A. EVENT TRACKING STRATEGY Executive Event Tracking Strategy The primary objective is to understand whether users successfully reach the product's first meaningful value moment and continue using core features. Activation Definition A user is considered activated when they: 1. Create an account 2. Complete onboarding 3. Connect at least one social account 4. Generate their first piece of AI content 5. Successfully schedule or publish their first post Primary Business Outcomes - New-user activation - AI feature adoption - Social-account connection rate - Content creation frequency - Scheduling frequency - Weekly active users - Subscription conversion - Retention Tracking Principle Track events that answer questions such as: «"Where are users getting stuck?"» «"Which features create repeat usage?"» «"What actions predict subscription conversion?"» Avoid tracking every button click unless the interaction supports a meaningful product decision. --- B. CUSTOMER JOURNEY TRACKING MAP Stage| Important Actions| Required Events| Business Question| KPI Acquisition| Landing-page visit| "landing_page_viewed"| Which channels bring users?| Visitors Signup| Account creation| "user_signed_up"| Are visitors converting?| Signup Rate Onboarding| Setup completion| "onboarding_started", "onboarding_completed"| Where do users drop?| Completion Rate Activation| Connect account + create content| "social_account_connected", "content_generated", "post_scheduled"| What creates first value?| Activation Rate Adoption| Repeated feature usage| "feature_used"| Which features are adopted?| Feature Adoption Engagement| Content creation/scheduling| "content_created", "post_scheduled"| Are users building habits?| WAU Retention| Returning usage| "session_started", "content_created"| Do users return?| Retention Expansion| Upgrade/seats| "subscription_upgraded", "seat_added"| What drives expansion?| Expansion Revenue Referral| Invite/share| "user_referred"| Do users generate referrals?| Referral Rate Churn| Cancellation| "subscription_cancelled"| Why are customers leaving?| Churn Rate --- C. MASTER EVENT TAXONOMY Event| Description| Trigger| Category| Priority| Owner "user_signed_up"| User creates account| Successful signup| Acquisition| 🔴 Required| Growth "onboarding_started"| User starts onboarding| First onboarding step| Onboarding| 🔴 Required| Product "onboarding_completed"| User completes onboarding| Final onboarding step| Activation| 🔴 Required| Product "social_account_connected"| Social account connected| OAuth success| Activation| 🔴 Required| Engineering "content_generated"| AI content successfully generated| Generation success| Feature| 🔴 Required| Product "content_created"| User saves content| Content saved| Engagement| 🔴 Required| Product "post_scheduled"| Post successfully scheduled| Schedule confirmation| Engagement| 🔴 Required| Product "post_published"| Post successfully published| Successful publishing| Engagement| 🟡 Recommended| Product "feature_used"| Important feature used| Meaningful feature action| Adoption| 🟡 Recommended| Analytics "subscription_upgraded"| Customer upgrades plan| Payment confirmation| Revenue| 🔴 Required| Growth "subscription_cancelled"| Customer cancels| Cancellation confirmed| Churn| 🔴 Required| Customer Success --- D. EVENT PROPERTY DICTIONARY Property| Type| Required| Example| Privacy "user_id"| String| Yes| "usr_12345"| Avoid exposing personal data "account_id"| String| Yes| "acc_789"| Internal identifier "plan"| Enum| Yes| "pro"| Low risk "role"| Enum| Yes| "admin"| Low risk "feature_name"| String/Enum| Yes| "ai_caption_generator"| Low risk "platform"| Enum| Recommended| "web"| Low risk "device_type"| Enum| Recommended| "mobile"| Low risk "source"| String| Recommended| "instagram"| Low risk "campaign"| String| Optional| "summer_launch"| Review if user-identifying "subscription_status"| Enum| Recommended| "active"| Low risk Important: Do not place email addresses, phone numbers, passwords, payment details, private messages, or unnecessary free-form personal information inside event properties. --- E. CORE EVENT TRACKING PLAN 🔴 REQUIRED - "user_signed_up" — measures acquisition-to-product conversion. - "user_logged_in" — supports engagement analysis. - "onboarding_started" — identifies onboarding entry. - "onboarding_completed" — measures onboarding success. - "social_account_connected" — represents a key activation action. - "content_generated" — measures AI feature usage. - "content_created" — measures meaningful product engagement. - "post_scheduled" — measures core workflow completion. - "subscription_upgraded" — measures monetization. - "subscription_downgraded" — identifies revenue contraction. - "subscription_cancelled" — supports churn analysis. 