App Events Best Practices Guide

App Events allow you to measure the performance of your app using Facebook Analytics for Apps, measure conversions associated with Facebook ads, and build audiences to acquire new users as well as re-engage your existing users.

How to Use This Guide

Prior to writing any code to integrate App Events, we recommend spending a little time to think about the key events that you want to log within your app and what parameters associated with those events you will want to collect. This document will serve as a starting point for developers and marketers to help determine what events and parameters should be logged with App Events.

Learn about the differences between events and parameters
Find the example app most similar to your app and use it as guide for determining what events and parameters to log but feel free to add additional custom events and parameters that make sense for your app
Create a finalized list of events and parameters relevant to your app
Integrate app events based on your list using the platform documentation below:
- iOS
- Android
- Games on Facebook
- Unity
- API
Finally, don't forget to verify your events and parameters before you submit an update to the Google Play or iOS App Store using verification steps detailed in the above platform specific docs

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Events Versus Parameters

A typical area of confusion for developers ecountering app events for the first time is the difference between events and parameters.

An event is an action that a person takes in your app like Achieved Level, Added to Cart, or Purchased
A parameter is a specific data point for an event like Level 3 or $3.72

For instance Achieved Level is an event and Level 3 and Score are two parameters that can be associated with that event.

The maximum number of different event names is 1,000. Note that events can’t be removed and no new event types will be logged once this cap is hit. Read more about event limits in the FAQ.

App Events Sample Apps by Category

We've created some recipes for different types of apps in order to make it easier for you to see how you can use App Events in your app.

E-Commerce and Retail
Travel (Hotel)
Travel (Flight)
Gaming (Casual)
Gaming (Strategy)
Gaming (Casino)

It is important to note that these guides should be used as a starting point for your app and should be customized. Each of the example apps provides a screen by screen breakdown of the different events and parameters that can be collected. At the end of each section there is a table that lists the recommended events and parameters for each app. And, if required, you can create your own events and parameters.

E-Commerce/Retail Sample App

E-Commerce/Retail Objectives

Understand conversion flow through app
Retarget users that have abandoned their cart
Find new users through lookalikes of high value users

Example E-Commerce App

E-Commerce/Retail Recommended Events and Parameters

Event Name	Predefined	Suggested Parameters
App Install	Yes
Launched App	Yes
Searched	Yes	`SearchString`
Viewed Content	Yes	`ContentID`, `Content Type`, `Description`, `Currency`, `valueToSum`
Added to Wishlist	Yes	`ContentID`, `Content Type`, `Description`, `Currency`, `valueToSum`
Added to Cart	Yes	`ContentID`, `Content Type`, `Description`, `Currency`, `valueToSum`
Initiated Checkout	Yes	`ContentID`, `Content Type`, `Description`, `Currency`, `valueToSum`
Added Payment Info	Yes
Purchased	Yes	`ContentID`, `Content Type`, `Description`, `Currency`, `valueToSum`, `Number of Items`

Travel (Hotel) Sample App

Hotel Objectives

Understand conversion flow through app
Retarget users that have abandoned their cart
Find new users through lookalikes of high value users

Example Hotel App

Event Name	Predefined	Suggested Parameters
App Install	Yes
Launched App	Yes
Searched	Yes	`SearchString`, `Check in Date`, `Check out Date`, `Number of Rooms`, `Advanced Booking Window`, `Number of Nights`
Viewed Content	Yes	`SearchString`, `Content ID`, `Location`, `Check in Date`, `Check out Date`, `Currency`, `valueToSum`,`Number of Rooms`, `Advanced Booking Window`, `Number of Nights`
Initiated Checkout	Yes	`Content ID`, `Currency`, `valueToSum`, `Location`, `Check in Date`, `Check out Date`, ,`Number of Rooms`, `Advanced Booking Window`, `Number of Nights`
Added Payment Info	Yes
Purchased	Yes	`Content ID`, `Currency`, `valueToSum`, `Location`, `Check in Date`, `Check out Date`, ,`Number of Rooms`, `Advanced Booking Window`, `Number of Nights`

