Understanding Data in Woopra

Understanding how Woopra ingests, structures and reveals data is an important step to ensuring users gain the most value possible out of the platform.

Event properties, Visit properties, and User properties are the foundation of the user's Woopra data structure. It’s imperative to understand the differences between them when building behavioral reports to get a better insight into the product. We recommend putting together a robust plan of what event and user properties are important and working with developers on implementing custom tracking to capture these data points.

Event Data

Evn data consists of every behavioral event the user sets up to be tracked in Woopra. This could include events such as:

  • blog post views
  • payments
  • signups
  • logins, and so on

Essentially, any event that a user or customer performs is considered an event. These are completely customizable based on the integrations installed or can be custom events that align with the unique customer journey.

Not sure how to begin tracking event data in Woopra? Check out our Getting Started Guide or consult with your developers to determine which custom events make the most sense for your business.

Event Properties

Tracking events in Woopra is a great start, but, wouldn’t it be helpful to know a little more about each event the customers take? In practice, when a user performs the event “pageview,” users can find out what page was viewed, how long the customers there, what device was used, and so on.

This is where event properties come into play. Think of event properties as specific attributes that provide additional details for each event you’re tracking.

For example, users may want to track every time a customer makes a payment; one could send the “Payment” event to Woopra, along with associated properties such as:

  • payment amount
  • user plan or package
  • payment option (e.g., credit card, Paypal, ACH), and so on.

Applying Event Properties

Event Properties can be leveraged in Woopra’s behavioral segments and analytics reports when a specific event the user wants to take a closer look at is defined. For instance, if they are looking at the payment event discussed above, the user can select “Plan equals Enterprise” as a property defining this event. Woopra would return all users/events matching this constraint.

Visit Data

Another important concept to keep in mind when analyzing events in Woopra is visit data and visit properties.

Visit properties define the current state of a customer active session whenever the session is being performed. Examples of visit properties are:

  • customer location
  • the platform a customer is on while engaging with the product
  • browser

Woopra tracks all visit properties out of the box and users can find the full list of all visit properties being tracked by Woopra here.

Applying Visit Properties

Similarly to event properties, visit properties can help users to be more specific in defining an event they want to analyze. For example, applying visit properties, one can see all the customers who’ve made a payment from the US when the visit property constraint is set to “Country is USA.” Alternatively, if a user doesn’t want to select a particular event, but wants to analyze a specific visit property, selecting USA as a visit property will show all the customers from the United States who’ve engaged with the product.

User Data

User data can be any information you want to track about your customers:

  • Name
  • Email address
  • Company
  • Role

User Properties

User properties define a customer's current state and help users segment customers by their firmographic, demographic, or behavioral attributes. Examples of user properties could be the email address, their company, age, gender, the original referrer, or any other attribute that defines the customer and helps the user to understand their personas better. Unlike visit properties, most of user properties don’t change dynamically and reflect the state of a customer, not their session.

User properties in Woopra can help answer the following questions:

  • How many people from company X have engaged with my product in the last 30 days?
  • How many people older than 30 years old have made a purchase on my website within the last year?
  • Are user’s with a Marketing title more likely to convert than those whose title contains Sales?
  • Are users who originally came to my website from Google Adwords more engaged with my product than those who came from Facebook ads?

User properties can be leveraged in Woopra’s Segmentation filters to define a behavioral audience you want to analyze. More on Woopra’s segmentation can be found here.