Once you launch your product out to the world and have users using it, it’s already time to improve it.

To do so, you need to analyze your user behaviour. Why? Because data does not lie. It tells you, with precision, what users did.

This is referred to as data analysis or analytics. It consists of two steps:

With Bubble you can build products and analyze them without writing a single line of code.

If you are a founder or work in a product team, or simply want to leverage your product usage data, then this playbook is for you.

In this playbook you will learn:

Let’s get started! 🤘

Put simply, when your product is instrumented, data is flowing every time a user is using it.

There are two ways to organize of data:

Event data
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Event data describes actions performed in your product. They allow you to analyze what is happening in real time.

Event data is also called analytics data, or behaviour data.

Event data comes in json format (Javascript). For instance a user that registered for an annual plan using Facebook may trigger this data (also called “event”):

This is how an event looks like in the API

This data contains rich information about who your users are, and what they do.

If you assemble this kind of data in a proper way, there are only a few questions you can’t answer.

​Relational data
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Relation data is stored in tables. Entities are things like users, products, accounts, posts, etc.
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There is a separate table for each type of entity, and each table has columns to hold properties about the entities. Each entity has one row. In this example, entities are employees and departments.

Relational data organised in tables

In the context of a product, relation data is good for capturing current states for your users and to quickly look up information (Hello SQL 👋).

To leverage and learn from your product usage, event data is what you should use.
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The way it works is by labelling and mapping key user actions in your product to an event.
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When you define a track event for a specific action (e.g. clicking on a specific button or filling out a form) every user that performs this action gets recorded.
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The accuracy of this process will determine the accuracy of your analytics, ergo, the accuracy of your actionable insights. This is important to get right!
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The other question is how do you know what to track? You should start with your core product actions. We’ll look into this question in more detail later in this article.

Now that you know what a track event means, the question is what technology do you use to record one.
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There are four common ways to track your product today:
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Overview of the main tracking options

Today, Customer Data Platforms (CDP) are becoming more and more popular because they are enabling software companies to do business like a “pro”. In other words they enable you to record rich data about the users and their behaviours.
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It’s no surprise that revenue in the CDP industry has grown 60 % from 2019 to 2021.
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Segment is currently the industry leader in the CDP space with more than 20K companies using them. It has a marketplace full of industry leading marketing and product tools that customers can integrate with.
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Great news, Bubble has a Segment integration. As a Bubble user you won’t need any code to track your user behaviours like a pro.
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Here is how

Bubble has an incredibly easy to use integration with Segment.
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This will let you track all the events you require to get started with instrumenting your product.
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Segment Track events
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As mentioned, to understand what your users are doing, you have to track their actions.
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A best practice consists in flagging your users' more important action with a specific event. This typically includes

☝️ Note that we’re using a past tense to remove the doubt about whether the action was already performed by your users or not.
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Using a no code tool like Bubble, you won’t have to deal with code. This is how it works.
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Plug your app URL into Segment

Go on Plugins

Enter Segment Write Key in Bubble's plugin

The last step before analysing your data is tracking your user behaviour. Segment will only track what you tell it to.
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Let’s walk you through an example.
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Let’s say that you want to track how many users submitted their email on your waiting list.
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To track this in Bubble:
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Pick the action and edit the workflow

Click “Click here to add an action, ”Select “Analytics”, Click “Track an event with Segment”

💡 Pro tips: If you do not have your own standard syntax in naming data, we recommend snake_case (e.g. homepage_song_played). All lowercase removes the possibility of causing instrumentation errors.
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After you implement an event, make sure that everything is working fine and that the event you just implemented is being triggered.
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To do that:
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You should see the following page. Make sure the event you just added appears in the list and that it has some occurrences.

Here the list of events you defined is displayed

Pumping events in Segment without code feels like magic. What you just achieved is what large companies invested millions of dollars to achieve a few years ago.

Repeat this process for all the key product actions you want to track! 🔁

Naturally, you might ask yourself: “Now what? What should I do with it?”

Here is what every great company does….

You don’t need to be an analyst anymore to understand user behavior.

You also don’t need to spend hours on this.

In fact, you don’t even need to have a developer on your team.

You already have Segments in place with all the events so you’re ready to go!

Connect Segment to a relevant data visualisation tool

The analytics space can be quite confusing so we’ll clarify it for you.

Main options in the market

There are four types of data visualisation to which you can connect Segment to better understand your product:

- Business intelligence (BI) tools: they let you explore your data (usually with SQL), ex: Tableau, Looker and our personal favourite Metabase.

- Product analytics: similarly to BI tools they let you explore your data starting from hypotheses but their visualisation is tailored for product teams. They include Amplitude and Mixpanel.
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You can browse and set up your favourite tool right from the Segment destination catalog.
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For now we’ll go with June which provides plug & play reports which are relevant if you’re getting started.

Choosing the right metrics for your product is not an easy task. New metrics pop up every day but there is a set of metrics relevant for most businesses, here they are:

Active users

Active Users report from June.so

User retention

How to visualize it:

User retention report from June.so

​Feature Audit

Why it matters: Features Audit is an easy but powerful product management tool to map your features. It helps discover the features to develop or improve and focus on that matter.
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​ How to visualize it:

Feature Audit report from June.so

Here you can find more info about which metrics to track

Get these metrics with only a few clicks, just plug in your segment source in June

Add your Segment source to June

There is only one takeaway from this playbook:

If you’re building your app with Bubble you can analyse your user behaviour like a pro without any code.

To leverage event data you can connect a state of the art CDP like Segment in 2-click.

You can then forward your data to your favourite data visualization tool, again without engineering work required. Plug & play analytics tools like June can get you the main analytics for your industry within a few minutes.