🟡 RECOMMENDED - "feature_viewed" - "feature_used" - "post_published" - "search_performed" - "integration_connected" - "team_member_invited" - "export_completed" 🟢 OPTIONAL - "user_logged_out" - "content_exported" - "dashboard_viewed" Optional events should only be implemented if they answer a specific analytics question. --- F. PRODUCT FUNNEL TRACKING BLUEPRINT Signup Funnel "landing_page_viewed" → "signup_started" → "user_signed_up" → "onboarding_started" → "onboarding_completed" Primary KPI: Signup-to-activation rate Time Window: 7 days --- Activation Funnel "user_signed_up" → "onboarding_completed" → "social_account_connected" → "content_generated" → "post_scheduled" Primary KPI: Activated users / new users Time Window: 14 days --- Upgrade Funnel "active_user" → "feature_used" → "pricing_page_viewed" → "checkout_started" → "subscription_upgraded" Primary KPI: Free-to-paid conversion Segments: - Plan - Acquisition source - Company size - Feature usage - User role --- G. FEATURE ANALYTICS TRACKING MATRIX For the AI Content Generator: Lifecycle| Event Viewed| "feature_viewed" Started| "feature_started" Completed| "content_generated" Failed| "feature_failed" Repeated| "content_generated" multiple times Abandoned| "feature_abandoned" Core Metrics Feature Adoption Rate "Users who used feature / Eligible active users × 100" Completion Rate "Successful completions / Feature starts × 100" Abandonment Rate "Abandoned sessions / Feature starts × 100" Repeat Usage "Users using feature 2+ times / Feature users × 100" --- H. RETENTION TRACKING FRAMEWORK Track: - "session_started" - "content_created" - "content_generated" - "post_scheduled" - "post_published" - "feature_used" Core KPIs DAU: Daily Active Users WAU: Weekly Active Users MAU: Monthly Active Users Stickiness: "DAU / MAU × 100" Retention Question «"Are users who complete activation more likely to return in Week 1, Week 4, and Week 8?"» This should become a primary product analytics analysis. --- I. B2B ACCOUNT TRACKING MODEL 🔴 Required - "organization_created" - "workspace_created" - "team_member_invited" - "team_member_joined" - "role_changed" - "seat_added" - "seat_removed" - "account_upgraded" - "account_downgraded" Key B2B Metrics - Activated accounts - Active seats - Seat utilization - Multi-user adoption - Expansion rate - Account retention - Revenue expansion --- J. EVENT DATA QUALITY FRAMEWORK Implement: 1. Central event dictionary 2. Schema validation 3. Required-property validation 4. Duplicate-event detection 5. Event versioning 6. Automated tracking tests 7. Production monitoring 8. Data freshness monitoring 9. Unexpected-value detection 10. Owner assignment Major Risk If developers independently create events without a centralized taxonomy, the product may eventually contain events such as: "createPost" "post_created" "PostCreated" "content_created" This creates fragmented analytics. Standardize on one naming convention. --- K. TRACKING PRIVACY CHECKLIST - [ ] Do not send passwords. - [ ] Do not send payment-card information. - [ ] Minimize personally identifiable information. - [ ] Avoid unnecessary email/phone collection. - [ ] Define retention periods. - [ ] Support deletion requests. - [ ] Implement consent where legally required. - [ ] Restrict analytics-data access. - [ ] Review sensitive properties before production. - [ ] Document data-processing purposes. LEGAL/PRIVACY REVIEW REQUIRED: Consent requirements, cross-border data processing, retention policies, and any collection of sensitive or regulated information. --- L. EVENT IMPLEMENTATION ARCHITECTURE Recommended architecture: Frontend → Track user-interface interactions and client-side workflow events. Backend → Track authoritative business events such as: - Subscription activation - Payment confirmation - Account creation - Post publishing - Integration success Analytics Layer → PostHog Data Warehouse → Optional warehouse such as BigQuery/Snowflake