Josephine Liu, Sherry Huang on June 9th 2021

Our latest feature, Journeys, empowers teams to unify touchpoints across the end-to-end customer journey.

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Peter Reinhardt on April 21st 2017

Each year on April 22, Earth Day marks the anniversary of the modern environmental movement born in 1970. Just a few years shy of its 50th anniversary, this Earth Day sees today’s outlook on environmental protection, awareness, and progress in a troubling state.

The EPA is systematically being taken apart, with funding cut 31% and staff reduced by 20% in a new budget blueprint proposal submitted by the White House. Funding and research for other key environmental initiatives, like grants to states and the EPA’s air and water programs, would also be slashed by a third. Thirty eight programs face not just reduction, but complete abandonment—climate change initiatives, grants to clean up industrial sites, and the brownfield projects, which would restore over 25,000 parcels of contaminated or polluted land containing hazardous materials across the U.S. We can’t stand for this. 

At Segment one of our four core values is Karma. Karma guides Segments to make good decisions by considering the impact of our business choices on our customers, our community, and even more broadly, the world. This Earth Day, we’re invoking Karma by organizing a joint effort with some of our partners to elevate environmental protection awareness and action. Together with Amplitude, Chartio, Customer.io, Delighted, Drift, GoSquared, Help Scout, Hull, Iterable, Looker, and Promoter.io,  we’re proud to completely offset our collective carbon emissions for the entire year(*) with a $20,540.84 combined donation to carbon-offsetting initiatives including Carbonfund.org and others.

We are all stewards of this planet. By reducing our carbon footprint where we can, and offsetting what we can’t, all twelve companies stand by a commitment to better the planet. This Earth day, we’re putting our values into action, standing for what’s right, and challenging the administration on its regressive plans for environmental protection in the US. Join in by calculating your carbon footprint for the year and donating to offset its effect, here.

*Each company calculated its CO2 emissions and made a donation to fully offset the calculated carbon footprint. Offsetting costs were calculated using this simple tool. Some partners with international headquarters calculated and offset emissions from their US based operations.

Chris Sperandio, Han Kim on March 2nd 2017

Today, we’re excited to launch our newest integration from our partnership with Facebook, Facebook Offline Conversions. With the Segment and Facebook Offline Conversions integration, you can now understand how advertising on Facebook affects revenue in stores and other offline channels. Our integration enables a broad set of use cases, allowing you to understand the down-funnel effectiveness of your Facebook ads in real-time.

How it works

Segment’s unique integration with Facebook Offline Conversions allows you to use Segment’s server-side libraries to send transaction and event data from your back office systems, customer database, call center technologies, appointments, or point-of-sale system, directly to Facebook.

Historically, it’s been difficult to attribute offline activity to online advertising. As an example, one of the biggest challenges for brick-and-mortar stores is to measure how their online advertising campaigns actually impact their in-store sales. Facebook Offline Conversions allows an advertiser with purchase data to match this data against their Facebook ad campaigns, and measure whether a customer who purchased something in store saw an ad on Facebook.

Without Segment, advertisers have to manually gather this data, and upload a CSV into Facebook. This powerful integration enables you to send these events directly to Facebook as they occur, eliminating multiple steps and expediting the process so you can measure and optimize your campaigns more quickly.

Expand the data you can collect with Segment

Segment’s tracking API offers a flexible, platform agnostic way to collect data about the interactions you have with your customers. The most common way for retailers to capture transactional data and forward it to Segment is to forward data according to our ecommerce spec from their backend, ERP, POS, or OMS software. This allows you to understand and act upon the full checkout funnel across vendors and platforms, now including offline conversions, in Facebook. In addition, because Segment also keeps a record of the transaction in your warehouse, it can also be used by your email marketing software, analytics tools, and the over 180 integrations available on Segment.

Segment’s integration with Facebook Offline Conversions lets you to track and measure what you need. Using Segment, any transaction and event can be sent to Facebook, giving you complete flexibility. Here are some examples of what you can do with Segment and Facebook Offline Conversions:

  • See real-time results as transactions occur in-store

  • Understand how Facebook ads might be driving sales over the phone

  • Gain insight into email open rates for new mailing list sign-ups generated through Facebook Lead Ads

  • Understand which campaigns drive different events within a sales cycle

  • Gain demographic insights about people who purchase

  • Optimize future ad campaigns based on performance of campaigns and impact on purchases

View Your Customer Journey Through Facebook

Segment’s partnership with Facebook spans multiple products, including a source for Facebook Ads, a source for Facebook Lead Ads, an integration for Facebook Pixel for Web Data, and an integration for Facebook App Events for Mobile Data. With the addition of Offline Conversions, you finally have a fully cross-platform view into your customer behavior like never before.

Facebook uses their multi-screen touch points with your customers to reconcile this cross-platform data into cohesive customer profiles using event source groups. With Analytics for Apps, you can use your first party data from all three integrations and and combine it with Facebook’s rich demographic data to understand what factors and features are driving engagement, retention, and conversion for your business. You can create audiences of users based on this data and seamlessly operationalize those insights by sending that audience to Facebook Ads for retargeting. With our Facebook Offline Conversions integration, Segment enables you to use all of your data to grow your business through Facebook.

You can get started with the Facebook Offline Conversions integration today. See our documentation for more information.

Chris Sperandio on February 28th 2017

Smart web developers and marketers alike put an intense focus on optimizing site performance, and for a good reason. Each second a customer waits for your site to load will result in a 7% reduction in conversions! Many of you have asked us to help address this problem by removing a key instigator of increased network bandwidth from your sites—third-party libraries.

We’ve listened, and today we’re excited to bring a popular feature of our mobile platform to the web: Connection Modes for analytics.js. With Connection Modes, you’ll be able to remove third-party libraries from your site, and instead forward data to these integrations directly from our servers, optimizing your site performance.

