A B2B software company with subscription billing, sales pipeline, and product analytics

Example B2B SaaS Company

Represents individual people in the CRM; supports segmentation, lifecycle tracking, attribution, and engagement analysis across marketing and sales touchpoints.

Contact

Represents accounts/organizations linked to contacts and deals; enables account-based reporting, coverage, revenue by account, and hierarchy analyses.

Company

Represents sales opportunities in the pipeline; supports analysis of pipeline coverage, win rates, stage conversion, velocity, and revenue forecasting.

Deal

Represents customer support cases; enables reporting on volume, SLA adherence, response and resolution times, and backlog trends.

Ticket

Represents CRM users/assignees for records; supports performance attribution, workload distribution, and territory/team reporting.

Owner

Captures logged activities like calls, emails, meetings, and tasks; used to measure sales activity levels, cadences, and follow-up effectiveness.

Engagement

Represents marketing email sends and campaign configurations; supports campaign performance analysis including sends, deliverability, and audience targeting.

Marketing Email Campaign

Event-level interactions with marketing emails (sends, opens, clicks, bounces); enables cohort analysis, funneling, attribution, and engagement rate metrics.

Email Engagement Event

Hubspot

HubSpot

Represents Stripe customer profiles with contact and payment details; enables segmentation, LTV/ARPU, retention cohorts, and payment method coverage analysis.

Customer

Recurring billing agreements and their items per customer; supports MRR/ARR tracking, churn and retention analysis, upgrades/downgrades, and renewal forecasting.

Subscription

Billing documents and their line items; enables collection rate and dunning performance analysis, invoice aging, and revenue recognition.

Invoice

Payment attempts and resulting charges across the checkout lifecycle; supports conversion and authorization rates, decline reason analysis, and refund performance.

Payment

Chargebacks and disputes raised on payments; enables dispute rate tracking, win/loss outcomes, reasons, and financial impact analysis.

Dispute

Transfers of Stripe balance to external bank accounts or cards; used for cash flow monitoring, arrival timing, and reconciliation to underlying transactions.

Payout

Financial ledger of charges, refunds, fees, adjustments, transfers, and payouts; supports net vs. gross revenue, fee analysis, and full reconciliation.

Balance Transaction (Ledger)

Movements of funds between Stripe or connected accounts; enables marketplace settlement reporting, take-rate analysis, and funds flow auditing.

Transfer (Connect)

Stripe

Core identity records representing individual end-users of the application; supports cohort analysis, activation funnels, retention tracking, and user-level KPI attribution.

user

Organization or company entities that group users under a single billing and permissions boundary; enables account-level revenue analysis, expansion tracking, and segmentation.

account

Recurring billing agreements linking accounts to plans; drives MRR/ARR calculations, churn analysis, upgrade/downgrade tracking, and renewal forecasting.

subscription

Billing documents issued for subscription periods or one-time charges; supports revenue recognition, collections analysis, and accounts-receivable reporting.

invoice

Individual monetary transactions tied to invoices; enables cash-flow analysis, payment-method mix reporting, failure-rate tracking, and reconciliation.

payment

Purchase transactions capturing line items, quantities, and totals; powers GMV reporting, average-order-value analysis, and fulfillment metrics.

order

Catalog items or SKUs available for purchase or subscription; supports product-mix analysis, attach rates, pricing optimization, and inventory tracking.

product

Pricing tiers or packages that define feature sets and billing amounts; enables plan-distribution analysis, upgrade-path modeling, and pricing experiments.

plan

PostgreSQL

Represents people interacting with your site or app; enables analysis of active users, new vs returning behavior, audience segments, cohorts, and lifetime value.

User (Audience)

Represents visits and engagement quality; supports KPIs like sessions, engaged sessions, engagement rate, and average engagement time across dimensions.

Session & Engagement

Captures user interactions and custom events; enables analysis of event counts, users per event, and event parameters to understand feature usage and behavior.

Event

Represents key outcomes marked as conversion events; supports measurement of conversion counts, rates, and attribution across channels, campaigns, and content.

Conversion

Identifies how users and sessions are acquired via source, medium, campaign, and channel; enables campaign performance, ROI, and UTM attribution analysis.

Traffic Source (Acquisition)

Represents website pages and app screens; supports analysis of views, entrances, exits, landing page performance, and content engagement.

Content (Pages & Screens)

Describes user devices and technical context such as device category, OS, browser, and app version; enables optimization across platforms and form factors.

Device & Tech

Represents user location by country, region, and city; supports segmentation and performance analysis for localization and regional campaigns.

Geography

Google Analytics

Represents people/leads in your Intercom workspace, enabling segmentation, cohort analysis, lifecycle tracking, and engagement measurement across support and marketing touchpoints.

