SaaS / B2B Software Events

This page defines domain-specific events for SaaS and B2B software products. Events are organized by growth loop stage to help you instrument the complete customer journey.

Tip

Before adding these events, make sure you have implemented the Cross-Domain Universal Events first. Universal events (authentication, billing, support, lifecycle) are required for all domains.

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SaaS Customer Journey

The following diagram shows how events map to each stage of the SaaS growth loop.

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Acquire

4 events covering lead capture and demo-driven acquisition.

Event	Key Properties	Volume	Description
demo.requested	source, company_size, use_case, utm_source, utm_medium	Low	Prospect requests a product demo
demo.completed	demo_id, duration_minutes, attendees_count, outcome (qualified / not_qualified / no_show)	Low	Demo session finishes
lead.captured	source (form / chat / webinar / content), lead_score, company_name, role	Low	New lead enters the pipeline
user.signed_up	method, source, referral_code, plan	Low	New user account created

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Activate

11 events covering onboarding, trial management, integrations, and workspace setup.

Event	Key Properties	Volume	Description
account.created	account_name, plan, team_size, industry	Low	New organization/account created
onboarding.started	onboarding_version, steps_total	Low	User begins the onboarding flow
onboarding.step_completed	step_name, step_index, steps_total, time_spent_seconds	Medium	Individual onboarding step finished
onboarding.completed	onboarding_version, steps_completed, total_time_seconds, skipped_steps (array)	Low	Full onboarding flow completed
trial.started	plan_name, trial_days, source	Low	Free trial begins
trial.extended	plan_name, original_days, extended_days, reason	Low	Trial period extended
trial.ended	plan_name, converted (bool), days_active, features_used_count	Low	Trial expires or converts to paid
integration.connected	integration_name, provider, scopes (array), auth_method	Low	Third-party integration activated
integration.disconnected	integration_name, reason	Low	Third-party integration removed
workspace.created	workspace_name, type (personal / team / enterprise)	Low	New workspace or project space created
workspace.settings_updated	workspace_id, fields_changed (array)	Low	Workspace configuration modified

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Engage

13 events covering feature usage, search, reporting, dashboards, API activity, and data import/export.

Event	Key Properties	Volume	Description
feature.activated	feature_name, feature_tier, activation_method	Low	User activates a feature for the first time
feature.used	feature_name, action, duration_seconds	High	User performs an action within a feature
search.performed	query, results_count, filters_applied (array), search_context	High	User runs a search
report.generated	report_type, date_range, filters (array), rows_count	Medium	User generates a report
report.exported	report_type, export_format (csv / pdf / xlsx), rows_count	Low	User exports a report
dashboard.viewed	dashboard_id, dashboard_name, widgets_count	High	User opens a dashboard
dashboard.customized	dashboard_id, action (widget_added / widget_removed / layout_changed)	Low	User modifies a dashboard layout
api.key_created	key_name, permissions (array), expiry_days	Low	New API key generated
api.request_made	endpoint, method, status_code, response_time_ms	High	API call made by the customer’s integration
api.rate_limit_hit	endpoint, limit, window_seconds	Medium	Customer hits an API rate limit
import.started	source (csv / api / integration), record_type, rows_total	Low	Bulk data import initiated
import.completed	source, record_type, rows_imported, rows_failed, duration_seconds	Low	Bulk data import finishes
export.completed	export_type, format, rows_count, file_size_bytes	Low	Data export completed

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Monetise

8 events covering subscription changes, seat management, add-ons, and usage limits.

Event	Key Properties	Volume	Description
subscription.created	plan_name, billing_interval, mrr_cents, seats, trial (bool)	Low	New paid subscription activated
subscription.upgraded	from_plan, to_plan, mrr_delta_cents, trigger	Low	Plan upgraded to a higher tier
subscription.downgraded	from_plan, to_plan, mrr_delta_cents, reason	Low	Plan downgraded to a lower tier
seat.added	plan_name, new_seat_count, total_seats, mrr_delta_cents	Low	Additional seat purchased
seat.removed	plan_name, new_seat_count, total_seats, mrr_delta_cents	Low	Seat removed from subscription
addon.purchased	addon_name, amount_cents, billing_interval	Low	Add-on module or feature purchased
usage_limit.approaching	resource (api_calls / storage / seats / contacts), current_usage, limit, percentage_used	Medium	Usage nears the plan limit
usage_limit.exceeded	resource, current_usage, limit, overage_action (blocked / throttled / billed)	Low	Usage exceeds the plan limit

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Advocate

6 events covering invitations, team growth, referrals, and reviews.

