Understanding user behavior is essential for businesses aiming to optimize their online presence and drive growth. Event-based analytics is the method of analyzing interactions between users and your website/app i.e ultimately an interaction with your product.

Our system is highly capable of tracking each and every event (such as page views, clicks, form submissions, purchases, etc.) happening on your website in real time, along with every minor to minor attributes. But as a customer data platform, our work is not completed just by tracking the events.

NotifyVisitors provides advanced analytical dashboards with trends, graphs, KPIs, comparison tables, and more to analyze the tracked events. With event analytics, you can monitor how users engage with your website, mobile app, or campaigns, allowing you to make data-driven decisions to improve your website/product and ultimately your conversion rate.

By tracking specific actions, such as form submissions, or purchases, businesses can uncover user preferences, identify pain points, and discover engagement patterns. This data-driven approach enables marketers and product managers to make informed decisions that enhance user experience.

In this article, we’ll explore multiple options to analyze events performed by users.

Navigation

To analyze events in NotifyVisitors, follow these step-by-step instructions to access and configure the event analysis features:

Navigate to the NotifyVisitors console. From the left-side menu, click on "Analytics" and select the "Events" tab. With this, you’ll enter the event analytics page where you need to select an event and other filtration options for your analysis.

Selecting analysis criteria

1. Set date range: Use the date picker to define the time period for your analysis, such as the last 7 days or a custom range.
2. Select an event: Choose a specific event from the list, such as "Add to Cart" or "Page View," to focus your analysis.
3. Apply attribute filters (Optional): Filter the event data by attributes like user demographics or device type to narrow down your analysis.
4. Choose trend type: Click the ‘Select Trends’ dropdown to filter your analytics based on following metrics:

• Total Events – This metric counts the total number of times an event has been triggered, regardless of how many users or sessions were involved. 
• Unique Sessions – This represents the number of distinct sessions in which an event occurred. A session starts when a user interacts with the site and ends when there is a timeout or exit.
• Unique Users – This metric tracks the number of distinct individuals who performed the event at least once within the selected timeframe.

For example: Consider a user browsing an e-commerce site. In the first session the user adds items to the cart three times. Later in the day (second session), the user adds two more items to the cart.

The metrics for this scenario would be:

• Total Events = 5 (3 + 2 actions)
• Unique Users = 1 (only one user performed the action)
• Unique Sessions = 2 (one in the morning, another later in the day)

Aggregate Data: 

Alternatively, you can also analyze events based on aggregate values, such as:

• Sum: Total value of a numerical property.
• Average: Mean value of a property.
• Minimum/Maximum: Lowest or highest value of a property.
• Median: Middle value of a property.
• Percentiles: Value below which a percentage falls.
• Distinct Count: Number of unique values for a property.

Click here to understand each aggregate property in detail.

Once you’ve selected your preferred options, click "View Details" button to access in-depth analytics or "View Logs" button to view the logs of your event data.

For the purpose of explanation, we’ve selected ‘Add to Cart’ event and ‘Total Events’ from the trends dropdown. Let’s dive into analytics.

Analyzing event data

After clicking "View Details," on the right side you’ll see KPIs such as:

• Unique Events: The number of distinct instances of the event.
• Total Events: The total number of times the event occurred.

If, in case you’ve selected unique session, unique users, or an aggregate property to analyze events, then these KPIs will show you the same.

Next, scroll down to access comprehensive analytics with multiple tabs, each offering unique perspectives on your event data. Below is an explanation of each tab and its associated tools:

Trends

The Trends tab visualizes how the selected event performs over time, through line or bar chart. Above the chart, you can view indicators like total events, and average daily events performed.

The chart displays event frequency across different time intervals. You can select the time interval such as hourly, daily, weekly, monthly, or annually from the ‘Split By’ dropdown. This helps you identify patterns, i.e, peaks, and drops in user activity.

For our example case, you might observe higher "Add to Cart" events during specific hours, indicating peak shopping times. This tab is crucial for understanding past trends and optimizing campaign timing.

Alternatively, if you’ve selected ‘Unique users’ or 'Unique sessions’ or any of the aggregate properties from the configuration options, then this graph will show you the same.

