[UPDATED] How to Track In-App Events: Guide For Singular Attribution Customers

This guide applies to new Growth Plan customers. For other customers, the process is slightly different as events are not added automatically to the Events page (see step 5 below). We are in the process of rolling out this feature to all customers.

By tracking the right in-app events in your app, you can measure the success of your organization's marketing efforts through the KPIs that are important to you.

To track events, you need to:

  • Define a list of events that you want to track.
  • Then, as you integrate the Singular SDK or S2S in your app, include code to send the chosen events to the Singular servers when they occur.
  • Make sure your events appear in the Events page in the Singular UI. Standard events are added to the page automatically, but if you use custom events you will have to add them manually.

Follow the guide below for detailed instructions.

Guide for Marketing and User Acquisition Teams

Use Singular as your attribution partner (MMP).

Step by Step


Understand In-App Events and Attributes

In-app events are any interactions the end-user has with your product, such as signups, logins, items being added to the shopping cart, level-ups in gaming apps, and more.

Before your organization starts integrating the Singular SDK or S2S, think of the KPIs you want to measure, and list the in-app events that will help you measure them.

Singular supports a variety of standard events. These events are commonly supported by ad networks for reporting and optimization. We recommend using standard events whenever possible.

With each event you track, you can pass various attributes. See the recommended standard attributes per event.

Create a List of Standard Events to Implement

List the events you want to track and the attributes you want to track for each event.

To help you get started, we have compiled a list of commonly used events per vertical, including the recommended attributes to pass.

For example, for ecommerce apps, we recommend implementing events such as Product View, Add To Cart, and Checkout.

(Optional) Add Custom Events if Needed

Depending on your app's content and your marketing needs, you may find that you want to track in-app events that do not easily map to any of the Singular standard events. In that case, you can define your own custom events.

Custom events will be measured in Singular reporting. Depending on the ad network, you may or may not be able to use them for optimization.

Note: Even if you define custom events, we still recommend using standard attributes wherever possible to pass data with the event. This will help ad networks report on your attributes. Standard attributes will also be reported by Singular in the near future.


Implement Selected Events in SDK

Once your development team has the list of events and attributes, they can incorporate the events into the Singular SDK integration.

The goal is for your app to report every chosen event as it happens to the Singular servers, so that:

  1. Singular can aggregate and analyze the information for you.
  2. Singular sends automatic postbacks to ad networks about events in your app (see the Postbacks FAQ for more information).

The development team should use the events implementation guide for the appropriate SDK/S2S. It is part of the integration guide for each SDK/S2S. The guide describes how to implement both standard events and custom events (if you are using them).

Note that the standard event/attribute names may vary a little per platform, e.g. sngLogin instead of sng_login, depending on the platform's guidelines for entity names. Each SDK's guide links to an up-to-date list of standard events available in the specific platform and their names as they need to appear in the code.

Event Implementation Guides per SDK:

iOS SDK: Tracking Events & Revenue Singular S2S Integration: Tracking Events
Android SDK: Tracking Events & Revenue Flutter Integration
Unity SDK: Tracking Events & Revenue mParticle Integration
React Native SDK: Tracking Events & Revenue Segment SDK Integration
Unreal Engine SDK: Tracking Events & Revenue Segment S2S Integration

After SDK Integration: Make Sure Events are Auto-Added in Events Page

To see data about events in your reports, the events need to be defined in the Events page (Settings > Events).

If you used standard events in the SDK integration, once your app starts sending these events to  Singular, they are added automatically in the Events page.

Singular creates two events in the page for each event sent by the SDK: a unique event and a non-unique event (see: What is a unique event?). These are different ways of measuring campaign performance and you may need one or both of the versions. You can delete the version you don't need.

By default, Singular also adds CPE measuring (Cost per Event - see explanation) for each event. You can edit the event to remove CPE measuring if you don't need it.


  • Unless you are an enterprise customer, the Events page is limited to 12 events. Therefore, Singular can only add up to 6 of your SDK events automatically (unique + non-unique version for each event = 12).
  • If you remove an event, Singular won't re-add it automatically, but you can always re-add it manually.

(For Custom Events) Add Events Manually to Events Page

If your SDK sends custom events to Singular, they are not added automatically to the Events page. You have to add them manually by clicking New Event and defining the event details.