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Tracking plans for B2B companies

For businesses that sell their services or products to other business, they have differing needs to businesses that sell to consumers when it comes to marketing and monetization. These businesses must learn to understand their customers on company level as well as user levels like understanding where their workspaces that have more than one users are at or where users are getting stuck in the funnel. This lesson takes a close look at how to set up tracking for more complex business relationships.

Identify and group call

After getting a new user sign up or when a user is invited to join an existing account, you have two identities to track and link: the account and the use. Next is to leverage and use the identify and group calls available in the connections API and use them to collect information. 

Implementing the identity call as a concept translates to creating a user in a monetization or end marketing tool in addition to traits you’ve identified. Another situation where you can implement a group call is where the more common option is to have on user sign up before inviting their colleagues to join the account. The invited user logs in and you can send a group call that links the to the account. 

What events should I track 

As you identify and group calls that create account entities and users in your Destinations, It’s important to track the many events that a user performs. When you invite users, one event is fired and when they create or log I to their account, another event is fired.  Adding a context.groupId field to your tracking evets lets you know which account or user an event is related to. And when one user is tied to multiple accounts, it’s important to ensure that events are associated with the correct user account pair in your monetization and customer engagement efforts.

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Choosing the right data

Next lesson:

lesson 8

When to track client vs server

Being able to effectively use properties and consolidate events helps to make implementation easier but you still have the choice of whether to implement the tracking on the server or client. It may seem easier to load everything on the server or client but it actually isn’t. it all depends on the information you’re looking to get about your customers as there are some events that are available strictly for clients but there are also things like ad blockers that serve as pitfalls to making implementing data monetization on the server the more attractive option. This lesson explores what the differences between the server and clients are and share a guide on how to determine where some events ought to be implemented.

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