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marketingskills/skills/analytics-tracking/references/event-library.md
Corey Haines 98e74b79d7 Refactor remaining skills for progressive disclosure 
Phase 2 refactoring of skills >500 lines and medium-sized skills:

- paid-ads: 553 → 297 lines
  - Extract ad-copy-templates.md, audience-targeting.md, platform-setup-checklists.md

- analytics-tracking: 541 → 292 lines
  - Extract ga4-implementation.md, gtm-implementation.md, event-library.md

- ab-test-setup: 510 → 264 lines
  - Extract test-templates.md, sample-size-guide.md

- copywriting: 458 → 248 lines
  - Extract copy-frameworks.md (headline formulas, section types)

- page-cro: 336 → 180 lines
  - Extract experiments.md (experiment ideas by page type)

- onboarding-cro: 435 → 218 lines
  - Extract experiments.md (onboarding experiment ideas)

All skills now use progressive disclosure with references/ folders,
keeping SKILL.md files focused on core workflow while detailed
content is available when needed.

Co-Authored-By: Claude Opus 4.5 <noreply@anthropic.com>
2026-01-26 16:59:23 -08:00

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Event Library Reference

Comprehensive list of events to track by business type and context.

Marketing Site Events

Navigation & Engagement

Event Name Description Properties
page_view Page loaded (enhanced) page_title, page_location, content_group
scroll_depth User scrolled to threshold depth (25, 50, 75, 100)
outbound_link_clicked Click to external site link_url, link_text
internal_link_clicked Click within site link_url, link_text, location
video_played Video started video_id, video_title, duration
video_completed Video finished video_id, video_title, duration

CTA & Form Interactions

Event Name Description Properties
cta_clicked Call to action clicked button_text, cta_location, page
form_started User began form form_name, form_location
form_field_completed Field filled form_name, field_name
form_submitted Form successfully sent form_name, form_location
form_error Form validation failed form_name, error_type
resource_downloaded Asset downloaded resource_name, resource_type

Conversion Events

Event Name Description Properties
signup_started Initiated signup source, page
signup_completed Finished signup method, plan, source
demo_requested Demo form submitted company_size, industry
contact_submitted Contact form sent inquiry_type
newsletter_subscribed Email list signup source, list_name
trial_started Free trial began plan, source

Product/App Events

Onboarding

Event Name Description Properties
signup_completed Account created method, referral_source
onboarding_started Began onboarding -
onboarding_step_completed Step finished step_number, step_name
onboarding_completed All steps done steps_completed, time_to_complete
onboarding_skipped User skipped onboarding step_skipped_at
first_key_action_completed Aha moment reached action_type

Core Usage

Event Name Description Properties
session_started App session began session_number
feature_used Feature interaction feature_name, feature_category
action_completed Core action done action_type, count
content_created User created content content_type
content_edited User modified content content_type
content_deleted User removed content content_type
search_performed In-app search query, results_count
settings_changed Settings modified setting_name, new_value
invite_sent User invited others invite_type, count

Errors & Support

Event Name Description Properties
error_occurred Error experienced error_type, error_message, page
help_opened Help accessed help_type, page
support_contacted Support request made contact_method, issue_type
feedback_submitted User feedback given feedback_type, rating

Monetization Events

Pricing & Checkout

Event Name Description Properties
pricing_viewed Pricing page seen source
plan_selected Plan chosen plan_name, billing_cycle
checkout_started Began checkout plan, value
payment_info_entered Payment submitted payment_method
purchase_completed Purchase successful plan, value, currency, transaction_id
purchase_failed Purchase failed error_reason, plan

Subscription Management

Event Name Description Properties
trial_started Trial began plan, trial_length
trial_ended Trial expired plan, converted (bool)
subscription_upgraded Plan upgraded from_plan, to_plan, value
subscription_downgraded Plan downgraded from_plan, to_plan
subscription_cancelled Cancelled plan, reason, tenure
subscription_renewed Renewed plan, value
billing_updated Payment method changed -

E-commerce Events

Browsing

Event Name Description Properties
product_viewed Product page viewed product_id, product_name, category, price
product_list_viewed Category/list viewed list_name, products[]
product_searched Search performed query, results_count
product_filtered Filters applied filter_type, filter_value
product_sorted Sort applied sort_by, sort_order

Cart

Event Name Description Properties
product_added_to_cart Item added product_id, product_name, price, quantity
product_removed_from_cart Item removed product_id, product_name, price, quantity
cart_viewed Cart page viewed cart_value, items_count

Checkout

Event Name Description Properties
checkout_started Checkout began cart_value, items_count
checkout_step_completed Step finished step_number, step_name
shipping_info_entered Address entered shipping_method
payment_info_entered Payment entered payment_method
coupon_applied Coupon used coupon_code, discount_value
purchase_completed Order placed transaction_id, value, currency, items[]

Post-Purchase

Event Name Description Properties
order_confirmed Confirmation viewed transaction_id
refund_requested Refund initiated transaction_id, reason
refund_completed Refund processed transaction_id, value
review_submitted Product reviewed product_id, rating

B2B / SaaS Specific Events

Team & Collaboration

Event Name Description Properties
team_created New team/org made team_size, plan
team_member_invited Invite sent role, invite_method
team_member_joined Member accepted role
team_member_removed Member removed role
role_changed Permissions updated user_id, old_role, new_role

Integration Events

Event Name Description Properties
integration_viewed Integration page seen integration_name
integration_started Setup began integration_name
integration_connected Successfully connected integration_name
integration_disconnected Removed integration integration_name, reason

Account Events

Event Name Description Properties
account_created New account source, plan
account_upgraded Plan upgrade from_plan, to_plan
account_churned Account closed reason, tenure, mrr_lost
account_reactivated Returned customer previous_tenure, new_plan

Event Properties (Parameters)

Standard Properties to Include

User Context:

user_id: "12345"
user_type: "free" | "trial" | "paid"
account_id: "acct_123"
plan_type: "starter" | "pro" | "enterprise"

Session Context:

session_id: "sess_abc"
session_number: 5
page: "/pricing"
referrer: "https://google.com"

Campaign Context:

source: "google"
medium: "cpc"
campaign: "spring_sale"
content: "hero_cta"

Product Context (E-commerce):

product_id: "SKU123"
product_name: "Product Name"
category: "Category"
price: 99.99
quantity: 1
currency: "USD"

Timing:

timestamp: "2024-01-15T10:30:00Z"
time_on_page: 45
session_duration: 300

Funnel Event Sequences

Signup Funnel

  1. signup_started
  2. signup_step_completed (email)
  3. signup_step_completed (password)
  4. signup_completed
  5. onboarding_started

Purchase Funnel

  1. pricing_viewed
  2. plan_selected
  3. checkout_started
  4. payment_info_entered
  5. purchase_completed

E-commerce Funnel

  1. product_viewed
  2. product_added_to_cart
  3. cart_viewed
  4. checkout_started
  5. shipping_info_entered
  6. payment_info_entered
  7. purchase_completed
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