What should you really track? And how?

Dear Data-Traveller, please note that this is a Linkedin-Remix.

I posted this content already on Linkedin in May 2022, but I want to make sure it doesn´t get lost in the social network abyss.

For your accessibility-experience and also for our own content backup, we repost the original text here.

Have a look, leave a like if you like it, and join the conversation in the comments if this sparks a thought!

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Some time ago, I revisited the way I was designing tracking setups. There were three things evident after all the implementations:
– the implementation part takes ages, and dev teams are often frustrated by the tedious work
– even with excellent planning, small stuff was missing, and the motivation to do another round of implementation at -20
– because of the mass of events (20+), product and marketing teams didn’t know where to start

So I did technically solid plans, but there was an issue at the root. That got me thinking.

The outcome of this internal brainstorming was a three-layer approach – the classic divide and conquered game (if things are too hard, split it up until it becomes easy).

#1 Business core events – these are your holy grail events – just 8-12 – but covering the essential steps of the customer journey

#2 Product events – how users are using product features. Important when teams are working on specific product features. But not all the time. So you can make a 50:50 decision if you put them in your tracking plan (the import features, for example).

#3 UX events – how do users interact with the frontend precisely. An underestimated category that helps UX teams to run better experiments. No place in the tracking plan and an excellent case for auto-tracking.

I did a video about this and got plenty of good reactions, which showed that I might hit a general problem here.

And I also got in touch with Shelly Eisen-Livneh – which was funny since especially #3 (but also #2) is ideally suited for Heap.

And she asked if she could do a write-up and mix it with her thoughts. And the result is excellent.

Suppose you are struggling with getting an idea of what you should track. Read her guide. And get the spreadsheet – it’s a super valuable resource.

Link to Shelly’s Blogpost