Events are an essential aspect of product led growth operations because they record what has happened. This record is the foundation for analytics and tracking, allowing businesses to understand their customers better and make informed decisions. Furthermore, events are often used to track customer behavior, which can help businesses understand their target audience and improve their products and services.
Events are used in product led growth operations in various ways. One of the primary ways is event tracking, which is the process of recording events and using them to gain insights into customer behavior. For example, businesses may track the number of website visits, page views, and customer actions on their websites.
Another way events are used in product led growth operations is through analytics tools. These tools help businesses analyze events to gain insights into customer behavior, such as the pages they visit, how long they stay on a website, and their actions.
Despite the importance of events in product led growth operations, some limitations exist. One of the main limitations is that events cannot be edited. This means that once an event has happened, it cannot be changed or edited. Another limitation is that most analytics tools can only provide data for the past 90-120 days due to the large volume of events.
Events in digital products and marketing can seem confusing, but they are pretty simple once you understand the concept. Events come from various sources, such as your website, product, and systems, such as Intercom, Drift, or HubSpot. They can also come from intense third-party signals like Bombora or G2.
Designing and Setting Up Events One of the key points to understand about events is that they don't just happen automatically in your product. It is up to you or your developers to go into the product, set up the track calls, and identify calls. In some cases, marketing folks might go into Google Tag Manager to set up various click events, such as "OK button clicked" or "sign up track event." The critical thing to note is that you have to do the work to set up these events.
Tools like Mixpanel, PostHog, and Amplitude can't just magically understand events; they have to be processed into a format that these tools can understand. It is crucial to design and figure out events' naming conventions and properties.
Leave your email and we'll send you occasional, honest
promo material and more relevant content.