The identity module in Event Taxonomy Studio exposed that our “unique users” on Android were a blend of advertising ids and wishful thinking. We published a smaller, truer number to the board. Nobody thanked us that week. The quarter after, the argument stopped.
Not all of it was comfortable
These notes refer to specific rooms at Matrix Packetcore. We kept one reservation on purpose.
Short one from Leeds: Mobile Session Craft finally explained why our DAU leapt every time a silent push fired. We turned that wake off.
A client in grocery delivery. Funnel Instrumentation was useful. The homework load in week two collided with a release freeze; we submitted a thin export and the written review was correspondingly blunt. Fair, if a little cold.
★★★★☆
Consent-Aware Streams. Clear on lawful bases. I wanted a ready-made GTM recipe; they would not write one. Still using their event-family map.
Case note: a marketplace checkout
A UK marketplace arrived with 86 checkout-related events, eleven of which fired on the same button. After Studio Pair on Event Taxonomy Studio they shipped 19 events and a property list with owners. Time-to-first-useful-funnel dropped from a fortnight of Slack archaeology to a morning.
They still disagree internally about when “payment authorised” should fire. The dictionary now records that disagreement instead of hiding it in two competing charts.
Case note: a language-learning app
Retention Literacy with a Desk Seat. Their 7-day curve looked heroic until we moved the window to match actual lesson cadence (closer to eleven days). The “habit loop” story was retired. They now report two curves: lesson completed, and lesson completed without a push in the previous hour.
