B2B SaaS Events

TrackStack uses a canonical event layer so product code stays stable while destination mappings can evolve.

Funnel-first event design

Instrument events around funnel stage transitions, not every click. This keeps data stable for routing, attribution, and reporting.

TrackStack canonical events map cleanly to AARRR-style analysis:

Funnel lens	TrackStack canonical events
Acquisition	PageView, ContentView, SignUp
Activation	StartTrial, FirstAction, AddPaymentInfo
Retention	FeatureUsed, SubscriptionRenew
Revenue	Purchase, PlanUpgrade, Refund
Referral (optional)	Custom referral events if your product has invitation loops

Funnel event set

Stage	Canonical events
Awareness	PageView, ContentView
Interest	FeatureUsed
Acquisition	SignUp, StartTrial
Activation	FirstAction, AddPaymentInfo
Revenue	Purchase, PlanUpgrade, SubscriptionRenew, Refund

Winning by Design double-funnel (bowtie) mapping

Use a "double funnel" lens to separate new demand capture from post-sale expansion/retention.

Practical guidance:

• Funnel 1 (pre-sale): prioritize SignUp, StartTrial, FirstAction, and Purchase.
• Funnel 2 (post-sale): prioritize FeatureUsed, SubscriptionRenew, and PlanUpgrade.
• Keep one canonical payload contract across both funnels.
• Add custom events only for lifecycle steps not covered by canonical names.

Canonical payload shape

type CanonicalCapture = {
  event:
    | "PageView"
    | "ContentView"
    | "FeatureUsed"
    | "SignUp"
    | "StartTrial"
    | "FirstAction"
    | "AddPaymentInfo"
    | "Purchase"
    | "PlanUpgrade"
    | "SubscriptionRenew"
    | "Refund";
  eventId: string;
  email?: string;
  phone?: string;
  externalId?: string;
  value?: number;
  currency?: string;
  transactionId?: string;
  plan?: string;
  pageUrl?: string;
  pageTitle?: string;
  referrer?: string;
  platformParams?: Record<string, Record<string, unknown>>;
};

Capture pattern

Use one canonical payload shape and let the edge adapt it per destination.

trackstack.capture("SignUp", {
  eventId: "evt_signup_001",
  email: "jane@example.com",
  pageUrl: "https://app.gettrackstack.com/sign-up",
});

Multiple events on one page

TrackStack supports many conversion events on a single page view (for example: ContentView -> FeatureUsed -> StartTrial).

• Call capture() for each canonical action; do not combine unrelated actions into one payload.
• The SDK queues and batches events before sending to /events (up to 100 events per request).
• eventId is optional per event. Provide it only when you need deterministic dedup across systems.

trackstack.capture("ContentView", {
  email: "jane@example.com",
  contentType: "product_page",
  contentIds: ["pricing-growth"],
});

trackstack.capture("FeatureUsed", {
  email: "jane@example.com",
  feature: "roi-calculator",
});

trackstack.capture("StartTrial", {
  email: "jane@example.com",
  plan: "Growth",
});

When each event should happen

Use this as your default trigger policy to keep data quality high:

Event	Trigger moment	Avoid
PageView	Route/page becomes visible	Firing multiple times for the same page load
ContentView	User sees meaningful marketing or product content	Treating all UI sections as content views
SignUp	Account creation succeeds	Firing on form submit before success
StartTrial	Trial is actually provisioned	Sending when user only opens pricing modal
FirstAction	First in-product value action completes	Counting passive navigation as activation
AddPaymentInfo	Valid payment method saved	Firing on payment form open
Purchase	Initial paid conversion is confirmed	Sending from both client and server without dedup
PlanUpgrade	Billing plan increases	Treating seat count edits as upgrades unless revenue changes
SubscriptionRenew	Renewal succeeds	Emitting on invoice generation before payment outcome
Refund	Refund is processed	Emitting on request submitted but not approved

Example event JSON

{
  "events": [
    {
      "event": "Purchase",
      "eventId": "evt_123",
      "userData": {
        "email": "jane@example.com",
        "country": "US"
      },
      "customData": {
        "value": 1299,
        "currency": "USD",
        "transactionId": "txn_123",
        "plan": "Growth"
      },
      "platformParams": {
        "meta": {
          "content_type": "saas"
        }
      }
    }
  ]
}

Event quality tips

• If you provide eventId, keep it globally unique and stable for retries.
• Standardize canonical event names across teams before launch.
• Include value, currency, and transactionId for revenue events.
• Use platformParams only for explicit platform overrides.
• For critical billing events (Purchase, PlanUpgrade, SubscriptionRenew, Refund), prefer server-side capture.

References

• AARRR (Pirate Metrics)
• Winning by Design - Bowtie / Double Funnel