Represents customer accounts/organizations with standard and custom attributes, supporting account segmentation, health monitoring, and rollups of conversation volume and engagement at the account level.

Represents customer support threads and their message parts, enabling analysis of volume, response and resolution times, SLA adherence, and tagging/topic trends.

Conversation

Saved dynamic cohorts of contacts or companies used for targeted analysis and reporting, including size and performance comparisons across customer groups.

Segment

Labels applied to conversations, contacts, or companies to categorize topics and workflows, enabling trend analysis, routing insights, and reporting by tag.

Represents support or sales groups used for routing and staffing, enabling workload, backlog, and performance breakdowns by team.

Team

Represents individual agents/users who handle conversations, enabling agent-level performance metrics such as response times, resolution rates, and workload.

Admin

Intercom

Time-stamped product interactions with rich properties; enables behavioral analytics, feature usage trends, conversion paths, and retention analysis.

User profiles keyed by distinct_id with demographic and behavioral properties; supports segmentation, user-level engagement tracking, cohorting, and LTV modeling.

Person

Configured step sequences measuring progression and drop-off between events; used to analyze conversion rates, step-by-step performance, and time-to-convert over time.

Funnel

Saved user segments based on behaviors or attributes, with retrievable membership; powers targeted analysis, cohort growth monitoring, and comparing engagement or retention across segments.

Cohort

Daily revenue aggregates computed from People profiles; enables revenue trend analysis, ARPU/ARPDAU, and revenue attribution to cohorts or funnels.

Revenue

Date-linked notes about releases, incidents, or campaigns that contextualize metric movements in reports and dashboards.

Annotation

Mixpanel

Google Ads customer and manager accounts used to map hierarchy and aggregate spend, impressions, clicks, and conversions across linked customers.

Account

Top-level marketing initiatives within an account; enables analysis of budget utilization, CTR/CPC/CPA/ROAS, and performance trends over time.

Campaign

Targeting and bidding containers under campaigns; supports analysis of strategy performance by audience, keyword, and placement, and optimization testing.

Ad Group

Individual ads and creative variants (search, display, video) used to measure creative effectiveness via CTR, conversion rate, and cost efficiency.

Ad (Creative)

Campaign or shared budgets that enable pacing, cap utilization, and spend versus target analysis.

Budget

Biddable search keywords with match types and quality signals used to assess coverage, CPC, CTR, and conversion performance.

Keyword

Actual user queries that triggered ads, used for query mining, negative keyword discovery, and performance by intent.

Search Term

Remarketing and affinity segments applied at campaign or ad group level; enables segmentation performance and targeting optimization.

Audience

Google Ads

Represents sales opportunities from initial stage to closed won/lost; enables pipeline coverage, win rates, stage conversion, deal velocity, and revenue forecasting.

Represents business accounts/companies; supports account segmentation, account health, revenue by account, and expansion/contraction analysis.

Represents unqualified prospects prior to conversion; enables lead funnel analysis, source performance, speed-to-lead, and conversion to contact/opportunity.

Lead

Represents contacts linked to accounts and opportunities; used for segmentation, buyer role analysis, engagement tracking, and influence on deals.

Captures tasks, calls, and meetings logged by the sales team; enables analysis of outreach volume, cadence adherence, follow-up SLAs, and rep productivity.

Activity

Represents Salesforce users and their activity; supports performance by owner, routing/ownership analytics, and adoption via login activity.

User

Tracks field-level changes across core objects (e.g., stage, owner, amount); enables stage duration, audit trails, SLA compliance, and point-in-time pipeline snapshots.

Change History

Salesforce

An online retail business with multi-channel advertising, email marketing, and storefront analytics

Example E-commerce Company

Represents shoppers and their lifecycle; enables segmentation, cohort retention, repeat purchase rate, and customer lifetime value analysis.

Represents completed sales with financial and fulfillment statuses; drives revenue reporting, AOV, order volume trends, and fulfillment SLAs.

Order

Captures payment events per order (authorizations, captures, refunds) to measure realized revenue, refund rates, and payment method performance.

Payment Transaction

Catalog of products and variants with pricing and options; supports product and variant performance, pricing impact, and merchandising analysis.

Product

Merchandised groupings of products; used to analyze collection-level sales, discovery, and merchandising effectiveness.

Collection

SKU-level inventory entities with tracking settings; enables stock on hand, out-of-stock rates, and replenishment planning.

Inventory Item

Fulfillment and inventory locations (warehouses/stores) to analyze stock distribution, allocation, and location-level availability.

