---
# System prepended metadata

title: '[SPEC] Marketing Tracking Plan'

---

# [SPEC] Marketing Tracking Plan

This is a detailed view, most properties are individualized for evaluation but will have their event names as an aggregate and use the unique value as a trait name. 

**Example:** 

```jsx
analytics.track('Form Submission', { 
context: 'Webinar Registration',
type: 'track', 
campagin: 'Performance',
 ...etc
 } 
)

// Aggregate: Form Action
```

**This increases the flexibility for rollup-based reporting:** 

- Date Range: X → Y
- Event: “Form”
    - Filter: Type
        - includes: [ Campaigns ]

 

Event Name | KPI | Trigger | Event Definition | Property Type | Property Name | Property Definition | Data Type | Sample Values | Platform | Implemented? | Method Call | Developer Notes

**User Onboarding**

1. View Landing Page
- KPI: % Registration Completion
- Trigger: User views the landing page
- Event Definition: User views the landing page of Edgio
- Super Property: Platform | String | Web, Android, iOS
- Super Property: Page Name | String | Landing Page
- Super Property: Page Variant | String | A, B

1. Sign Up
- KPI: % Registration Completion
- Trigger: User signs up for an account
- Event Definition: User creates a new account on Edgio
- User Property: $name | String | John Smith
- User Property: $email | String | **[johnsmith@Edgio.com](mailto:johnsmith@Edgio.com)**
- User Property: Signup Date | Date | 1/1/2023
- User Property: Plan Type | String | Free, Pro, Enterprise
- Super Property: Platform | String | Web, Android, iOS

**User Engagement**

3. Create Project

- KPI: Projects Created / WAU
- Trigger: User creates a new project
- Event Definition: User creates a new project on Edgio
- Event Property: Project Name | String | My Project
- Event Property: Project Type | String | Static Site, Node.js, Next.js
- Event Property: Project Creation Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

1. Deploy Project
- KPI: Deployments / WAU
- Trigger: User deploys a project
- Event Definition: User deploys a project on Edgio
- Event Property: Project Name | String | My Project
- Event Property: Deployment Status | String | Success, Failed
- Event Property: Deployment Time | Time | 1:23 PM
- Super Property: Platform | String | Web, Android, iOS

1. Add Collaborator
- KPI: Collaborators Added / WAU
- Trigger: User adds a collaborator to a project
- Event Definition: User adds a collaborator to a project on Edgio
- Event Property: Collaborator Email | String | **[jane@Edgio.com](mailto:jane@Edgio.com)**
- Event Property: Collaborator Role | String | Owner, Admin, Member
- Super Property: Platform | String | Web, Android, iOS

**Billing and Subscriptions**

6. Upgrade Plan

- KPI: ARR / WAU
- Trigger: User upgrades their plan
- Event Definition: User upgrades their plan on Edgio
- Event Property: New Plan Type | String | Pro, Enterprise
- Event Property: Upgrade Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS
1. Downgrade Plan
- KPI: Churn Rate
- Trigger: User downgrades their plan
- Event Definition: User downgrades their plan on Edgio
- Event Property: New Plan Type | String | Free, Pro
- Event Property: Downgrade Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

1. Add Payment Method
- KPI: MRR / WAU
- Trigger: User adds a payment method
- Event Definition: User adds
- Property: Payment Method Type | String | Credit Card, PayPal, Bank Transfer
- Event Property: Payment Method Added Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

**Support and Feedback**

9. Submit Support Ticket

- KPI: Support Tickets / WAU
- Trigger: User submits a support ticket
- Event Definition: User submits a support ticket on Edgio
- Event Property: Ticket Category | String | Billing, Technical, General
- Event Property: Ticket Priority | String | Low, Medium, High, Urgent
- Event Property: Ticket Submission Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

1. Complete Satisfaction Survey
- KPI: Customer Satisfaction Score (CSAT)
- Trigger: User completes a satisfaction survey
- Event Definition: User completes a satisfaction survey on Edgio
- Event Property: Survey Score | Integer | 1-5
- Event Property: Survey Completion Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

**User Retention and Churn**

11. Log In

- KPI: DAU / WAU
- Trigger: User logs in
- Event Definition: User logs in to Edgio
- User Property: Last Login Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

1. Log Out
- KPI: User Session Length
- Trigger: User logs out
- Event Definition: User logs out of Edgio
- User Property: Last Logout Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

