Seeing where pet owners drop off.
The client is a US online veterinary service sold as a membership. Pet owners book video consultations with licensed vets, message a care team between visits and have prescriptions and treatments shipped to their door. Revenue depends on members staying subscribed month after month.
For a subscription business, retention is the number that matters most. The team could see sign-ups arrive, but they could not see what members did in the product afterwards or at which point they stopped coming back.
Event data was not flowing through Segment in a planned way. Events were named inconsistently, some key actions were missing, and the tools downstream of Segment each received a slightly different picture. GA4 reporting could not be trusted for product decisions.
The product and growth teams needed one reliable source for how members used the service, so they could fix the steps where people were being lost.
Tracking plan
We wrote a Segment tracking plan covering the full member lifecycle, from sign-up and first consultation to prescriptions, refills and renewals. Every event got a clear name, a defined set of properties and an owner. The plan became the reference for engineering and product.
Segment implementation
We set up Segment to collect events against the plan and route them cleanly to each downstream destination. Identity was handled so a member looked like the same person across web and app sessions. Events that did not match the plan were flagged so they could be fixed at source.
Core product actions in GA4
We instrumented the actions that define an engaged member in GA4, including booking a visit, completing a consultation, messaging the care team and ordering treatment. Custom dimensions carried plan type and pet details so the team could segment behaviour.
QA and validation
Each event was tested in staging and production against the tracking plan before it went live. We checked property values, identity stitching and the counts arriving in each tool. Gaps found during QA were fixed before reporting was built on top.
Retention reporting
We built retention reports that follow members from sign-up through their first months of use. The reports show which actions come before members stay and where engagement breaks down. Product and growth teams can now pick the steps to fix first.
Documentation and handover
We documented the tracking plan, the Segment setup and how to add new events without breaking reporting. The internal team was walked through the reports so they could run them without us.
- Event data now flows through Segment on a single, consistent plan.
- Every downstream tool receives the same clean events.
- Core product actions are tracked in GA4 and can be segmented by member type.
- Retention loss that used to be invisible is now reported at each step.
- The product analytics work helped the team improve member retention.
The client’s name and specifics are covered by an NDA that limits what we can publish. We have permission to discuss the work in more detail in private, so ask us on a call.
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