Product Analytics Through the Eyes of QA: From Initial Checks to AI-Powered Automation

Product analytics is the data that drives business decisions: launching A/B tests, evaluating conversion rates, and allocating budgets. But if events are sent incorrectly, all of these decisions become misleading.

In this talk, the X5 QA team will share how we built a risk-based process for validating product analytics as part of testing. We prioritized events and parameters, automated the generation of expected data and deterministic comparison against AppMetrica reports, and designed a target architecture for fast event retrieval from ADB and the iOS system console. We will also discuss the safe role of AI: generating draft contracts and automated tests, identifying coverage gaps, and diagnosing test failures.