Analytics
SaaS Analytics Events Checklist
A SaaS analytics events checklist for tracking acquisition, activation, checkout, purchase, retention, and friction.
Search intent
Set up SaaS analytics
Primary keyword: SaaS analytics events checklist
A SaaS analytics events checklist should explain the user journey from first visit to purchase and repeat value. Start with fewer events, but make them consistent.
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One-time payment. Lifetime updates.
Track the acquisition path
Capture pageviews, referrer, UTM values, landing page, device, and first touch. Without acquisition context, conversion data cannot tell you which channels work.
- Store UTM values for checkout.
- Track landing path and first referrer.
- Group SEO, social, referral, and direct traffic.
Track product intent
Intent events show whether visitors did anything meaningful before buying. They are more useful than raw pageviews for diagnosing funnel quality.
- CTA clicked.
- Tool started or demo started.
- Signup started and onboarding completed.
Track revenue truth
Purchases should come from webhooks, not only client redirects. The webhook is the source of truth for revenue, license, refund, and subscription status.
- Use provider order IDs.
- Attach session and attribution metadata.
- Send purchase and license events back to analytics.
FAQ
What are the most important SaaS analytics events?
The most important events are pageview, signup started, activation completed, CTA clicked, checkout initiated, purchase completed, and retention or repeat usage.
Should purchases be tracked on the client or server?
Track checkout intent on the client, but track completed purchases from the payment provider webhook.