1. Account Deletion
- KPI: Churn Rate
- Trigger: User deletes their account
- Event Definition: User deletes their account on Edgio
- User Property: Account Deletion Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

**Marketing and Acquisition**

14. View Blog Post

- KPI: Pageviews / WAU
- Trigger: User views a blog post
- Event Definition: User views a blog post on Edgio
- Super Property: Platform | String | Web, Android, iOS
- Super Property: Page Name | String | Blog Post
- Super Property: Post Title | String | "Introduction to Next.js"
1. Subscribe to Newsletter
- KPI: Subscribers / WAU
- Trigger: User subscribes to the newsletter
- Event Definition: User subscribes to Edgio's newsletter
- User Property: Subscription Status | String | Subscribed
- User Property: Subscription Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

1. Unsubscribe from Newsletter
- KPI: Unsubscribes / WAU
- Trigger: User unsubscribes from the newsletter
- Event Definition: User unsubscribes from Edgio's newsletter
- User Property: Subscription Status | String | Unsubscribed
- User Property: Unsubscription Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

**Integration and API Usage**

17. Add Integration

- KPI: Integrations Added / WAU
- Trigger: User adds an integration
- Event Definition: User adds an integration to their Edgio account
- Event Property: Integration Name | String | GitHub, GitLab, Bitbucket
- Event Property: Integration Added Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

1. Remove Integration
- KPI: Integrations Removed / WAU
- Trigger: User removes an integration
- Event Definition: User removes an integration from their Edgio account
- Event Property: Integration Name | String | GitHub, GitLab, Bitbucket
- Event Property: Integration Removed Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

1. API Call
- KPI: API Calls / WAU
- Trigger: User makes an API call
- Event Definition: User makes an API call to Edgio
- Event Property: API Endpoint | String | "/v1/projects", "/v1/deployments"
- Event Property: API Call Date | Date | 1/1/2023
- Event Property: API Call Status | String | Success, Failed
- Super Property: Platform | String | Web, Android, iOS

**Referral and Sharing**

20. Invite User

- KPI: Invites Sent / WAU
- Trigger: User invites another user
- Event Definition: User sends an invitation to join Edgio
- Event Property: Invitee Email | String | **[janedoe@Edgio.com](mailto:janedoe@Edgio.com)**
- Event Property: Invitation Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

1. Share Project
- KPI: Projects Shared / WAU
- Trigger: User shares a project
- Event Definition: User shares a project with someone else
- Event Property: Project Name | String | My Project
- Event Property: Share Date | Date | 1/1/2023
- Event Property: Share Method | String | Email, Social Media, Direct Link
- Super Property: Platform | String | Web, Android, iOS

**Organization Accounts:** 

1. Organization Creation
- KPI: Organizations Created / WAU
- Trigger: User creates a new organization
- Event Definition: User creates a new organization on Edgio
- Event Property: Organization Name | String | My Organization
- Event Property: Organization Creation Date | Date | 1/1/2023
- User Property: Role | String | Owner, Admin, Member
- Super Property: Platform | String | Web, Android, iOS

1. Add Organization Member
- KPI: Organization Members Added / WAU
- Trigger: User adds a member to the organization
- Event Definition: User adds a new member to an organization on Edgio
- Event Property: Organization Name | String | My Organization
- Event Property: Member Email | String | **[john@myorg.com](mailto:john@myorg.com)**
- Event Property: Member Role | String | Admin, Member
- Event Property: Member Added Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

1. Remove Organization Member
- KPI: Organization Members Removed / WAU
- Trigger: User removes a member from the organization
- Event Definition: User removes a member from an organization on Edgio
- Event Property: Organization Name | String | My Organization
- Event Property: Member Email | String | **[john@myorg.com](mailto:john@myorg.com)**
- Event Property: Member Removed Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

1. Update Organization Settings
- KPI: Organization Settings Updated / WAU
- Trigger: User updates organization settings
- Event Definition: User updates settings for an organization on Edgio
- Event Property: Organization Name | String | My Organization
- Event Property: Setting Updated | String | Billing, Permissions, Integrations
- Event Property: Update Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

**Account-Based Marketing (ABM) Events**

1. Schedule Sales Call
- KPI: Sales Calls Scheduled / WAU
- Trigger: User schedules a sales call
- Event Definition: User schedules a sales call with a Edgio representative
- Event Property: Call Date | Date | 1/1/2023
- Event Property: Call Time | Time | 2:00 PM
- Super Property: Platform | String | Web, Android, iOS

