achievements, Affise MMP can assist in identifying the users responsible for these actions, be it making purchases or reaching the highest levels. 

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Daria Mamchenkova

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Daria is a dedicated Content Writer driven by her passion for crafting crystal-clear articles. Her passion lies in crafting articles that unravel complex concepts and make them easily digestible for readers. She is enthusiastic about acquiring new skills. Daria loves to explore the world of affiliate marketing, helping businesses and readers understand the intricacies of this industry.

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