Offer events in product scenarios

Mobile apps often implement multi-step user scenarios, such as:

• marketing offers
• purchasing products and services
• user funnels
• process steps
• applications and approval results
• asynchronous S2S results

To analyze events in multi-step scenarios, we recommend using the Product Flow approach — instead of arbitrary custom events, use offer events marked according to the key stages of product scenarios:

• offer impression
• flow start
• intermediate steps
• final result

How offer event data is calculated

Data is sent by the SDK for each offer event. All offer events in AppMetrica are associated with users, and metrics are calculated based on this data.

Events

Event	Description
offerShown	The user saw an offer or promotion (banner, pop-up, push notification, button, card)
flowStart	The user started the product flow (activated the scenario)
flowStep	Intermediate flow step (uploading documents, selecting a plan, confirming)
flowResult	Final scenario result (success, rejection, cancellation, pending)

Metrics

Metric	Description
Offer impressions	The number of offerShown events during the reporting period
Users who saw the offer	The number of unique users who saw the offer during the reporting period
Flow starts	The number of flowStart events during the reporting period
Users who started the flow	The number of unique users who started the flow during the reporting period
Flow steps	The number of flowStep events during the reporting period
Completed scenarios	The number of flowResult events with the success status during the reporting period
Conversion offerShown → flowStart	The ratio of flowStart events to offerShown events
Conversion flowStart → flowResult	The ratio of successful flowResult events to flowStart events
Average number of steps	Average number of flowStep events per scenario

Multi-step scenarios are especially common for apps in the following industries:

• Banking
• Insurance services
• Telecom
• Booking and travel services
• Subscription services
• Delivery services
• Marketplaces
• Games

For these industries, we've prepared detailed examples of how to implement key product scenarios. See the Product flow examples section.

Migrating from custom events to Product Flow

When using custom events, you may encounter the following issues:

• The same steps have different names, making it difficult to match events.
• It's difficult to compare scenario performance.
• It's difficult to analyze conversion between stages.
• Funnels can't be built automatically.
• It's difficult to build standard reports.
• Analytics don't transfer well between teams.

If you already use custom events, you can migrate to Product Flow gradually by sending new offer events alongside your existing custom events. Offer events don't count toward the custom events limit. This lets you first verify that the migration is correct and the data is complete, and only then stop sending the corresponding custom events.

Setting up offer event sending

Setting up offer event sending using the SDK

Step 1. Activate the SDK

Make sure that the AppMetrica SDK is activated in your app:

• Android
• iOS

Step 2. Set up offer event sending using the SDK

Select the platform and integration method and set up the appropriate SDK methods:

• Android
• iOS

Checking data in reports

After setting up offer event sending, make sure the events are being received by the system. Metrics are available in the Offers report.

When building a report, you can, for example, select only users from a specific region or users who performed certain actions. You can do this using segmentation.

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