Concepts

OwlMetry's data model is built around a small set of composable primitives. Events capture what happened, metrics measure how long things take, funnels track multi-step conversions, and experiments let you compare variants. Everything is scoped to projects and apps, secured by API keys, and filterable by data mode.

Understanding these concepts will help you instrument your app effectively and get the most out of the dashboard and CLI.

• Events — The core data unit. Every interaction, error, and state change becomes a structured event with log levels, session tracking, timestamps, deduplication, and custom attributes. Events are the foundation that metrics and funnels build on.
• Structured Metrics — Lifecycle operations (start/complete/fail/cancel), single-shot measurements, duration tracking, and aggregation queries. Use metrics to track performance-critical operations like API calls, image uploads, or checkout flows.
• Funnels — Multi-step conversion tracking with open and closed analysis modes, drop-off rates, and experiment segmentation. Funnels answer "where are users dropping off?" and "which variant converts better?"
• A/B Experiments — Client-side variant assignment with persistent storage and automatic event tagging. Assign variants, measure impact through funnel segmentation, and ship the winner.
• Projects & Apps — How projects group apps across platforms, bundle ID validation, and auto-created client keys. A single project can have iOS, Android, web, and backend apps — all sharing the same dashboard.
• Authentication & API Keys — Passwordless email auth, client vs agent keys, permissions, team roles, and invitations. Client keys are for SDKs (write-only), agent keys are for the CLI and API (read/write).
• Data Mode — Filtering between production and development data across the dashboard, CLI, and API. Keep debug noise out of production views without losing visibility into dev builds.