From metrics to events: How to build the best tracking schema for you

Designing an effective event schema involves prioritizing critical metrics and minimizing unnecessary data collection to enhance product and marketing analytics. Timo Dechau, a specialist in tracking and analytics systems, emphasizes the importance of defining events from a business perspective rather than just an application level, focusing on overarching performance metrics and identifying a North Star metric. A metrics tree, which serves as a growth model, helps visualize the relationships between various metrics, distinguishing between component and influence relationships. By building a metrics tree and leveraging event data, businesses can efficiently track key metrics without overwhelming themselves with excessive data. This approach not only simplifies the introduction of new metrics but also allows for the flexibility to modify the metrics tree as needed. The process, though initially complex, can be completed within weeks and enables immediate data gathering to report on essential metrics.