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Tracking plans are the easiest way to organize and manage all of your customer data

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What Is a Tracking Plan?

Imagine how difficult it is to do anything at scale without a proper plan. Tracking events is no different. A tracking plan, or implementation spec, is a document (usually a spreadsheet) that helps teams successfully set up their product tracking to make data capture efficient at scale.

What Does a Tracking Plan Do?

Identifies what events to track
Clarifies where events need to go in the code base
Outlines why events are important from a business perspective

Why You Need a Tracking Plan

A tracking plan helps you prevent common issues that can wreak havoc on your data.

It avoids confusion caused by subtle differences in naming conventions
It prevents sending different properties to the same event
It aligns teams on what events are being tracked and why

Best Practices for Tracking Plan Creation

Your tracking plan should do the following:

Summarize which events and properties need to be added
Detail where in the code base they need to be added
Inform stakeholders of progress/completion
Justify why they need to be tracked

Key Steps to Create Your Tracking Plan

Select Your Tracking Events

Prioritize your list of desired events. We suggest twenty or so.

Collect all the data you want, ensuring it appears in your tools.

Validate Your Data

Add and track new events while phasing out old ones.

Change Management
Gather Buy-In

Identify key stakeholders and ask for their input

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What Does a Segment Customer’s Tracking Plan Look Like?

Mention, a competitor monitoring platform, began by analyzing their most important events in their app, mapped their tracking plan decisions to a Segment template, and then used it to guide the implementation of the tracking plan. A key element that made the tracking plan useful across multiple roles was the addition of notes to signal whether an event is ready, installed and/or tested. Mention also created documents to guide the analytics implementation, which helped make the communication between marketing, growth, and engineering seamless.

“In B2B SaaS, it’s super important to know what made [our users] sign up, whether they have any problems with the site, where the biggest opportunities are for optimization, [and] whether or not there is a problem between sign up and activation.”

Guillaume Cabane, Former VP of Growth Marketing at Mention

Get Mention’s Tracking Plan

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