B2B event taxonomy: from vanity metrics to revenue signals
Expanded canonical events — BookDemo, ActivateWorkspace, ExpandSeat — let ad platforms optimize on pipeline quality, not pageviews.
- event taxonomy
- B2B
- canonical events
- RevOps
Problem: Your team fires twelve custom event names into Meta. Optimization wobbles because platforms cannot compare funnel quality week over week.
Canonical vs custom
TrackStack uses a small canonical catalog — SignUp, BookDemo, StartTrial, Purchase, and expansion events — mapped per platform in Configure.
Custom strings (demo_booked_v2) force re-learning in ads manager every quarter.
Top-of-funnel signals
SignUp with work email is the baseline PLG signal. BookDemo separates curiosity from intent. StartTrial indicates product activation.
Send only events you are willing to optimize against — not every product analytics action.
Revenue and expansion
Purchase and Subscribe carry value for closed self-serve revenue. ExpandSeat and UpgradePlan support expansion campaigns when volume justifies it.
See full definitions in Events.
trackstack.capture("ActivateWorkspace", {
email: admin.email,
eventId: `activate_${workspace.id}`,
});RevOps alignment
Share the canonical list with sales and marketing ops. CRM stage names should map 1:1 to upload events where possible.
Prevents 'marketing optimizes on trial, sales reports on closed-won' disconnect.
Platform mapping
Meta might receive CompleteRegistration for SignUp and Subscribe for Purchase. LinkedIn uses conversion rule IDs per stage. Configure holds the mapping — app code stays stable.
Sources
Official documentation and references cited in this article.
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Install the TrackStack SDK, route events to Meta and Google, and verify delivery from one dashboard.