Behavioural data.
WHAT AN EVENT REPRESENTS
An action taken, at a time, by someone.
WHAT EVERY EVENT NEEDS
A name, from a defined set A timestamp An identifier for the actor Properties describing the action A session or context identifier
WHY A DEFINED SET OF NAMES
Ad hoc naming produces hundreds of near-duplicate events nobody can use.
WHAT A TRACKING PLAN IS
A document defining every event, its properties, and when it fires.
WHY IT IS ESSENTIAL
Without it, instrumentation drifts and analysis becomes impossible.
WHAT IDENTITY RESOLUTION REQUIRES
Linking anonymous activity to a known user after they sign in.
WHAT THAT INVOLVES
An anonymous identifier, and a mapping created at sign-in.
WHAT TO RETAIN
Both identifiers on every event.
WHAT SESSIONISATION IS
Grouping events into sessions bounded by inactivity.
WHAT TO DEFINE
The inactivity threshold, consistently.
WHAT FUNNELS REQUIRE
Ordered steps, with a defined window.
WHAT TO BE CAREFUL WITH
Client-side collection, which is blocked and lost frequently Bot traffic inflating counts Duplicate events from retries
WHAT TO PREFER FOR ANYTHING FINANCIAL
Server-side events, which are not blocked or forged.