Attributes

The Attributes tab allows you to analyze events based on attributes, such as language, traffic source, page URL, and more, including any of your custom attributes as well.

For instance, if we select language, a bar chart will appear displaying event distribution across languages, comparing which language groups have performed event the most. This insight helps tailor content to specific audience groups, enhancing engagement.

You can hover over each attribute bar to view the number of events performed.

In a similar way you can also compare unique users, unique sessions, and any aggregate property based by splitting them through attributes.

Sessions

The Sessions tab offers a clear and insightful way to track user activity on your website or app by breaking down each day into intervals of time. Specifically, it divides the day into six 4-hour intervals, called "sessions" (e.g., 12 AM–4 AM, 4 AM–8 AM, and so on). 

For each session, the table shows the total number of events (such as ‘Add to Cart’ in our example case) performed by users during that time window. The table uses a color gradient to highlight event volume: darker cells indicate a higher number of events during that session. This visual feature lets you instantly recognize peak activity periods without digging into the numbers.

By hovering over any cell in the table, you can compare the number of events in that session to the total events for the entire day. This provides context, showing you how significant each session’s activity is relative to the day’s overall performance.

Additional charts

The Sessions tab doesn’t stop at the table, it also includes several charts to give you a deeper understanding of user behavior:

• Time of the day: This chart breaks down event distribution across the day, showing trends like spikes during specific hours or quieter periods, helping you pinpoint optimal times for engagement.

• New vs. returning users: This compares the number of events performed by new users (first-time visitors) versus returning users (those who’ve visited before).

• Timespent before event: This chart reveals the time users spend on your site or app before completing an event, like making a purchase.

• Page views before event: This shows how many pages users view before triggering an event. If it’s a high number, it could mean users are researching extensively or struggling to find what they need.

You can also view the above graphs for unique users, unique session, or aggregate properties.

Sessions tab gives you a window into when and how users engage with your platform, empowering you to optimize everything from user experience to business strategy.

Technographics

The Technographics tab offers insights into the technical environment of events, including platforms, browsers, PWA/TWA, and operating systems. You can use the ‘Split By’ dropdown to select your comparing technology.

For instance, if you select platform, the bar chart will compare event counts across platforms like website, iOS app, Android app, and mobile site, revealing which platforms drive the most activity. This information is vital for optimizing technical performance and prioritizing specific technical enhancements.

App

The App tab offers a detailed analysis of user interactions within your mobile application, allowing you to compare number of events, unique sessions, unique users, or aggregate properties of events across various technical dimensions. With dropdown menus, you can select your platform (either Android or iOS) and then use the "Split By" dropdown to choose a specific metric for comparison, such as SDK Version, App Version, OS Version, Make, or Model. 

For example, the bar chart above displays event counts for the Android platform, split by SDK Version, showing 52 events for SDK 5.5.0, 47 events for SDK 5.4.8, and 49 events for SDK 5.4.6. 

This section provides granular metrics on app performance, enabling you to understand user behavior, identify trends, and optimize app-specific features for a better user experience.

Geography

The Geography tab analyzes events based on users’ geographical locations, using a global map and pie chart to show event distribution by country. The darker the colour on the global map, the higher number of events being performed in the region.

You can also use the split by dropdown to view city-wise analytics.

This helps identify high-performing regions and tailor strategies to specific markets, such as localized promotions or content.

UTM

The UTM tab compares events based UTM parameters. By analyzing events linked to specific UTM sources, mediums, or campaigns, you can measure the effectiveness of your marketing efforts and optimize future campaigns for better results.

You can use the split by dropdown to select a specific UTM parameter for comparison. This section shows a bar chart and a table for comparing the parameters.

Conclusion

Our event analytics equips businesses with a powerful suite of tools to deeply understand user interactions and enhance their online strategies. With multiple analytics options such as, Trends, Attributes, Sessions, Technographics, App, Geography, and UTM, you can comprehensively analyze total events, unique users, unique sessions, and multiple aggregate properties of events, such as sum, average, minimum/maximum, median, percentiles, and distinct count. 

This multifaceted approach enables you to uncover actionable insights, optimize user experiences, and refine marketing efforts, ultimately driving higher engagement and conversions with data-driven precision.