Techniques for processing application data are described. The techniques include transmitting packets of application data to a data management server. The data management server maintains rules that dictate where the packets go as well as what actions are taken in response to the packets. Based on the rules, the data management server transmits the packets to destinations that may perform various actions. The actions performed by destinations may include logging data received from the applications, or performing other actions such as notifying an administrator or other entity of a particular event, or the like. The described architecture decouples functions such as logging, notification, and the like from the applications for which they are performed, which provides benefits such as improved scalability, as well as removing the need for application developers to build such functionality directly into the applications. This reduces application development time and improves the robustness of application functionality.