marketingskills/skills/analytics/references/event-library.md

Event Library Reference

Comprehensive list of events to track by business type and context.

Contents

• Marketing Site Events (navigation & engagement, CTA & form interactions, conversion events)
• Product/App Events (onboarding, core usage, errors & support)
• Monetization Events (pricing & checkout, subscription management)
• E-commerce Events (browsing, cart, checkout, post-purchase)
• B2B / SaaS Specific Events (team & collaboration, integration events, account events)
• Event Properties (Parameters)
• Funnel Event Sequences

Marketing Site Events

Navigation & Engagement

Event Name	Description	Properties
page_view	Page loaded (enhanced)	page_title, page_location, content_group
scroll_depth	User scrolled to threshold	depth (25, 50, 75, 100)
outbound_link_clicked	Click to external site	link_url, link_text
internal_link_clicked	Click within site	link_url, link_text, location
video_played	Video started	video_id, video_title, duration
video_completed	Video finished	video_id, video_title, duration

CTA & Form Interactions

Event Name	Description	Properties
cta_clicked	Call to action clicked	button_text, cta_location, page
form_started	User began form	form_name, form_location
form_field_completed	Field filled	form_name, field_name
form_submitted	Form successfully sent	form_name, form_location
form_error	Form validation failed	form_name, error_type
resource_downloaded	Asset downloaded	resource_name, resource_type

Conversion Events

Event Name	Description	Properties
signup_started	Initiated signup	source, page
signup_completed	Finished signup	method, plan, source
demo_requested	Demo form submitted	company_size, industry
contact_submitted	Contact form sent	inquiry_type
newsletter_subscribed	Email list signup	source, list_name
trial_started	Free trial began	plan, source

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Product/App Events

Onboarding

Event Name	Description	Properties
signup_completed	Account created	method, referral_source
onboarding_started	Began onboarding	-
onboarding_step_completed	Step finished	step_number, step_name
onboarding_completed	All steps done	steps_completed, time_to_complete
onboarding_skipped	User skipped onboarding	step_skipped_at
first_key_action_completed	Aha moment reached	action_type

Core Usage

Event Name	Description	Properties
session_started	App session began	session_number
feature_used	Feature interaction	feature_name, feature_category
action_completed	Core action done	action_type, count
content_created	User created content	content_type
content_edited	User modified content	content_type
content_deleted	User removed content	content_type
search_performed	In-app search	query, results_count
settings_changed	Settings modified	setting_name, new_value
invite_sent	User invited others	invite_type, count

Errors & Support

Event Name	Description	Properties
error_occurred	Error experienced	error_type, error_message, page
help_opened	Help accessed	help_type, page
support_contacted	Support request made	contact_method, issue_type
feedback_submitted	User feedback given	feedback_type, rating

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Monetization Events

Pricing & Checkout

Event Name	Description	Properties
pricing_viewed	Pricing page seen	source
plan_selected	Plan chosen	plan_name, billing_cycle
checkout_started	Began checkout	plan, value
payment_info_entered	Payment submitted	payment_method
purchase_completed	Purchase successful	plan, value, currency, transaction_id
purchase_failed	Purchase failed	error_reason, plan

Subscription Management

Event Name	Description	Properties
trial_started	Trial began	plan, trial_length
trial_ended	Trial expired	plan, converted (bool)
subscription_upgraded	Plan upgraded	from_plan, to_plan, value
subscription_downgraded	Plan downgraded	from_plan, to_plan
subscription_cancelled	Cancelled	plan, reason, tenure
subscription_renewed	Renewed	plan, value
billing_updated	Payment method changed	-

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E-commerce Events

Browsing

Event Name	Description	Properties
product_viewed	Product page viewed	product_id, product_name, category, price
product_list_viewed	Category/list viewed	list_name, products[]
product_searched	Search performed	query, results_count
product_filtered	Filters applied	filter_type, filter_value
product_sorted	Sort applied	sort_by, sort_order

Cart

Event Name	Description	Properties
product_added_to_cart	Item added	product_id, product_name, price, quantity
product_removed_from_cart	Item removed	product_id, product_name, price, quantity
cart_viewed	Cart page viewed	cart_value, items_count

Checkout

Event Name	Description	Properties
checkout_started	Checkout began	cart_value, items_count
checkout_step_completed	Step finished	step_number, step_name
shipping_info_entered	Address entered	shipping_method
payment_info_entered	Payment entered	payment_method
coupon_applied	Coupon used	coupon_code, discount_value
purchase_completed	Order placed	transaction_id, value, currency, items[]

Post-Purchase

Event Name	Description	Properties
order_confirmed	Confirmation viewed	transaction_id
refund_requested	Refund initiated	transaction_id, reason
refund_completed	Refund processed	transaction_id, value
review_submitted	Product reviewed	product_id, rating

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B2B / SaaS Specific Events

Team & Collaboration

Event Name	Description	Properties
team_created	New team/org made	team_size, plan
team_member_invited	Invite sent	role, invite_method
team_member_joined	Member accepted	role
team_member_removed	Member removed	role
role_changed	Permissions updated	user_id, old_role, new_role

Integration Events

Event Name	Description	Properties
integration_viewed	Integration page seen	integration_name
integration_started	Setup began	integration_name
integration_connected	Successfully connected	integration_name
integration_disconnected	Removed integration	integration_name, reason

Account Events

Event Name	Description	Properties
account_created	New account	source, plan
account_upgraded	Plan upgrade	from_plan, to_plan
account_churned	Account closed	reason, tenure, mrr_lost
account_reactivated	Returned customer	previous_tenure, new_plan

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Event Properties (Parameters)

Standard Properties to Include

User Context:

user_id: "12345"
user_type: "free" | "trial" | "paid"
account_id: "acct_123"
plan_type: "starter" | "pro" | "enterprise"

Session Context:

session_id: "sess_abc"
session_number: 5
page: "/pricing"
referrer: "https://google.com"

Campaign Context:

source: "google"
medium: "cpc"
campaign: "spring_sale"
content: "hero_cta"

Product Context (E-commerce):

product_id: "SKU123"
product_name: "Product Name"
category: "Category"
price: 99.99
quantity: 1
currency: "USD"

Timing:

timestamp: "2024-01-15T10:30:00Z"
time_on_page: 45
session_duration: 300

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Funnel Event Sequences

Signup Funnel

1. signup_started
2. signup_step_completed (email)
3. signup_step_completed (password)
4. signup_completed
5. onboarding_started

Purchase Funnel

1. pricing_viewed
2. plan_selected
3. checkout_started
4. payment_info_entered
5. purchase_completed

E-commerce Funnel

1. product_viewed
2. product_added_to_cart
3. cart_viewed
4. checkout_started
5. shipping_info_entered
6. payment_info_entered
7. purchase_completed