What are Events in Product-Led Growth Operations?

Richard Makara, CEO and Co-Founder at reconfigured

Events are actions or occurrences that happen to someone or something at a particular time. For example, a customer signs up for a product, and the date and time of sign-up are recorded as an event. Another example is a customer visiting a website and viewing different pages, which is recorded as a series of events.

The Importance of Events in Product Led Growth Operations

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.

How are Events Used in Product LED Growth Operations?

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.

Understanding the Concept of Events in Digital Product and Marketing

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.

What is an Event? 

At its core, an event is a JSON object, a JavaScript object notation containing information. It is a data structure that contains essential information, such as the event name, user ID, created date, and properties. The properties section of an event is also an object that can contain any information you want. There may be additional information, such as context and other parameters, in some cases.

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.

Event Schema:
  • Information
  • Event Name
  • User ID
  • Created Date
  • Properties (Object): Any information
  • (Optional) Context
  • (Optional) Other parameters
Setting Up Events:
  • Not automatic
  • Responsibility of the developer or marketing team
  • Track calls and identify calls must be set up
  • Example: Setting up click events in Google Tag Manager
  • Tools (Mixpanel, PostHog, Amplitude) require event processing in an understandable format
  • Importance of designing naming conventions and properties of events.

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