Location

Checkout sessions not converted to orders; supports cart abandonment analysis, recovery campaigns, and funnel drop-off insights.

Abandoned Checkout

Shopify

Represents the billing and governance scope for advertising; used to analyze multi-campaign spend, pacing, currency impacts, and account-level performance rollups.

Ad Account

Top-level marketing initiatives defining objective and budget; enables analysis of campaign performance, budget allocation, pacing, and goal attainment (e.g., ROAS, CPA).

Delivery configuration and targeting layer with schedules, bids, and audiences; supports analysis of targeting effectiveness, budget pacing, and placement/device outcomes.

Ad Set

Individual ad executions linked to creatives; used to measure creative-level delivery, CTR, CPC, CPA, and variation testing within ad sets.

Creative definitions and media (images, videos) used by ads; enables creative performance analysis, message testing, and asset reuse tracking.

Creative Asset

Custom audience segments used for targeting; supports analysis of audience size, retention, sourcing, and downstream performance by segment.

Custom conversion definitions representing business outcomes; used for attribution and KPI calculation such as conversion volume, value, and recency.

Tagging taxonomy applied across campaigns, ad sets, and ads; enables flexible grouping, filtering, and rollup reporting by themes or initiatives.

Label

Facebook Ads

Time-stamped interactions (opens, clicks, purchases) tied to profiles, campaigns, and flows. Supports engagement trends, conversion funnels, attribution, and cohort analysis.

Outbound email and SMS campaigns with audiences and send settings. Used to track delivery, reach, engagement, revenue per campaign, and A/B performance over time.

Contact records with attributes, location, and consent status. Powers segmentation, lifecycle/LTV analysis, personalization, and deliverability monitoring.

Customer Profile

Subscriber lists and their memberships. Enables list growth tracking, opt-in health, churn/unsubscribe rates, and segment performance.

List

Automated journeys with triggers and statuses. Used to measure automation effectiveness, step-level engagement, and time-to-conversion.

Flow

Reusable message content with editor details and HTML/text. Supports creative performance analysis, consistency, and content reuse across campaigns and flows.

Message Template

Definitions of event types and their origins. Standardizes event taxonomy for reporting, mapping interactions to KPIs, and downstream modeling.

Metric

Klaviyo

Core support cases capturing issue, status, assignee, and timelines; enables analysis of volume, backlog, routing, SLA attainment, and resolution/response time KPIs.

Conversation messages on tickets (public and internal) used to analyze communication cadence, agent/customer engagement, and content/sentiment trends.

Ticket Comment

Change-log of ticket updates (status, assignee, field changes, automation effects) supporting lifecycle analysis, workflow compliance, and reopen/transfer diagnostics.

Ticket Audit Event

Time-stamped events powering granular SLA and timing analytics (e.g., first reply, requester wait, resolution), enabling time-in-state and breach analysis.

Ticket Metric Event

Customer feedback on solved tickets (e.g., good/bad with optional comment) used to track CSAT trends, drivers, and correlations with SLA and agent performance.

Satisfaction Rating

Profiles of people interacting with support, including agents and requesters; enables agent performance reporting and customer segmentation by traits and memberships.

User (Agent/End-user)

Accounts or companies grouping end-users; supports account-level volume, CSAT, SLA, and escalations analysis.

Organization

Support teams/queues used for routing and workload; enables queue health, assignment patterns, and team performance reporting.

Group

Zendesk

Zendesk Support

Represents an Instagram Business/Creator account with profile metadata and account-level insights; enables analysis of overall reach, impressions, profile interactions, and audience trends like follower growth and online follower activity over time.

Represents feed content (posts and reels) with captions, engagement counts, and media metadata; supports analysis of content performance including impressions, reach, likes, comments, plays, saves, shares, and carousel child performance.

Media

Represents ephemeral stories with media details and story-specific interactions; enables analysis of story engagement such as impressions, reach, taps, exits, replies, and optimization of story performance over time.

Story

Instagram

A financial technology company with payment processing, compliance requirements, and banking integrations

Example Fintech Company

Represents raw user interactions and the event taxonomy, enabling behavioral analytics such as funnels, retention, pathing, and feature usage analysis.

Time-series metrics of unique active users (e.g., DAU/WAU/MAU), supporting engagement trend tracking, growth analysis, and segmentation by attributes like country.

Active Users

Session-level engagement metrics such as average session length over time, used to assess session quality, stickiness, and changes in time spent.

Session

User segments defined by behaviors or attributes, enabling cohort-based segmentation, targeted analysis, and experiment evaluation.

Timeline markers and notes that provide context for metric changes, such as releases, campaigns, or incidents, to improve interpretation of trends.

What could your data tell you?