1. Lead Nurture
- KPI: Leads Nurtured / WAU
- Trigger: User interacts with a nurturing campaign
- Event Definition: User engages with a Edgio lead nurturing campaign (e.g. email, content download, webinar)
- Event Property: Campaign Type | String | Email, Content Download, Webinar
- Event Property: Interaction Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

Sales Opportunity Created

1. KPI: Sales Opportunities Created / WAU
2. Trigger: Sales representative creates a new sales opportunity
3. Event Definition: Sales representative creates a new opportunity for a lead in the Edgio CRM
4. Event Property: Opportunity Value | Integer | 5000
5. Event Property: Opportunity Stage | String | Discovery, Evaluation, Proposal, Negotiation, Closed

Event Property: Opportunity Creation Date | Date | 1/1/2023

1. Super Property: Platform | String | Web, Android, iOS
2. Sales Opportunity Updated
3. KPI: Sales Opportunities Updated / WAU
4. Trigger: Sales representative updates an existing sales opportunity
5. Event Definition: Sales representative updates an opportunity in the Edgio CRM
6. Event Property: Opportunity Value | Integer | 5000
7. Event Property: Opportunity Stage | String | Discovery, Evaluation, Proposal, Negotiation, Closed
8. Event Property: Opportunity Update Date | Date | 1/1/2023
9. Super Property: Platform | String | Web, Android, iOS

Super Property: Platform | String | Web, Android, iOS

1. Sales Opportunity Closed
2. KPI: Sales Opportunities Closed / WAU
3. Trigger: Sales representative closes a sales opportunity
4. Event Definition: Sales representative closes an opportunity in the Edgio CRM
5. Event Property: Opportunity Value | Integer | 5000
6. Event Property: Opportunity Stage | String | Closed Won, Closed Lost
7. Event Property: Opportunity Closed Date | Date | 1/1/2023
8. Super Property: Platform | String | Web, Android, iOS

Sales Follow-up

- KPI: Sales Follow-ups / WAU
- Trigger: Sales representative follows up with a lead or customer
- Event Definition: Sales representative follows up with a lead or customer after a sales opportunity is closed
- Event Property: Follow-up Date | Date | 1/1/2023
- Event Property: Follow-up Type | String | Email, Phone Call, In-person Meeting
- Event Property: Follow-up Purpose | String | Onboarding, Upsell, Retention, Support
- Super Property: Platform | String | Web, Android, iOS

Account Expansion

- KPI: Account Expansions / WAU
- Trigger: User upgrades or adds additional services to their account
- Event Definition: User upgrades or adds additional services to their Edgio account, increasing its value
- Event Property: Expansion Type | String | Plan Upgrade, Additional Services, Increased Usage
- Event Property: Expansion Value | Integer | 1000
- Event Property: Expansion Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

Sales Referral

- KPI: Sales Referrals / WAU
- Trigger: User refers a new potential customer to Edgio
- Event Definition: User refers a new potential customer to Edgio through a referral program
- Event Property: Referral Email | String | [jane@newcustomer.com](mailto:jane@newcustomer.com)
- Event Property: Referral Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

Contract Renewal

- KPI: Contract Renewals / WAU
- Trigger: User renews their contract with Edgio
- Event Definition: User renews their contract for Edgio's services
- Event Property: Contract Length | Integer | 12 (months)
- Event Property: Renewal Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

Contract Termination

- KPI: Contract Terminations / WAU
- Trigger: User terminates their contract with Edgio
- Event Definition: User terminates their contract for Edgio's services
- Event Property: Termination Date | Date | 1/1/2023
- Event Property: Termination Reason | String | Cost, Dissatisfaction, Switching Providers
- Super Property: Platform | String | Web, Android, iOS

Sales Follow-up

- KPI: Sales Follow-ups / WAU
- Trigger: Sales representative follows up with a lead or customer
- Event Definition: Sales representative follows up with a lead or customer after a sales opportunity is closed
- Event Property: Follow-up Date | Date | 1/1/2023
- Event Property: Follow-up Type | String | Email, Phone Call, In-person Meeting
- Event Property: Follow-up Purpose | String | Onboarding, Upsell, Retention, Support
- Super Property: Platform | String | Web, Android, iOS

Account Expansion

- KPI: Account Expansions / WAU
- Trigger: User upgrades or adds additional services to their account
- Event Definition: User upgrades or adds additional services to their Edgio account, increasing its value
- Event Property: Expansion Type | String | Plan Upgrade, Additional Services, Increased Usage
- Event Property: Expansion Value | Integer | 1000
- Event Property: Expansion Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

