Empowering businesses with actionable insights is key to optimizing user journeys. Event tracking in Flow Builder provided the tools needed to turn data into impactful decisions.
Flow Builder is a platform where businesses design and manage conversational experiences for apps like WhatsApp and Instagram. As conversational flows expanded, users increasingly needed ways to understand drop-off points and improve engagement. The concept of event tracking was born out of this demand for deeper insights.
After conducting interviews with stakeholders and users, Yalo discovered opportunities to create an event tracking tool that could tag specific conversational steps and collect actionable data. The MVP was built using Looker and tested with high-volume clients sending over one million messages weekly. By combining real user input and usability validation, the tool evolved into a robust feature that empowered businesses to make informed decisions.
The launch was supported by onboarding and documentation, ensuring widespread adoption across active flows.