Event	Key Properties	Volume	Description
invite.sent	invite_method (email / link / slack), role, workspace_id	Medium	User invites someone to their workspace
invite.accepted	invite_id, role, time_to_accept_hours	Low	Invited user joins the workspace
team.member_added	role, department, team_size_after	Low	New member added to the team
team.member_removed	role, reason, team_size_after	Low	Member removed from the team
referral.link_shared	channel (email / social / direct), program_id	Low	User shares their referral link
review.posted	platform (g2 / capterra / trustpilot / app_store), rating, prompted (bool)	Low	User posts a public review

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Operational

5 events covering webhooks, SSO, audit logging, and permissions.

Event	Key Properties	Volume	Description
webhook.delivered	webhook_id, endpoint_url, event_type, status_code, response_time_ms	High	Outbound webhook delivered successfully
webhook.failed	webhook_id, endpoint_url, event_type, status_code, retry_count, error_message	Low	Outbound webhook delivery failed
sso.configured	provider (okta / azure_ad / google), protocol (saml / oidc), domain	Low (admin)	SSO connection configured
audit_log.entry_created	actor_id, action, resource_type, resource_id, ip_address	High	Action logged to the audit trail
permission.changed	actor_id, target_user_id, resource, old_role, new_role	Low (admin)	User role or permission modified

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Quick Start: Top 10 SaaS Events

If you are just getting started, instrument these 10 events first. They cover the critical path from signup through monetisation.

import GrowthOS from '@growthos/js';

const gos = GrowthOS.init('YOUR_WRITE_KEY');

// 1. Signup
gos.track('user.signed_up', {
  method: 'google_oauth',
  source: 'pricing_page',
  plan: 'free'
});

// 2. Identify
gos.identify('usr_42', {
  email: 'alex@acme.com',
  name: 'Alex Rivera',
  company: 'Acme Inc',
  plan: 'free'
});

// 3. Onboarding started
gos.track('onboarding.started', {
  onboarding_version: 'v3',
  steps_total: 5
});

// 4. Onboarding completed
gos.track('onboarding.completed', {
  onboarding_version: 'v3',
  steps_completed: 5,
  total_time_seconds: 180,
  skipped_steps: []
});

// 5. Integration connected
gos.track('integration.connected', {
  integration_name: 'slack',
  provider: 'slack',
  scopes: ['chat:write', 'channels:read'],
  auth_method: 'oauth'
});

// 6. Feature activated (first use)
gos.track('feature.activated', {
  feature_name: 'automated_reports',
  feature_tier: 'pro',
  activation_method: 'onboarding_prompt'
});

// 7. Invite sent (viral loop)
gos.track('invite.sent', {
  invite_method: 'email',
  role: 'member',
  workspace_id: 'ws_abc'
});

// 8. Subscription created
gos.track('subscription.created', {
  plan_name: 'pro',
  billing_interval: 'annual',
  mrr_cents: 4900,
  seats: 5,
  trial: false
});

// 9. Seat added (expansion revenue)
gos.track('seat.added', {
  plan_name: 'pro',
  new_seat_count: 6,
  total_seats: 6,
  mrr_delta_cents: 980
});

// 10. Feature used (engagement)
gos.track('feature.used', {
  feature_name: 'automated_reports',
  action: 'scheduled_weekly_report',
  duration_seconds: 45
});

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Event Count by Stage

Stage	Count	Key Metric
Acquire	4	Demo conversion rate
Activate	11	Time to first value
Engage	13	Feature adoption breadth
Monetise	8	MRR growth and expansion
Advocate	6	Viral coefficient
Operational	5	System health
Total	47

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Next Steps

Cross-Domain Universal Events Required baseline events for authentication, billing, support, and lifecycle signals.

E-Commerce / D2C Events Event taxonomy for online stores, checkout flows, and loyalty programs.

Event Schema & Taxonomy Canonical event envelope, naming rules, and reserved system events.