To effectively analyze user behavior in Airbridge, it is essential to have appropriate event definitions and event taxonomies tailored to the specific industry of the service. Consult the recommended event taxonomy for the commerce services.
Note
Before you continue reading on, you may need a basic understanding of Airbridge events. Refer to the following articles for more information.
The following article from the developer guide is for developers.
Users conduct various actions until they make the purchase. Such actions include engaging with ads, checking product information, adding items to their wishlists, and more. User drop-off is frequent, even during the payment process. For example, some users drop off while filling out the required information on the order page.
Before defining Airbridge events for your commerce app, it's important to understand your app's typical user journey. Collecting the recommended Airbridge events for commerce apps will help answer the following questions:
How much revenue has been generated by users who were acquired by certain ad campaigns?
At which stage did users drop off?
What are the products that users are most interested in?
Which products in shopping carts or wishlists are unpopular?
Below is the recommended event taxonomy for commerce apps. The event taxonomy may vary depending on the typical user journey and the product item type.
The Install, Deeplink Open, and Open events don't require any taxonomy setup for Airbridge to collect them, as the events are automatically collected once the Airbridge SDK is installed.
For the full list of Standard Events, refer to this article.
Defining Custom GroupBys
By configuring the Custom GroupBys, you can collect more information using the Action and Label. Refer to the example below.
Define the Action and Label to collect information such as the product item name, product ID, and product category. Use an underscore (_) or hyphen (-). For example, laptop-110-electronics.
Configure the Custom GroupBy using underscore (_) or hyphen (-) that you used in the previous step.
By using the Custom GroupBys as in the Actuals Report, you can view the data by the product item name, product ID, and category.
You can identify the users who signed up after installing the game and measure their user retention.
You may define the Action or Label to collect the platform from which the user signed up. You can use the attribute "Is First Event per User ID By Client," to collect information that can tell whether the sign-up was the first sign-up event.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {The platform from which the user signed up} |
Value | - |
Attribute | - |
Trigger | When the "Sign-up complete" message is displayed |
You can identify the users who signed in and measure their user retention.
You may define the Action or Label to collect the platform from which the user signed in.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {The platform from which the user signed in} |
Value | - |
Attribute | - |
Trigger | When the user completes sign-in |
You can identify the product items searched for by the users who opened the app through ads and learn which items the users are interested in.
You may define the Action or Label to collect the search keywords.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {Search keyword} |
Value | - |
Attribute | - |
Trigger | When the search results are displayed to the user |
You can measure the number of users who viewed the home screen.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {The name of the stock item or the finance product item the user viewed} |
Value | - |
Attribute | - |
Trigger | When the user views the home screen |
You can identify the product item lists viewed by the users who opened the app through ads.
You may define the Action or Label to collect information on the product item list the user viewed.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {The product item list the user viewed} |
Value | - |
Attribute | - |
Trigger | When the user viewed the product item list |
You can identify the product items viewed by the users who opened the app through ads.
You may define the Action or Label to collect the information on the product items. You can also collect the product price information as Value.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {Payment method}, {The name of the product item the user viewed} |
Value | {Product price} |
Attribute | - |
Trigger | When the user views the product item page |
You can identify the product items added to the wishlist by the users who opened the app through ads and learn which items the users are interested in.
You may define the Action or Label to collect information on the users added to their wishlists.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {The category of the product item added to the wishlist} |
Value | {The product price of the product item that is added to the wishlist} |
Attribute | List ID, Currency, Total Quantity, Product ID, Product Name, Product Category ID, Product Category Name, Product Price, |
Trigger | When the items are added to the wishlist |
You can identify the product items added to the shopping cart by the users who opened the app through ads and learn which items the users are interested in or which items stayed for a long time in the cart but wasn't purchased.
You may define the Action, Label, Value, and Attribute to collect information on the product items the users added to their shopping carts.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {The category of the product item that is added to the cart}, {Brand name of the product item added to the cart} |
Value | {The price of the product item added to the cart} |
Attribute | Cart ID, Total Quantity, Currency, Product ID, Product Name, Product Price, Product Quantity, Product Currency, Product Category ID, Product Category Name, Product Brand ID, Product Brand Name |
Trigger | When an item is added to the cart |
The payment page is where users enter the required information to purchase products. You can measure the drop-off rate of users who have navigated to the payment page.
You may use the attributes to collect information on product items that the user intended to purchase.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | - |
Value | - |
Attribute | Currency, Total Quantity, Product ID, Product Name, Product Category ID, Product Category Name, Product Price, Product Currency, Product Quantity |
Trigger | When the user navigates to the payment page |
You can measure the revenue generated by users acquired by different ads. Based on the aggregated revenue data, you can also measure metrics such as LTV and ROI or optimize your ad campaigns.
You may define the Action or Label to collect information on the payment method or the category of the purchased item. To measure sales performance, the purchase amount shall be collected as Value. You can also use the Semantic Attributes to collect more information about the purchase.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {{Payment method}, Category of the purchased item} |
Value | {Purchase amount} |
Attribute | Currency, Transaction ID, Product name, Product ID |
Trigger | When the user makes the purchase |
To accurately calculate the revenue amount, the refund amount must be subtracted from the total purchase amount.
You may define the Action or Label to collect information on the payment method and the category of the purchased item that is canceled. The canceled amount shall be collected as Value.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {Payment method}, {Category of the purchased item that is canceled} |
Value | {Purchase amount that is canceled} |
Attribute | Transaction ID, Currency, Product ID, Product Price, Product Quantity |
Trigger | When the purchase amount is refunded after order cancelation |
Attention
The Order Cancel event (
airbridge.ecommerce.order.canceled) shall be defined so that the Transaction ID is collected as semantic attributes. The Transaction ID of the Order Cancel event must match the Transaction ID of the Order Complete event (airbridge.ecommerce.order.completed).For more details on defining the Order Cancel event, refer to this article.
You can collect information on users who invited friends to the app or who used the sharing feature to share a promo campaign or content.
You may define the Action or Label to collect the promo campaign or content name the user shared. You can also use Attributes to collect additional information.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {The promo campaign or content name the user shared} |
Value | - |
Attribute | Description, Shared Channel |
Trigger | When the user generates a link for sharing |
If necessary, define additional Custom Events other than the events listed below to collect them.
You can identify the items deleted from the cart by the users.
You may define the Action or Label to collect information on the stock items or finance product items the users added to their wishlists.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {The category of the item deleted from the cart} |
Value | - |
Attribute | - |
Trigger | When the items are deleted from the cart |
You can identify the coupons received by the users.
You may define the Action or Label to collect information on the coupon type and how the user received the coupon. You can also use the Semantic Attributes to collect more information about the coupon, such as the discount rate, product items that can be purchased with the coupon, and more.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {Coupon type}, {How the user received the coupon} |
Value | - |
Attribute | discount_rate, coupon_available_group |
Trigger | When the user received the coupon |
You can measure the impressions received for a promo page.
You may define the Action or Label to collect information on the promo page type. You can also use the Semantic Attributes to collect more information about the promo, such as the description of the promo page, the location of the promo page within the app, and more.
Event Component |
Description |
|---|---|
Category |
|
Action, Label | {Promo page type} |
Value | - |
Attribute | Description, Location |
Trigger | When the user viewed the promo page |
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