Events, people, and insights

Raw events answer "what happened"; insights answer "is it working". The analytics view has three tabs beyond traffic: Events, People, and Insights.

The event stream

The Events tab is the live feed of everything the SDK sends: pageviews and custom events with their properties. It is the debugging view; when you wire up a new track call, this is where you watch it arrive.

People

The People tab lists identified users: their traits from identify, and each person's event history. Click into a person to see their path through the product, which turns "a user reported X" into "here is exactly what they did before X".

Build an insight

Insights are saved visualizations over your events: pick a metric, a time range, and optionally a property to break down by. "Signups per day by plan" or "checkout errors this month by browser" each take a minute to build, and saved insights stay on the Insights tab for the whole team.

Funnels

Funnels measure ordered sequences: of the visitors who did step one, how many reached step two, then three. Define the steps as events and the funnel shows conversion and drop-off between each pair. Because steps are just events with properties, refining a funnel (only mobile, only the new flow) is a breakdown, not a re-instrumentation.