Custom events

What do you need Custom Events for?

Custom events are used for tracking certain user actions specified for your app.  

With standard game metrics (like level reports and in-app reports) we can measure how many players are on each level, what do they buy, how much in-game currency is spent etc. But with custom events we are also able to define how do they act on each level: what quests do they take, how much time is spent on it and so on.

Also custom events are used for conversion funnels building. With the help of the funnels you can measure efficiency of certain sequences of user actions.

Custom events allow you to track every user interaction within an app.

Custom events are also used for segmentation. 
You may group users in segments by any actions they have made. This feature is useful for detecting patterns in user-behavior of different groups.

Have a look at the interesting case how this can help the application to earn more money: find the "Segmentation by Custom Event" case on the Real Cases page.

You can set the following events for example:

  • Taps on certain menu elements
  • Quest completion
  • Character death
  • etc.

For instance, with the custom events you can measure:

  • conversion of registration form step-by-step;
  • percentage of users who have opened the shop, selected the item and bought it;
  • conversion rate for each step of tutorial;
  • how often players interact with one another or share content via social networks;
  • Push-notifications efficiency: type of messaging with better conversion rates, best  time for notifications and so on.

With the help of custom events you can define where you lose most of players and payments.

What should be tracked?

There are some standard sets of metrics that analysts recommend to track for different types of apps. We would like to describe general approach that you should use to define set of custom events for your project:

1. Define the final app goals and user actions that may indicate that the goal was reached.
2. Define sequences of user actions that help reaching final goals and mark every action in sequence as an event.
3. Define user actions that may indicate how much user is engaged and mark them as events.
4. Define technical aspects that are important to track (such as certain user settings) and mark them as events.


You can track both the fact that event occurred and its properties. Events properties are called “parameters” and you may set up to 10 parameters to each event. For example, if you set up the battle creation as an event, the parameters could be duration, map, number of players, battle mode etc.

How to use custom events correctly?

To make custom events tool more useful we recommend following guidelines when create custom events: 

Tip Why? Right Wrong
Generalize events as much as possible Following this rule allows creating correct conversion funnels and segments.
Use parameters for further detalization
Level completed Level1 completed
Events names shouldn't be set dynamically Large amount of similar event names complicates work with them.
Use parameters to store all necessary details
Rank Achieved Rank1 Achieved
Choose meaningful event names Meaningful and readable event names make work with them easier Item Bought
Level completed
Aggregate numeric parameter values into ranges Large amount of values complicates work with events.
Use ranges to store numeric values
Time Spent: 0-5, 6-10 Time Spent: 2.54, 7.29
Mark end of action as an event Large amount of similar event names complicates work with them.
Use parameters to store all necessary details
Level completed

Time Spent
Level started
Level completed


There are no limits set for the volume of the events; we'll store as much event appearances as your app will send.

But there are some limits about number of events and parameters:

  • In devtodev you can use up to 300 unique events' names.
  • Also up to 10 parameter names can be associated with any event. 

Report Building

You can either build Conversion Funnel or Custom Event reports.

How to build the Conversion Funnel report

Here you can find the instruction.

How to build the Custom Events report

To launch the report select the event by pressing the "Add event" button above the report. To set a filter to event parameters (select parameter and the value). Add up to 3 events and filters to one report. Press the "View result" button after event selection.

Dates of the event appearance are presented in the horizontal axis. Control the date range of users included in the chart by modifying the date range menu on the top right of the page. The number of the appearances of the event is presented in the vertical axis of the chart.

If you'd like to set the filter by some custom segment, press the "Add segment" button on the top right of the page and select the previously created custom segment. Here you can also compare 2 different segments with each other (select the first segment, then press "Add segment" button on the top right of the page).

And if you'd like to change the chart type, select the different visualization button above the chart:

If your report is in table mode, press "View details" to see the detailed report by parameter values:

Here you can see the distribution of custom events by values of one parameter, and also by values of two parameters (as a cross-table).

If you'd like to process data on your own, press the "Export" button, and the data will be exported in .csv format. The data in export file can be aggregated by days.

Conversion funnel
SQL Wizard