Travel (Flight) Sample App

Product and Marketing Objectives

Understand conversion flow through app
Retarget users that started a checkout but did not purchase
Find new users using lookalikes of high value or frequent purchasers

Event Name	Predefined	Suggested Parameters
App Install	Yes
Launched App	Yes
Searched	Yes	`Origination City`,`Destination City`,`Departure Date`,`Return Date`,`Class`,`Number of Passengers`, `Advance Booking Window`
Viewed Content	Yes	`Origination City`, `Destination City`, `Depature Date`, `Flight Number`, `Number of Passengers`, `Class`, `Currency`, `valueToSum`,`Content Type`
Initiated Checkout	Yes	`Outbound Origination City`, `Outbound Destination City`, `Return Origination City`, `Return Destination City`,`Class`, `Currency`, `valueToSum`
Added Payment Info	Yes
Purchased	Yes	`Outbound Origination City`, `Outbound Destination City`, `Return Origination City`, `Return Destination City`,`Class`, `Currency`, `valueToSum`

Gaming (Casual) Sample App

Product and Marketing Objectives

Understand the most popular items being purchased in-app as well as hardest levels to complete
Retarget users that never completed the tutorial and have not played a level
Find new users using lookalikes of high value or frequent purchasers

Example Casual Game App

Event Name	Predefined	Suggested Parameters
App Install	Yes
Launched App	Yes
Completed Registration	Yes	`Registration Method`
Completed Tutorial	Yes	`Description`, `Content Type`, `Tutorial Step`
Achieved Level	Yes	`Level Number`, `Score`
Unlocked Achievement	Yes	`Description`, `Content Type`
Initiated Checkout	Yes	`Content Type`, `Content ID`, `Currency`, `valueToSum`
Purchased	Yes	`Content Type`, `Content ID`, `Currency`, `valueToSum`
Purchase Cancelled	Yes	`Content Type`, `Content ID`, `Currency`, `valueToSum`
Invite	No	`Number Invited`
Request	No

Gaming (Strategy) Sample App

Product and Marketing Objectives

Understand the most popular items being purchased in-app as well as hardest levels to complete
Retarget users that never completed the tutorial and have not played a level
Find new users using lookalikes of high value or frequent purchasers

Example Strategy Game

Event Name	Predefined	Suggested Parameters
App Install	Yes
Launched App	Yes
Completed Registration	Yes	`Registration Method`
Spent Credits	Yes	`Content Type`, `Level Number`
Achieved Level	Yes	`Outcome`, `Level Number`, `Score`, `Prizes Earned`
Unlocked Achievement	Yes	`Achievement Type`, `Achievement ID`, `Description`
Completed Tutorial	Yes	`Description`, `Content Type`, `Tutorial Step`
Initiated Checkout	Yes	`Content Type`, `Content ID`, `Currency`, `valueToSum`
Purchased	Yes	`Content Type`, `Content ID`, `Currency`, `valueToSum`
Purchase Cancelled	Yes	`Content Type`, `Content ID`, `Currency`, `valueToSum`
Join Group	No	`Content Type`, `Level Number`
Create Group	No	`Group Name`, `Group Logo`, `Group Description`, `Group Type`, `Group ID`

Gaming (Casino) Sample Apps

Product and Marketing Objectives

Understand the most popular items being purchased in-app as well as hardest levels to complete
Retarget users that never completed the tutorial and have not played a game
Find new users using lookalikes of high value or frequent purchasers

Example Casino Game App

Event Name	Predefined	Suggested Parameters
App Install	Yes
Launched App	Yes
Completed Registration	Yes	`Registration Method`
Achieved Level	Yes	`Content Type`, `Level Number`
Unlocked Achievement	Yes	`Achievement Type`, `Achievement ID`, `Description`
Initiated Checkout	Yes	`Content Type`, `Content ID`, `Currency`, `valueToSum`
Purchased	Yes	`Content Type`, `Content ID`, `Currency`, `valueToSum`
Purchase Cancelled	Yes	`Content Type`, `Content ID`, `Currency`, `valueToSum`
Invite	No	`Number Invited`
Request	No

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