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Marketing Analytics LMS

Case 3: Exploring Individual User Properties & Events

Case 3: Exploring Individual User Properties & Events

Section titled “Case 3: Exploring Individual User Properties & Events”

Starting Point

Section titled “Starting Point”

List of persons who visited a specific landing page

The Exploration Process

Section titled “The Exploration Process”

1. Click on a random user

Section titled “1. Click on a random user”
  • Example: User 019aa46d-692b-767e-abcc-545fb24ed44f
  • Opens person profile page

2. Review Properties tab (default view)

Section titled “2. Review Properties tab (default view)”

Standard Browser Properties:

  • $initial_host: landing.fh.co
  • Latest subdivision 1 name: Georgia
  • Latest timezone: America/New_York
  • Latest viewport height: 871
  • Latest viewport width: 411

Marketing/Attribution Properties:

  • ad_id: 120233281654680682
  • adset_id: 120233281060550682
  • aff_sub: fb (Facebook traffic identifier)
  • affid: 1000
  • campaign_id: 120233281060520682
  • fbp: fb.1.1764081009618.5799537734763449309 (Facebook pixel)
  • utm_id: 120233281060520682_v2_s03_e342

Landing Page Source (full URL with all parameters):

  • Shows complete landing URL with all UTM parameters and tracking codes

Session Properties:

  • first_seen_at: 2025-11-25T14:34:25.573Z
  • tid: 1 (tracking ID)

3. Navigate to Events tab

Section titled “3. Navigate to Events tab”
  • Shows chronological list of all events for this user
  • 196 entries in this example

Event Examples Discovered:

  • Web vitals (technical performance metrics)
  • fb_params (Facebook tracking - technical, not critical for analysis)
  • conv_landing_page_view (the entry point event)
  • landing_cta_clicked_finish-cta (user clicked main CTA)
  • landing_cta_clicked_question4-1 (quiz/questionnaire interaction)
  • landing_cta_clicked_question3-1
  • landing_cta_clicked_question2-1
  • landing_cta_clicked_question1-3
  • landing_cta_clicked_hero-cta (hero section CTA)
  • achieve_screen_viewed (conversion screen)
  • achieve_screen_answered (user interaction on conversion screen)

4. Understanding the funnel from events

Section titled “4. Understanding the funnel from events”
  • Landing page view → Quiz questions → CTA clicks → Achievement screen
  • Each event tells part of the story
  • No need to ask developers about the flow - it’s visible in the data

5. Navigate to Recordings tab

Section titled “5. Navigate to Recordings tab”
  • Can watch actual session recordings
  • See what user did visually

Key Insights

Section titled “Key Insights”
  1. Properties validate expectations: You expect Facebook ad data if running FB campaigns - and there it is (ad_id, campaign_id, fbp)
  2. Events reveal funnel structure: By scrolling events, you understand that this landing page has a quiz flow with multiple questions before the final CTA
  3. No documentation needed: Don’t need to ask “which events track CTA clicks?” or “what’s our funnel?” - just look at user data
  4. Different landing pages = different events: You notice that not all landing pages might have the same events (quiz vs. no quiz), which you discover organically

Principles Applied

Section titled “Principles Applied”

Tool Features Discovered

Section titled “Tool Features Discovered”
  • Person profile with multiple tabs (Properties, Events, Recordings, Exceptions, Surveys, Cohorts, Related groups, Feature flags, History)
  • Search and filter options for properties
  • “Hide PostHog properties” and “Hide null values” filters
  • Chronological event listing with timestamps
  • Property types clearly labeled (STRING, NUMBER)
  • Icons indicating property sources (🏁 for initial properties)
Section titled “Navigation”