Quick answer
Event analytics is analysis built on events: records of individual actions, each with a name, a timestamp, the person or device that did it and properties that describe it. It counts, compares and breaks down those actions over time.
What is event analytics?
Event analytics treats every meaningful action as an event: someone signed up, added a product to the cart, exported a report, played a video. Instead of only counting pages, you count and compare actions.
The event model
| Part | Example |
|---|---|
| Name | report_exported |
| Time | 2026-11-04 09:12:31 |
| Who | Visitor, device or logged-in user ID |
| Properties | format: "csv", rows: 1200, plan: "pro" |
Names say what happened; properties say which one and how much. A tracking plan keeps them consistent across web, app and server.
Pageviews vs events
Pageview analytics answers "which pages were seen". Event analytics answers "what did people do", including actions that never load a new page: filters, video plays, in-app taps, server-side payments.
A sample analysis
Question: is the new export feature used, and by whom? Sample result for 28 days:
| Plan | Active users | Users who exported | Share | Exports per exporter |
|---|---|---|---|---|
| Free | 3,400 | 170 | 5% | 1.4 |
| Pro | 900 | 315 | 35% | 3.1 |
Exports are a Pro habit: seven times the share of free users, used three times a month. Next questions: does exporting predict retention, and should free users see a preview of it?
How to start
- List 5–10 actions tied to your goals (sign-up, activation, purchase, key feature use).
- Name them in
snake_caseand add only the properties you will break down by. - Send business facts (payments, refunds) from the server.
- Use autocapture for clicks you did not plan, and promote the useful ones to named events.
Event analytics in TapCub
All-platform analytics › Behavior › Behavior analysis takes up to 12 measurements per chart: built-ins (pageviews, visitors, sessions, bounce and engaged rate), event aggregations (total, uniques, average per person, active percent, sessions, property sum, median or 90th percentile) and formulas, with breakdowns up to three layers and comparison with a previous period. Custom events are sent with tapcub.track(name, props). See event tracking.
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Product Analyst
Focuses on event analysis, conversion funnels, and retention, using clear metric definitions and structured analysis to explain product performance.