How to create a Tracking Plan?

What Events, Users and Organization Properties does your company Track?

I wanted to share why the tracking plan is an essential document when your company starts its data-led strategy.

The Tracking plan is a document where the company registers the main events that need to be tracked.

Tracking plan document includes:

-What events need to be tracked.

-The current state of the event if it has already been implemented.

-Where does the data come from, what is its source.

-The tools to which the data needs to be sent.

 

Here’s a 3-step process to identify what you need to track.

1. What events should be tracked?

2. What type of events do you need to track?

3. What are the steps involved in setting up a tracking plan?

To conclude, I would like to describe an example of event documentation in a tracking plan.

 

1 . What events should be tracked? How can we get started?

Identify the most relevant questions you want to explore about your customers and how they use your products.

List down the key events a user has to perform to get to the activation point. You will monitor the activation event as the last step of the functionality you are monitoring.

 

2. What type of events do you need to track?

1. Event & Event properties.

The Event Properties will give you more information about the event.

 

2. User Properties.

The following are some examples of user properties that describe information about your customers:

User_id

Signed_up_at

First_name

Last_name

Email

Country

Role

 

3.Organization properties.

The organization properties are applicable to products that track user activity at the account level.

Here are some examples of account properties that describe the company’s information :

Organization_id

Company_size

Organization_name

Suscription_plan_name

Is_subcription_paid

Organization_amount_users

Organization_amount_active_users

Trial_plan_name

Trial_started_at

Trial_ended_at

Cancelled_plan_name

Subscription_cancelled_at

Old_plan_name

New_plan_name

Subscription_changed_at

 

Your tracking spreadsheet must include the following columns for every event:

1.What is the state of the event? Does the event already track data? Yes or No

2. Event implementation date. It helps us to know where the event is being monitored.

3. Event source :

-Client-side.

-Server-side.

-SaaS Tools :

Hubspot – email marketing events

Zendesk – support ticket created.

Vitally – Customer success

4. Event Name.

5. Event Description.

6. Properties Name.

Properties will give you more context about the event.

User_id

Signed_up_at

First_name

Last_name

Email

Country

Role

7. Data type.

Unix Timestamp

Boolean

Enum/Array

String

Number

8.Each event has a value example.

9. Destinations.

 

3. What are the steps involved in setting up a tracking plan?

1. Define the main user stories for each functionality in your product.

User story : As a (user), i want (functionality), so that (benefit) .

2. Each user story should have a desired outcome.

3. In each functionality and desired outcome, what is the main Key Action.

4. 3-5 steps in a straight line to Key Action. In the implementation phase, each of these steps will be an event, so it is a funnel to the Key Action.

5. Does the key action event coincide with the moment when the customer realizes the value (aha moment)?

An example would be:

Your product provides the functionality to help your customers create a website.

Key Action Event . The key action will occur once the website has been created or saved (client-side).

Aha Moment Event. The aha moment will occur when the customer sees the website created and is able to experience the value.

Key Action and Aha Moment are sometimes the same event in some products.

 

An example of event documentation in a tracking plan.

Event : Website Created. 

1. What is the state of the event? Implemented.

2. The event was implemented on 17/08/2021.

3. Event source.

Client-side.

4. Event Name.

Website Created.

5. Event Description.

This event is triggered when a customer creates a website.

6. Properties Name.

Event or user Properties will give you more context about the event.

User_id

Signed_up_at

First_name

Last_name

Email

Country

Role

7. Data type.

User_id (String).

Signed_up_at (Unix Timestamp).

First_name (String).

Last_name (String).

Email (String).

Country (Enum/Array).

Role (Enum/Array).

8. Each event has a value example.

9. Destinations.

Amplitude, Mixpanel, …

This post was inspired by Arpit Choudhury’s idea post.

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Posted by:Fran Castillo

@francastillo