SaaS businesses have very different use cases (and different data-sets) to "traditional" businesses.  Specifically when the product is an online application then companies (including CANDDi ourselves) are using CANDDi technology to track visitor's behaviour / activity throughout their application.

This article looks at how SaaS companies use CANDDi as a real-time retention / support platform by understanding how individual (registered) users are engaging with your site and by using tags and then building streams using those tags to identify sets of Contacts.

Once you have sets of Contacts with specific behaviours then you can set-up triggers and alerts to notify you (or your website) when a specific Contact moves between stages (or if a specific Contact is stuck in one stage).

NOTE: In order to configure CANDDi to track SaaS events then typically developers need to push custom events into CANDDi via the javascript tracker.

How to:

Step 1. Define the stages

Define the stages within your conversion (or retention funnel) which you wish to track.

  Typically these will look like:







      Has logged in

      Has set-up system

      Has done action X, Y, Z

      Has responded to latest training email/customer news letter

It's not important to define every event up front (you can always add more events and build more streams later).  

Step 2: Identify how you know:

Identify how you "know" that a Contact has performed the task required in each step.  

Sometimes this will be easy (for example - a Contact has logged in if they have submitted the login form). Sometimes this will be much trickier - for example, you might define a "Customer" as someone who has paid their last bill (whether this is by recurring subscription / BACS / etc...). This information might only be known in your billing platform.

CANDDi Professional Services team can help you with this process.

Step 3: Exclude your company:

It goes without saying that you're less interested in the behaviour of people from your own company.  You can do this using the Excludes settings.  CANDDi will still track people from your organisation however they won't appear in any of your custom streams (they will only appear in the excluded stream)

Step 4: Tag up your site

Using the events defined in Steps 1 & 2 - then the next step is to use CANDDi to tag up your site so that when Contacts complete appropriate actions then these will be stored as tags against their CANDDi profile.

There are two ways to do this

a) if the tags depend on where in the site the Contact has visited (or what forms the Contact has completed etc...) then use the Tag dashboard

b) if the tags depend on "properties" of the Contact (in your database) then you will need to push these into CANDDi as a custom event.

Example if you want to send CANDDi that one Contact is on Plan A and another Contact is on Plan B then you would export this data from your database and save it as a Javascript object.  This will be pushed into CANDDi.

CANDDi Professional Services team can help you with this process.

Step 5: Creating relevant streams

Now comes the fun part.  You can build a stream (or streams) based on one or more of these tags.  For example - find all Contacts who are on Plan A or find all Contacts who are on Trial and who haven't visited the Pricing page.  See here.

You can also add triggers to notify you (or your web-app) when a Contact joins (or rejoins) these streams

  Email Triggers

  Webhook Triggers 

Good luck - have fun

Any questions please feel free to drop us a line on, or give us a call on 0161 414 1080.

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