Adtech terms simply explained by our in-house experts

What Are In-App Events?

In-app events are “actions” that users perform on your app. App developers track and monitor these actions so that they can be used as a tool to optimize the user experience, increase stickiness within their app, measure performance, or find trends in user behavior.  

Some examples of in-app events are, in-app purchases, app opens, level completion, or even finished tutorials. Any tracked action within an app can be defined as an in-app event.

Key Takeaways
  • In-app events can be used as a guide to optimize users’ in-app experience and achieve better results
  • In-app events provide vital information about the user, such as whether in-app purchases have been made or how far the user has progressed in games
  • When setting in-app events, it is important to make sure that they align with your business goals

Why Is It Important to Track In-App Events?

The reason for tracking in-app events will often depend on the set business goal. However, some of the most common reasons include:

  • Measure how often users take a particular action.
  • Identify which devices or platforms are used more for certain behavior.
  • Understand customer engagement with different parts of your app.
  • See what actions users take immediately after installing the app.
  • Identify the bounce rate for different pages of your app.
  • Understand the lifetime value of a customer.
  • Determine how users react to new features and updates within your app.

Examples of In-App Events and Their KPIs

Purchase (Revenue)

This can be used to track how many purchases are made in your app and what revenue they generate. To do this, you can set a custom event to track when users buy an item. This information is used to identify patterns of paying users or to help app marketers decide whether they should cut their losses and monetize those users with ads, as opposed to exclusively by IAP.

Not only do they give developers the tools to determine how to monetize a user, but they also help them calculate ROAS or payer rate. These are two important KPIs used by app publishers to make decisions about user acquisition.

Time Spent on App (Engagement)

If you’re looking for ways of keeping users engaged with your mobile app over a period of time, tracking their average daily or weekly usage is important for understanding whether or not they return after downloading the app initially.

App publishers use events like session time to track this information. These events can help advertisers determine how positively users are experiencing their app. For example, if advertisers see a decrease in session times after increasing the frequency of ads served, this event is a good indicator that it might be time to optimize their UX or re-evaluate the number of ads being shown. 

App Opens (Returning Customers)

If you’re looking to increase customer loyalty, tracking how often users open your app is a good way of measuring it. By setting up the app open event, app marketers are able to track their user retention rate. This is done by comparing the total number of app opens to the total number of users acquired in that same cohort. 

young man outdoors looking down at his phone

4 Benefits of Tracking In-App Events

1. Improve Your App

To get the most from your mobile app, you’ll need to ensure it meets user expectations and provides a value proposition for them. By tracking events such as registration or purchases, you can find out which features of your app are being used most by users, what needs improving, and how they react to new updates within the app. 

2. Get the Right Users

Measuring events can help you to identify who your most valuable users are and their behavior. For example, knowing which customers stick around the longest, return regularly, and make a purchase each time they open up your app will give you an idea of those that fit into this category as well as those that don’t.

3. Retain Your Users

Once you know who your most valuable users are, it becomes much easier to work out how to keep them engaged with your app. Offering rewards to the users who aren’t likely to make a purchase can help give them a premium experience, resulting in longer-term engagement. 

 4. Determine Which Actions Users Take After Installing the App

By tracking events such as level completion, you can better understand what occurs after a user has downloaded your app for the first time. Do users tend to play until a certain level and then drop off? Is the level too hard? Or are there too many ads? This could cause the user to lose interest in the game.


In-app events are a valuable source of data for understanding how users interact with your mobile app. By tracking various in app events, you can measure them against specific KPIs to see if they’re helping you boost your ad revenue and grow your customer base. When advertisers share events like purchases or level completions, adjoe can help by identifying which users make purchases or complete the most levels. Learn more about how you can optimize your campaigns with adjoe.


What Are In-App Events?

In-app events are the actions that users take while using an app. For example, they could include making a purchase, sharing content, or playing a certain level within a game.

Why Is It Important to Track In-App Events?

By tracking in-app events, you can learn what current users do within your app and how they interact with it. This information is then analyzed to give marketers a better understanding of their customers, as well as the ability to improve specific parts of the app so that users continue using it for longer.

What Are Examples of In-App Events?

Some examples of in-app events include logging into the app, making a purchase, completing a level, and viewing specific content such as posts, images, or tutorials.

Know the Ins and Outs of Adtech

Visit Our Blog