Step 1 – Plan which events to track

When planning which events to track, first answer these questions

  • What are the objectives?

    Think about your business goals and strategies to determine the purpose of the data you want to extract from the events sent to Journey Analytics. For example, optimizing customer retention, increasing conversions, expanding business leads, growing revenue or enhancing usability.

  • Which data enables you to achieve these objectives?

    Think about the kind of information that could be sent from your website that would enable you to achieve these business objectives. You can track anything that anyone does in your website and anything that happens at any specific point in time.

  • Write It Down:

    Each business objective is typically comprised of a series of events that lead up to a target event, such as a purchase. We recommend sending an event for each stage of a user's journey (funnel) through your website. List the events and the data properties that could be sent to Journey Analytics at various stages of your users' experience.


Events represent the path which users follow through your site.

Examples of typical paths could be:

  • eCommerce: search → view_product_details → add_to_cart → click_checkout → purchase.
  • Gaming: login → start_game → level_up → purchase_bonus_item.
  • Media&Publishing: view_homepage → view_article → click_video → video_completed.


Journey Analytics supports events with up to 1,000 custom properties, and automatically enriches them with additional properties that are often used.

Events by industry

We've created a list of recommended events and properties to implement for each industry. For information about them, see Industry events and reports.