B2B SaaS Tracking Schema

Guide: Segment tracking plan template for B2B SaaS

last updated: Jan 26, 2026
Most startups drown in data swamps because they track 50–60 events when they only need five. Here is the strict schema to define your data structure before you waste engineering cycles on "vanity metrics" that investors ignore.

TL;DR

A Segment tracking plan template is a governance document (Spreadsheet or Notion) that maps every analytics event to a specific business trigger, ensuring clean data ingestion.

  • Benchmark: Early-stage B2B SaaS should track 5–8 core events maximum.
  • Rule: If an event does not answer a specific question about retention or revenue, delete it.
  • Warning: Auto-tracking (tracking every click) creates noisy datasets that require expensive data engineering to clean later.

How to read this: Use the table below as your "spec" sheet for developers.

Glossary

  • Track Call: An action a user takes (e.g., Trial Started). This is the "verb" of your data.
  • Identify Call: Who the user is (e.g., email, user_id). This updates the "noun" or user profile.
  • Property: Context attached to an event (e.g., plan_type, mrr_amount).
  • Trigger: The specific code logic or UI interaction that fires the event.

The asset (copy this)

Copy this structure into a Google Sheet or Notion database. This acts as the "Spec" for your developers. Do not deviate.
The "Series A" tracking schema
Event Name (Verb + Noun)
Trigger Description (When to fire)
Properties (Context to send)
Identify Traits (User Update)
Account Created
Fires immediately after successful form validation on the Sign Up page.
signup_method (Google/Email) landing_page_url referrer
user_id email created_at is_admin
Organization Setup
Fires when the user completes the onboarding wizard and names their workspace.
org_name industry team_size_range
org_id role
Core Action Performed
Fires when the user successfully uses the primary feature (e.g., "Report Generated").
latency_ms action_type result_count
last_active_at total_actions_count
Subscription Started
Fires upon successful Stripe webhook confirmation of payment.
plan_id mrr_value (e.g., 50.00) currency
stripe_customer_id plan_status mrr_total
User Invited
Fires when an admin sends an invitation to a team member.
invitee_role invite_method
seats_utilized seats_remaining
Naming convention: Object + Action (e.g., Subscription Started, not Start Subscription).
Property load: Keep properties under 10–15 keys per event to maintain low latency.

JSON implementation example

If you are handing this to a developer, this is how the Subscription Started event looks in code:
// The "Red Pill" implementation
analytics.track("Subscription Started", {
plan_id: "pro_monthly_v2",
mrr_value: 49.00,
currency: "USD",
coupon_code: "EARLYBIRD20"
});


// Immediately update the user trait so email tools know they paid
analytics.identify("user_12345", {
plan_status: "active",
mrr_total: 49.00
});

Benchmarks

You need to know if your data volume is healthy or if you are spamming your own database.

  • Event Volume: A healthy Seed/Series A B2B SaaS typically generates 50,000–100,000 events per month.
  • Properties per Event: Stick to 5–10 properties. Anything more usually indicates you are trying to use analytics as a production database (which is a mistake).
Sample math.
If you have 1,000 active users and track 5 core events per session:
  • Scenario A (Focused): 1,000 users x 10 sessions/month x 5 events = 50,000 events. This fits comfortably within most free tiers (e.g., Segment's free tier).
  • Scenario B (Bloated): If you "Auto-Track" every click and scroll, you might average 50 events per session. 1,000 users x 10 sessions x 50 events = 500,000 events. This creates noise and forces you into expensive enterprise tiers prematurely.

Manual vs auto-tracking

Founders often ask if they should just install a script that "tracks everything" automatically.
Feature
Manual Tracking (Segment)
Auto-Tracking (Heap/Pendo)
Precision
High. You define exactly what fires.
Low. Captures accidental clicks and rage clicks.
Maintenance
Moderate. Requires code updates when features change.
High. Breaks silently when you change a CSS ID or button label.
Data Quality
Clean. Trustworthy for investors.
Noisy. Requires hours of filtering to find signal.
Verdict: For early-stage B2B, Manual Tracking is superior. It forces you to decide what matters before you write code. Investors scrutinize your metrics just like they scrutinize your option pool planning—precision signals competence.

Risks

Implementing a tracking plan has specific failure modes you should avoid.
  • The "Null" Trap: Ensure your developers handle null values. If a user has no referrer, send "direct" or "unknown" rather than breaking the event payload.
  • Privacy Leaks: Never send PII (Personally Identifiable Information) like passwords or credit card numbers in properties. This violates GDPR and can get your account banned. [Source: Segment Privacy Best Practices]
  • Inconsistent Naming: Do not mix cases. Plan Started and plan started will appear as two different events in your dashboard, ruining your charts.

The revenue reality check

Mastering a Segment tracking plan template is a necessary step for data hygiene, but it is not the whole picture. Clean data merely allows you to see the hole in the bucket; it does not plug it.

You can have perfect execution here, but if your other variables (Offer, Strength, Market Timing) are weak, your probability of hitting $10k MRR remains near 0%. Data is useless if you track everything but change nothing. Without a plan, your analytics become a swamp. This template forces focus on the 5 metrics that actually matter for Series A, preventing you from optimizing a product that nobody wants to buy.
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FAQ
  • You:
    How many events should I track initially?
    Guide:
    Stick to the "Critical Path." Usually, this is 5–8 events max. You need to track the signup, the "Aha!" moment, and the payment. Anything else is noise until you hit $1M ARR.
  • You:
    Should I use Segment or just go direct to GA4?
    Guide:
    Use Segment (or a similar Customer Data Platform). It allows you to pipe data to multiple destinations (Mixpanel, Intercom, Google Ads) simultaneously. If you want to know how to set up the destination properly, read our guide on GA4 Tag Manager setup.
  • You:
    What is the difference between track and identify?
    Guide:
    Track records an action in time. Identify updates the user's permanent record. If a user upgrades their plan, you track the event "Plan Upgraded" and identify their user profile with plan: premium.
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