Step 1 - What We Mean By "Events"

• Takeaways
• Exercise

Takeaways

1. Events represent actions that your customers do.
2. Events can represent major actions in the customer’s lifetime (Signed Up), or more minor ones (Opened an Email). Google Analytics refers to these as “macro-conversions” and “micro-conversions”.
3. Our Best Practices section has tips on the events you would want to track. Feel free to use it like a checklist, but keep in mind nothing is “required” - you should use Kissmetrics to achieve your goals.
4. There are several ways to set up your events. We will go over the specifics in additional videos.

Common terminology we use for events:

• If {X} happened, then trigger an event
• “Fire an event” or “An event was fired”
• “Trigger an event” or “An event is triggered”
• “The event occurred” or “The event happened”

Exercise