Introduction to Air360 Events

First of all, what is an event in Air360? An event can be any action that occured in your app. A few examples could be:

Signed up, Logged in, Subscribed newsletter, Placed an order,  Uploaded a picture, Visited a product, Shared a product on Twitter, Wrote a product review, Performed a search, Contacted support, Clicked a search result, Sent a message, Completed profile, etc.

The problem with analytics solutions today is they require you and your developers to explicity track these user actions/events in your application. This is often performed with a line of code that looks like this: track("ProductAddedToCart");

This traditional approach has one major drawback: you need to know beforehand what kind of user actions are meaningful so you can tell your developers what to track. This is usually what companies refer to as a tagging plan which requires you to forecast all what you want (or might want) to track and your developers add a tracking event to each action on your website or app. You face a dilemna: How to know what will be important in the future?

Let's take a concrete example. You have a mobile application that sells products. Naturally you ask your developers to track the usual suspects:

  • When a user sees a product
  • When a user adds a product to cart
  • When a user proceeds to cart
  • When a user completed a purchase

Great. You publish your mobile application and after a week, you build a funnel that might look like this.

It seems we have a huge drop between when the user proceeded to cart and completed the purchase. Naturally, you want to dig in. Problem is: No tracking is done between these events. You need to ask your developers to add a few more tracking code:

  • When the user sets payment details
  • When the user sets shipping information
  • If user used a promo code before checkout

A week later, your developer adds the tracking code and reuploads the mobile application to AppStore and/or updates your website code.

And now here comes the second problem: The tracking code will only work with future data, not past data. You have to wait for a few weeks until you get enough data in your funnel, which puts your schedule two weeks behind.

With mobile applications, the issue can be worse: During several weeks (or months), some of your users won't upgrade to your last version of your application and will keep using the old version of your app. So during this time, you will have actually 2 versions of your tracking code, measuring different things. If you build a new funnel with all your events, this funnel will be plainly wrong since some users will trigger the new events and others users wont.

So how does Air360 solves this problem?

Air360 automatically tracks every single user action in your native app or website (please read this one twice). The clear advantage is that you never have to annoy your engineers with tracking code or complicated tagging plan anymore. All you have to do is install Air360 tracking pixel or our native SDK and you're done.

After installing Air360 in your app, it will act as a flight recorder recording every single user actions. This is very powerful as you will never miss meaningful data in the future. You now have a future-proof analytics stack working for you.

At his stage, you might be thinking "OK but if Air360 tracks everything, it's going to be A LOT of data, how am I going to make sense of it?"

Actually, Air360 events not really events but simply a way to give a friendly name to a technical action that took place on your website or app. The cool thing is that to do this, no developer or engineer is required. You can do it by simple point and click.