Free Video Course:
How to create a Segment tracking plan

Grow your business and product by tracking the right event data in the right shape every day.

Why is data so hard?

Why is your tracking not working

Don't worry. Most business struggle with their data tracking setup. Because it's not easy to set up, it takes some effort to do it right from the design and implementation.

Not the right data

Always when you analyze the data, something is missing. Or you can't get the data you need to analyze an entire funnel because the user id is changing somewhere in between.

Too many events

Most setups have way too many events. Over 30-40 events get hard to manage and maintain. And even with tracking almost everything, you usually miss the important ones.

No trust in data

Because people don't find suitable events to answer their questions. Or because some data looks wrong. Or doesn't match with other systems' data.

No idea what to do with it

Even with reliable tracking data, the critical question remains: what can I get from the data that makes my product better and my business more revenue and fewer costs?

A good tracking plan design will solve your problem.

In our course we show you how to structure your data based on your business, product and marketing.


Create a Segment tracking plan

Segment Homepage snap

Even when Segment calls itself a CDP.
For me, Segment is a (customer) data collection platform. It provides this one collection layer where you send all event data from frontends, backends and even third party platforms to one endpoint.

One of the major benefits of using Segment is you can send event data from any place where your application is running. Segment provides multiple SDKs for native integration and for all other cases provides an HTTP endpoint for sending event data.

But all event data needs a plan. And that's why starting out to create a tracking plan for Segment before you start sending event data is essential.

In this course we will show you our approach to define events. Additionally we walk you through the different features of Segment and how to implement your tracking with Segment code.

Our course: Get the right data with the right event design.

Insufficient data or too many events is a design problem, not an implementation problem. You get the correct data by tracking 20-30 core events with the right design.

“Excellent as always - really helped develop our analytics platform further and assisted with direct comms to our client so they were able to articulate their needs and explain how this data could be provided. Much appreciated as always.”

Nexus Studios
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How this course can help you

We have developed two frameworks to design better event data and tracking plans.

Three-layer event schema

We work with three layers of event data to focus on suitable events. We are going from a high-level business focus to a granular interaction focus.

Core Business events

Your business works specifically, and so does your customer journey. These events need to cover how your business works and the core touchpoints of your customer journey.

Product events

Define the events based on your product features to understand how your users use your features to create successful sessions.

Interaction events

Especially for your UX, design, and product teams, it's essential to see how users interact with your platform in granular detail. But these events you usually don't add to a tracking plan.

Entity & Activity Model

Define your business and product entities first. They define the scope you want to look at your data. Then explain the activities of these entities and, finally, their properties.


These are your essential business objects (not teams) or your product features (high-level). They define a specific view of the data.


All the events that can happen within an entity. From a business perspective, these usually form a lifetime funnel within an entity.


Properties are usually defined for an entity. They bring context to the data, and they are the dimensions you will later segment and break down your data.

learn with deepskydata

You can find these topics in the online video course

01 - Welcome to how to create good tracking plans

02 - What makes tracking so hard?

03 - An existing setup with the “just dump the data” model

04 - What do you want to achieve with data

05 - How does Segment work and what features does it offer?

06 - Building a business blueprint to collect the right data

07 - Mapping your business and product events with event storming

08 - Mapping product use cases and critical paths

09 - How to develop a good event schema

10 - The power of event properties

11 - How to develop, manage, implement and own a Tracking plan

12 - How to implement tracking for Segment

Sign up today to our free course:Learn how to design a good tracking plan.

We walk you through how to define the actual events and give them a scalable structure that still works in some years.

Sign up for free
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