What is an In-App Event?

An in-app event is an action that a user performs in an app after installing it. While in theory, any activity is an in-app event, app owners usually define only those actions that have value for their business as an in-app event. These might be events that indicate a deeper level of engagement with the app, or transactions that create revenues for the app owner, for example:

• completion of the tutorial or the onboarding process
• registration of an account
• sign-up for a newsletter
• adding a product to the cart
• purchasing a product (including an IAP)