Sales Referral

- KPI: Sales Referrals / WAU
- Trigger: User refers a new potential customer to Edgio
- Event Definition: User refers a new potential customer to Edgio through a referral program
- Event Property: Referral Email | String | [jane@newcustomer.com](mailto:jane@newcustomer.com)
- Event Property: Referral Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

Contract Renewal

- KPI: Contract Renewals / WAU
- Trigger: User renews their contract with Edgio
- Event Definition: User renews their contract for Edgio's services
- Event Property: Contract Length | Integer | 12 (months)
- Event Property: Renewal Date | Date | 1/1/2023
- Super Property: Platform | String | Web, Android, iOS

Contract Termination

- KPI: Contract Terminations / WAU
- Trigger: User terminates their contract with Edgio
- Event Definition: User terminates their contract for Edgio's services
- Event Property: Termination Date | Date | 1/1/2023
- Event Property: Termination Reason | String | Cost, Dissatisfaction, Switching Providers
- Super Property: Platform | String | Web, Android, iOS

Schedule Sales Call

- KPI: Sales Calls Scheduled / WAU
- Trigger: User schedules a sales call with a Edgio representative
- Event Definition: User schedules a sales call to discuss Edgio's services and products
- Event Property: Call Date | Date | 1/1/2023
- Event Property: Call Time | Time | 2:00 PM
- Event Property: Call Purpose | String | Product Inquiry, Pricing, Demo
- Super Property: Platform | String | Web, Android, iOS

Attend Sales Call

- KPI: Sales Calls Attended / WAU
- Trigger: User attends a scheduled sales call with a Edgio representative
- Event Definition: User attends a sales call to discuss Edgio's services and products
- Event Property: Call Date | Date | 1/1/2023
- Event Property: Call Duration | Time | 30 minutes
- Event Property: Call Outcome | String | Successful, Unsuccessful, Rescheduled
- Super Property: Platform | String | Web, Android, iOS

Sales Nurture

- KPI: Leads Nurtured / WAU
- Trigger: Sales representative nurtures a lead through personalized content and follow-ups
- Event Definition: Sales representative engages with a lead to build a relationship and move them through the sales funnel
- Event Property: Nurture Start Date | Date | 1/1/2023
- Event Property: Nurture Type | String | Email Campaign, Phone Call, Webinar
- Event Property: Nurture Status | String | Ongoing, Completed, Terminated
- Super Property: Platform | String | Web, Android, iOS

Sales Demo

- KPI: Sales Demos Delivered / WAU
- Trigger: Sales representative delivers a product demo to a potential customer
- Event Definition: Sales representative presents a live or recorded demonstration of Edgio's products and services to a potential customer
- Event Property: Demo Date | Date | 1/1/2023
- Event Property: Demo Duration | Time | 45 minutes
- Event Property: Demo Outcome | String | Successful, Unsuccessful, Follow-up Scheduled
- Super Property: Platform | String | Web, Android, iOS

Proposal Sent

- KPI: Proposals Sent / WAU
- Trigger: Sales representative sends a proposal to a potential customer
- Event Definition: Sales representative sends a formal proposal outlining Edgio's products, services, and pricing to a potential customer
- Event Property: Proposal Date | Date | 1/1/2023
- Event Property: Proposal Value | Integer | 10000
- Event Property: Proposal Status | String | Pending, Accepted, Rejected
- Super Property: Platform | String | Web, Android, iOS

Proposal Follow-up

- KPI: Proposal Follow-ups / WAU
- Trigger: Sales representative follows up with a potential customer after sending a proposal
- Event Definition: Sales representative contacts a potential customer to discuss the proposal and address any questions or concerns
- Event Property: Follow-up Date | Date | 1/1/2023
- Event Property: Follow-up Type | String | Email, Phone Call, Meeting
- Event Property: Follow-up Outcome | String | Successful, Unsuccessful, Further Follow-up Required
- Super Property: Platform | String | Web, Android, iOS

Proposal Accepted

- KPI: Proposals Accepted / WAU
- Trigger: Potential customer accepts a sales proposal from Edgio
- Event Definition: Potential customer formally accepts the proposal for Edgio's products and services
- Event Property: Acceptance Date | Date | 1/1/2023
- Event Property: Accepted Proposal Value | Integer | 10000
- Event Property: Next Steps | String | Contract Signing, Onboarding, Payment
- Super Property: Platform | String | Web, Android, iOS

