Overview
Event Analysis allows you to move beyond standard metrics like page views (PV) and unique visitors (UV) to track and measure specific and interactive actions users take within your mini programs.
You can use Event Analysis to see how users engage with your features. For example, event analytics converts user behavior into measurable data, which you can turn into actionable product and business insights to improve user experience and increase revenue.
This topic introduces the event analysis functions that are provided by the Mini Program platform, including the basic concepts and the applicable scenarios of event analysis.
Basic concepts
Events
Events record user interactions with your mini programs. When an event is triggered, the platform collects data that you can use to analyze user behavior, visualize mini-program performance, and get continuous feedback on how to improve your product strategy. For example, analyzing events of a shopping mini program helps you understand user behaviour and improve conversion rate.
Event fields
An event field is a key‑value attribute attached to an event that describes context about the user interaction.
Applicable scenarios
Event analysis on the Mini Program platform is applicable to various scenarios. The following table lists typical scenarios of event analysis of mini programs.
Scenario | Description |
Acquisition and entry points | Track how users arrive (QR scans, in-app search, menus, shared links, notifications), compare activation, bounce, and downstream conversion, and attribute traffic via scene parameters and campaign tags. |
Onboarding and first run | Analyze login/binding flows, step-level drop-offs, error codes, and permission prompts (location, camera, notifications) and their impact on core feature adoption. |
Navigation and micro-journeys | Measure page views, taps, back/exit, dwell time, scroll depth, and free-form paths to find confusing routes, dead ends, and the shortest successful journeys. |
Search and discovery | Monitor queries, zero-result rate, filter/sort usage, refinements, and recommendation exposure/click/conversion to optimize catalog and personalization. |
Content engagement | Track media plays/completions, tab switches, expandable sections, review/Q&A interactions to understand trust-building and conversion drivers. |
Commerce and transactions | Instrument add-to-cart, checkout start, address entry, payment selection, order submit, success/failure, coupon claim/apply, shipping option changes, and diagnose failure reasons to lift completion rates. |
Booking and services | For appointments/reservations, track slot search/selection, confirmations, cancellations, reschedules, and capacity-related abandonment. |
Social sharing and virality | Capture share intent/completion, opens from shares, and downstream actions to quantify viral lift and compare group vs direct shares. |
Re-engagement and retention | Evaluate subscription opt-in, send/open/click rates, post-open conversion, and cohort retention/repurchase cycles to trigger timely win-backs. |
Performance and stability | Log page load timings, API latency, timeouts, crashes/resource errors, and correlate regressions with conversion and retention. |
Device capabilities and permissions | Measure grant/deny rates and success/failure for location, camera/scanner, Bluetooth/NFC, identify OS/device clusters with issues and fallback usage. |
Customer support and post-sales | Track help entry, chat starts, resolution outcomes, ticket reopen, refunds/returns, and satisfaction signals to close service gaps. |
Risk, fraud, and trust | Detect suspicious sequences (burst claims, repeated payment failures, abnormal navigation), rate-limit hits, and coupon abuse; instrument consent and audit events for compliance. |
Monetization and ads | If applicable, measure ad fill, exposure, viewability, clicks, and revenue, and track impact on primary journeys and cohorts. |
Experimentation and iteration | Use event metrics as outcomes in A/B tests (conversion, time to task, errors, engagement) and monitor side effects like performance or navigation complexity. |
Channel attribution and ROI | Link campaigns and sources to downstream behavior, conversion, and LTV to optimize budget and placements. |
Localization and regional behavior | Analyze language selection, region-specific flows, and acceptance rates to tailor experiences. |
Platform-specific constraints | Track host app version, network type, and mini program runtime changes to understand feature availability and stability impacts. |