When it comes to solving the digital experience (DX), it's not enough to know something's up. You need to know the exact moment when things go right ... and precisely where everything goes wrong.
Finding that signal in the noise of your analytics data is hard. Simply finding answers you know must be there—somewhere—can prove a Herculean task. That's why many businesses use Customer Data Platforms like Segment or Tealium.
"CDPs" shine a spotlight on the most business-critical information by turning it into events that can be tracked in one place. Once instrumented, events are sent from the CDP to various destinations like FullStory. Then, these events—your “Custom Events”—can be easily researched and analyzed directly from within FullStory.
You read that right: As of today, your most important events can be combined with the power of FullStory. It's an exciting new feature called Custom Events—and it's available to everyone.
Let's take a closer look at how you can use FullStory Custom Events right away.
Introducing Custom Events
Here's a short video (1:44) overview about FullStory Custom Events from Hunter at FullStory. You'll get a sense for how Custom Events can surface even more insights from within FullStory:
Custom Events in Full Context: Here's How It Works
If you’ve instrumented events, once you turn on our integration with Segment or Tealium you’ll start seeing those events in your FullStory account automagically. It’s just as easy as always to find what you’re looking for. Just start typing to find sessions where a specific event happened.
Let's take an example. Imagine you’re an eCommerce company that delivers high-end fruit. As the eCom product manager, you care about conversions, so you have an “Add to Cart” event instrumented.
In FullStory you can now search for that event, as well as any properties that you’ve instrumented (E.g. fruit type, SKU, item value, return customer).
You can also build segments, on-the-fly funnels, and analytics reports that combine Custom Events data from your website with any digital interactions (Clicks, taps, URLs visited, and countless others) or heuristics (Rage Clicks!) recorded by FullStory. (More specifics on this below.)
This means you could analyze the digital experience of a segment of users who performed a Custom Event (I.e. added grapes to their cart) and experienced frustration (I.e. Rage Clicked) on the checkout page. 💥
When you need to get the context around an event, just press play on a session. The "lightning bolt" zaps ⚡ in the playback bar will denote any Custom Events you have and you can hover over them for more details.
Custom Events in FullStory ensure you can search for most important events and have the digital experience context you need to take action.
Events You Won’t Want to Miss
So, you built a segment using the data from your instrumented events and from FullStory, and you’re wondering, now what? Glad you asked!
Let’s go back to our fruit retailer example. Using your CDP and BI tools to analyze user engagement, you see that you aren’t selling as many grapes as needed to reach your goals.
That’s not good. But then, you find out you have an issue with abandoned carts. 😱
You know you have a problem, but what do you do? Your data isn’t quite ... ripe. What you need is that digital experience context from FullStory. You need to dig into what’s going wrong around your Custom Event.
Thankfully, you have FullStory, so you combine your Custom Events with FullStory DX data and build a funnel on the fly, correlating frustration signals in FullStory with Custom Events you instrument—or from your CDP. The resulting funnel will show, at a glance, where drop offs occur so you can zero in on improving conversions.
In addition, DX analytics associated with your Custom Events will be automatically surfaced helping you understand things like:
What pages in your segment are slowest
Daily, weekly, and monthly active user trends
Top error pages, and
Whether it's understanding the quantitative DX analytics associated with your Custom Events or the qualitative contextual experience you get from session replay, it's all right there, ready to put to work in FullStory.
Finally, you have all the digital intel you need to solve experience problems fast.
Events Are More Fun With Friends
We don’t have anything against attending events solo, but when it comes to Custom Events in FullStory, they’re better together.
That’s why you’ll want to take the insights you glean from analyzing Custom Events in FullStory and spread that knowledge across your team. FullStory makes this easy. Annotate specific user interactions that are noteworthy—or create a ticket to let engineering know about that hard-to-reproduce bug you uncovered.
The added context from FullStory brings real visibility (quite literally) to your customer's digital experience. Once it’s easy for everyone across your organization to know exactly “what happened”—thanks to the precision of your instrumented Custom Events and the DX context from FullStory—aligning teams around improving the digital experience is as simple as pressing play.
The Next Big Event Starts With You
Custom Events synergistically combine with your FullStory data to give you clear signal as to what your top priority should be. The result? It's that much easier to build better products and improve the digital experiences of your customers.
If you don’t currently use a CDP and all of this talk about instrumented events makes you wish that you had Custom Events of your own, fear not! Instrument your own custom events using