Proposal Rejected

- KPI: Proposals Rejected / WAU
- Trigger: Potential customer rejects a sales proposal from Edgio
- Event Definition: Potential customer formally declines the proposal for Edgio's products and services
- Event Property: Rejection Date | Date | 1/1/2023
- Event Property: Rejected Proposal Value | Integer | 10000
- Event Property: Rejection Reason | String | Price, Competition, Timing
- Super Property: Platform | String | Web, Android, iOS

Sales Onboarding

- KPI: Sales Onboarding Completed / WAU
- Trigger: New customer starts onboarding process with Edgio
- Event Definition: New customer begins the process of integrating Edgio's products and services into their workflow
- Event Property: Onboarding Start Date | Date | 1/1/2023
- Event Property: Onboarding Type | String | Self-guided, Assisted, Custom
- Event Property: Onboarding Status | String | In Progress, Completed, Abandoned
- Super Property: Platform | String | Web, Android, iOS

Sales Upsell

- KPI: Sales Upsells / WAU
- Trigger: Sales representative identifies and pursues an upsell opportunity with an existing customer
- Event Definition: Sales representative offers additional products or services to an existing customer, generating more revenue
- Event Property: Upsell Date | Date | 1/1/2023
- Event Property: Upsell Value | Integer | 2000
- Event Property: Upsell Type | String | Additional Features, Increased Capacity, Extended Support
- Super Property: Platform | String | Web, Android, iOS

Form Fill

- KPI: Form Fills / WAU
- Trigger: User submits a form on Edgio's website or app
- Event Definition: User completes and submits a form, such as contact information or sign-up forms
- Event Property: Form Name | String | Contact Us, Sign Up, Request Demo
- Event Property: Form Submission Date | Date | 1/1/2023
- Event Property: Form Submission Source | String | Web, Android, iOS
- Super Property: Platform | String | Web, Android, iOS

Email Subscription

- KPI: Email Subscriptions / WAU
- Trigger: User subscribes to Edgio's email newsletter or updates
- Event Definition: User provides their email address and opts-in to receive email communications from Edgio
- Event Property: Subscription Date | Date | 1/1/2023
- Event Property: Subscription Source | String | Web, Android, iOS
- Super Property: Platform | String | Web, Android, iOS

Content Download

- KPI: Content Downloads / WAU
- Trigger: User downloads a piece of content from Edgio's website or app
- Event Definition: User downloads content, such as whitepapers, ebooks, or case studies, provided by Edgio
- Event Property: Content Name | String | Whitepaper: Boosting Sales, Ebook: Mastering Edgio, Case Study: Acme Corp Success
- Event Property: Download Date | Date | 1/1/2023
- Event Property: Download Source | String | Web, Android, iOS
- Super Property: Platform | String | Web, Android, iOS

Webinar Registration

- KPI: Webinar Registrations / WAU
- Trigger: User registers for a Edgio webinar or online event
- Event Definition: User provides their contact information and signs up to attend a Edgio webinar or online event
- Event Property: Webinar Name | String | Boosting Sales with Edgio, Mastering Edgio for Developers, Edgio Case Study Showcase
- Event Property: Registration Date | Date | 1/1/2023
- Event Property: Registration Source | String | Web, Android, iOS
- Super Property: Platform | String | Web, Android, iOS

Webinar Attendance

- KPI: Webinar Attendances / WAU
- Trigger: User attends a Edgio webinar or online event
- Event Definition: User logs in and participates in a Edgio webinar or online event
- Event Property: Webinar Name | String | Boosting Sales with Edgio, Mastering Edgio for Developers, Edgio Case Study Showcase
- Event Property: Attendance Date | Date | 1/1/2023
- Event Property: Attendance Source | String | Web, Android, iOS
- Super Property: Platform | String | Web, Android, iOS

Social Media Engagement

- KPI: Social Media Engagements / WAU
- Trigger: User interacts with Edgio's content on social media
- Event Definition: User likes, shares, comments on, or retweets Edgio's content on social media platforms
- Event Property: Social Platform | String | Facebook, Twitter, LinkedIn, Instagram
- Event Property: Engagement Date | Date | 1/1/2023
- Event Property: Engagement Type | String | Like, Share, Comment, Retweet
- Super Property: Platform | String | Web, Android, iOS