Event analytics is a process used to track, analyze, and derive insights from user interactions or "events" in digital products, providing a deeper understanding of user behavior patterns and facilitating data-driven decision-making for business improvements. Unlike traditional web analytics, which focus on metrics like page views and sessions, event analytics centers on the user journey, capturing detailed interactions to create a comprehensive picture of user engagement. This approach aids teams across product, marketing, and engineering in identifying areas for product enhancement, validating hypotheses, and prioritizing features based on real user data. Effective event analytics require a strategic tracking plan, clear event taxonomy, and the integration of event properties to enrich data insights. Frameworks such as AARRR (Acquisition, Activation, Retention, Referral, Revenue) and North Star metrics help organize and prioritize tracking efforts by aligning them with business goals. By visualizing event data through tools like Mixpanel, businesses can translate findings into actionable product changes, ensuring ongoing improvement and alignment with user needs.