Identity Resolution "user_id" + "account_id" + "workspace_id" The backend should be treated as the source of truth for critical financial and transactional events. --- M. EVENT TRACKING SCORECARD Area| Score| Reason Event Coverage| 8/10| Core lifecycle covered Naming Consistency| 9/10| Standard snake_case taxonomy Property Quality| 8/10| Reusable properties defined Data Accuracy| 7/10| Requires implementation QA Funnel Coverage| 9/10| Major funnels defined Feature Coverage| 8/10| Core feature lifecycle covered Privacy Readiness| 8/10| Privacy principles established Scalability| 9/10| Taxonomy supports future features Overall Tracking Score: 66/80 → 82.5/100 The biggest improvement opportunity is validating implementation accuracy after engineering deployment. --- N. EVENT TRACKING QA PLAYBOOK Before production: - [ ] Confirm event fires at correct trigger. - [ ] Confirm event fires only once when expected. - [ ] Validate required properties. - [ ] Validate property data types. - [ ] Validate user identity. - [ ] Validate account/workspace association. - [ ] Test duplicate-event scenarios. - [ ] Test failed workflows. - [ ] Test consent behavior. - [ ] Test logout/login transitions. - [ ] Test cross-device identity. - [ ] Validate production events. - [ ] Compare analytics data with backend records. --- O. 30-60-90 DAY IMPLEMENTATION ROADMAP 30 DAYS — FOUNDATION Events - Signup - Login - Onboarding - Account connection - Content generation - Content creation - Scheduling - Subscription Engineering Create centralized tracking library and event schema. Analytics Create activation and signup funnels. Success Criteria Core customer journey is measurable end-to-end. --- 60 DAYS — IMPLEMENTATION Add: - Feature adoption events - B2B account events - Collaboration events - Integration events - Upgrade/downgrade events - Retention tracking Success Criteria Product, growth, and customer-success teams can independently analyze major workflows. --- 90 DAYS — OPTIMIZATION Run: - Activation experiments - Feature adoption experiments - Onboarding experiments - Upgrade experiments - Retention analysis Success Criteria Tracking is actively driving product decisions rather than simply collecting data. --- P. EXECUTIVE PRODUCT ANALYTICS REPORT Top 20 Events 1. "user_signed_up" 2. "onboarding_started" 3. "onboarding_completed" 4. "social_account_connected" 5. "feature_viewed" 6. "feature_started" 7. "content_generated" 8. "content_created" 9. "post_scheduled" 10. "post_published" 11. "search_performed" 12. "integration_connected" 13. "team_member_invited" 14. "team_member_joined" 15. "export_completed" 16. "pricing_page_viewed" 17. "checkout_started" 18. "subscription_upgraded" 19. "subscription_downgraded" 20. "subscription_cancelled" Top 10 Product Analytics Questions 1. What percentage of new users activate? 2. How long does activation take? 3. Which onboarding step causes the most drop-off? 4. Which feature is most adopted? 5. Which feature predicts retention? 6. Which users become power users? 7. What behaviors predict upgrading? 8. Why do users abandon important workflows? 9. Which acquisition sources produce retained customers? 10. Which behaviors predict churn? Top 5 Tracking Gaps 1. Insufficient feature-lifecycle tracking 2. Inconsistent identity mapping 3. Missing backend transaction events 4. Weak failure/error tracking 5. Limited churn-reason tracking Top 5 Funnel Opportunities 1. Reduce onboarding friction 2. Improve social-account connection 3. Shorten time-to-first-value 4. Improve AI content-generation completion 5. Optimize free-to-paid conversion Top 5 Feature Adoption Opportunities 1. Improve AI content discovery 2. Add contextual feature education 3. Reduce failed generations 4. Improve scheduling workflow 5. Encourage repeat usage Tracking Readiness Score 82.5/100 — Strong foundation, implementation validation required. Highest-Priority Event "onboarding_completed" Because it provides a critical bridge between signup and activation analysis. First Tracking Experiment Compare users who complete onboarding within 24 hours against users who do not, then measure their Week-1 retention and feature adoption. Golden Rule Never create an event simply because something happened. Create an event because measuring that action will help the business make a better decision.