Case note · payments app
Cutting 41 event properties without losing activation
A Bangkok payments team entered Privacy-First Mobile Telemetry with a 90-property Android payload and a dashboard that nobody in support trusted. During the inventory week they discovered 19 properties were copies of device fields already available in crash logs, and 12 more were never queried.
The on-device aggregation module was the turning point: they rolled session length and screen class on the device, then shipped daily counts. Activation (first successful transfer inside seven days) stayed within two points of the old identified curve. What disappeared were city-level heatmaps the growth lead had requested but never used in a launch review.
Limitation they still live with: the studio sampling plan assumed a steadier install rate than a promotions-heavy calendar. They now recompute thresholds before large campaigns. Faculty flagged that gap in week six; the team wishes they had brought traffic seasonality on day one.