In our last blog-post, we had talked about the significance for monitoring user-behaviour and choosing the correct metrics to understand the in-app user activities of users for retail e-commerce apps.

Now let’s delve deeper into this topic by covering the basics first.

Whether you have a niche app like fashion & lifestyle, a marketplace app, or even a hyper-local app for that matter, this article will help you hit the right spot with a step-by-step explanation for monitoring the crucial in-app user events on your app.

Nail the basics first.

It’s advisable to begin by tracking the essential events like user installs, registrations, logins, product views, add-to-cart, searches, purchases, and other milestone events on your app. We’re sure most of you are doing this already.

But do you know what makes sense?

Defining your funnel first.

Now, every app has a different structure and specific business KPIs to meet. However, it helps to start with a general framework that covers the basic flow of key user events.

By taking the user journey in your app into account, you can neatly lay down your funnel as:



Once you’re done with setting up the funnel, it will become easier for you to focus on the most important events and monitor them closely.

Again, maybe you’re already doing that and so are the millions of e-commerce app owners out there.

But today, e-commerce app owners need to go beyond these metrics!

This brings us to the next level of discussions.

Capture Rich Data

Other than monitoring these ordinary in-app user events, you can rely on Key Value Pairs (KVPs) to capture user events, which have a higher potential for conversions. KVPs give you additional insights on user behaviour by capturing detailed observations about them.

But how?

Depending on the KPIs of your app business, define your KVPs such that they meet your business goals.

All you have to do is combine multiple parameters that are relevant to your e-commerce app and gather actionable user insights from them.

mTraction has simplified this process for the top app categories with our ‘Capture Rich Data’ feature.

This is particularly exciting for e-commerce apps as our expert Product Team has done extensive research in defining, setting up, tracking and recommending A- Category  in-app events for them.

As of now, we have 100+ KVPs available for the e-commerce apps and they’re tuned to capture critical data insights from user-behaviour on your app.

Can you imagine the scale of business benefits that can be realised by having access to user actions against every touch-point? The sky’s the limit.

What kind of valuable insights are we talking about?

Using these KVPs, you can get detailed insights on areas like:

The most view products from a category

  • Users who only buy luxury products from your app
Users who only buy products like Burberry perfumes, Louis Vuitton handbags, etc.
  • The interaction of users with your in-app content
Users viewing & sharing your in-app style snippets or curated fashion accessories.
  • Products which get the highest user ratings under a category
Nikon & Canon DSLRs may have the highest user ratings under the Camera product category
  • Users who only shop during festive season
These users mostly shop from your app during Diwali, Christmas, Women’s Day
  • The approximate shopping budget of users
Say, they’re more likely to spend within INR( 2000-4000) for home decor products

Derive reports that help you drive higher conversions

Depending on the KVPs of your choice, you can also generate multivariate reports for your e-commerce apps. These reports help you identify the major purchase trends that can lead to greater conversions.

This is the best way to tap user-behaviour and tweak your performance marketing strategy.

Getting started

All you’ve got to do is pick any two metrics or events and start collecting data on them.

In our next 3 blog-posts, we will specifically take a look at how this can be done in the case of three sub-verticals of e-commerce apps – (a) Niche Apps like Fashion & Lifestyle, (b) Marketplace Apps, and (c) Hyperlocal Apps.

Need some help in monitoring the important in-app events for your app?

We can help! Just drop me a line at 

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