Notes / Instrumentation

Screen events versus action events in consumer apps

21 November 2025

Developer workstation used while deciding event types

Automatic screen tracking is convenient and noisy. Action events are sparse and meaningful. Funnels that mix screen_viewed with checkout.submitted in one family will show drop-off that is really a difference in firing rules.

Keep them adjacent, not merged

Our house model allows a content family for opens and a separate transact family for submits. Navigation can live as screen events with a dedicated prefix if you truly need heatmaps. Do not put both under user_did_something.

Consumer apps specifically

Background refresh, picture-in-picture, and system share sheets all generate screen noise. If you count those as “engagement”, your board pack will look healthier than retention. Event Family Studio week one includes a filter: which names would you defend in front of a sceptical CFO?

If you only instrument screens, you cannot teach action taxonomy later without a dual period. Start with the actions that move money or trust, then add screens as a layer — not the other way around.