Connection Modes is now available in beta for Adobe Analytics, Mixpanel, Amplitude, Keen.io, Vero, and Customer.io.

Less code, better experiences

The more tools you use for marketing and analytics, the more client libraries you need to load onto your web pages. This means more requests, slower page loads, and more surface area for bugs and exceptions—all effects that can degrade web performance.

Unfortunately, even seemingly small reductions in web performance have a huge impact on conversion rates. According to research by Akamai and Dynatrace, 40% of people abandon sites that take more than 3 seconds to load.

Performance issues only increase on the mobile web. In fact, slow pages rank higher than site crashes as the number one user complaint around mobile sites. But many businesses haven’t optimized these experiences; the average retail mobile site takes 6.9 seconds to load.

We’re offering Connection Modes to help customers employ the tools they need to drive growth without sacrificing user experience. Here’s how it works.

Cloud-based connections

On mobile, we’ve long supported the option to either bundle third-party SDKs directly into your app, or just use Segment’s SDK and send mobile data to active integrations directly from Segment’s servers. Today, we’re expanding this functionality to the web with several updated integrations.

Now you’re able to choose where exactly Segment will transform and send data to your integrations like Mixpanel, Amplitude, and Adobe Analytics: either on the device, or in the cloud.

Traditionally, Segment’s web integrations have required you to use device-based connections. In the device-based model, Segment wraps the library for your integration into our own library and proxies API calls into it within the context of the browser. This model is what enables Segment to seamlessly support tools that require direct access to the DOM or browser context, such as A/B testing, heat-mapping, and live chat tools.

With the introduction of cloud-based connections for web, you can improve site performance by cutting the size of analytics.js and third-party dependencies. When you enable the cloud-based Connection Mode for an integration, Segment will no longer load that tool’s library onto your site. Instead, Segment will use the copy of the event we receive on our servers to translate and route that data to your integrations via a direct, server-to-server connection.

Getting started

Integrations that now support the cloud-based Connection Mode for analytics.js include Adobe Analytics, Mixpanel, Amplitude, Keen.io, Vero, and Customer.io.

You can change the Connection Mode settings for these integrations by navigating to your website source, clicking into the integration, and looking for the Connection Modeoption.

Before you activate a cloud-based connection, however, you’ll want to consider whether the integration you’re using has some features that require device-based interactions. To help you choose, we’ve outlined the tradeoffs inside the settings sheet for each integration and in the docs.

For example, if you use the cloud-based Connection Mode for Mixpanel, you won’t be able to use their features for in-app surveys or auto-tracking. But, if you’re only using Mixpanel for analytics, you’ll still receive your data in their funnel analytics and people features just fine.

Similarly, when you enable the cloud connection for Vero, you won’t be able to merge in historical anonymous behavior for newly-identified users. If you’re triggering campaigns off of these types of events, perhaps consider keeping the device-based mode enabled. However, in most cases, the cloud-based connection is worth the performance enhancements for email tools.

What’s next

To help us prioritize our plans, we’d love to hear from you which other integrations you want to enable in cloud-based mode. Click here to vote for adding a cloud-based connection mode to another integration!

Or, log in to get started!

Peter Reinhardt on February 7th 2017

The executive order signed on January 27 places restrictions on immigration that are inconsistent with American values and will negatively impact our communities and businesses for generations.

America is a country of immigrants, and we believe fundamentally that the order’s restrictions fly in the face of American values. As a company, we believe that diversity is a cornerstone of our success to date, and a key component of our future growth. Half of our executive team immigrated to the United States from India, Russia and Venezuela, one of our founders was a Soviet Jewish refugee, and our 120 teammates come from 20 countries: Argentina, Australia, Belarus, Canada, China, Denmark, France, India, Israel, Italy, Netherlands, New Zealand, Poland, Russia, South Korea, Taiwan, Ukraine, United Kingdom, United States and Venezuela.

Segment strongly opposes the order’s restrictions on immigration, its religious exclusions, and its reduction in refugees allowed entry to the US. In addition to the regressive nature of the order with respect to American ideals, it sends a message to the international engineering, business, and science communities that they are “not welcome.” It’s incredibly shortsighted from a business perspective, and deeply upsetting on a human level in its rejection of the American tradition.

With this in mind, we are taking two actions today:

  1. We are committing to not participate in the creation of databases of identifying information for any government to target individuals based on race, religion, or national origin.

  2. We’re making a $10,000 donation to the ACLU, a $10,000 donation to the EFF, and will match up to $20,000 from the team at Segment to these same organizations.

We’re proud that Segment has been built by a team born in 20 different countries, and we’ll continue to hold our doors open to welcome the rest. We strongly recommend that the White House push to uphold America’s values, and welcome immigrants and refugees of all backgrounds and faiths. It’s not America if we don’t.

Stephanie Evans on January 25th 2017

Today, we’re excited to announce the beta launch of a new Segment Source: Facebook Lead Ads. With Facebook, people provide their information to their selected business via a pre-loaded form within Facebook. Lead Ads have been shown to be effective across verticals, with popular use cases in generating newsletter sign ups, event attendees, and seeding product discounts.

As we all know, collecting leads for your business is only half the battle. If you hope to turn your leads into customers, you have to activate them quickly. Whether this means sending them an email, calling them, or creating an account in Salesforce for outreach, these follow-up actions happen outside of Facebook. Most often, connecting this data involves a never-ending CSV export-import loop, which can be tedious and error-prone.

The Segment integration with Facebook makes this process seamless. Starting today, you can use Facebook Lead Ads to capture rich, first-party data from prospects, and use Segment to send it into your marketing tools in real time. By cutting down the amount of time it takes to get this information into your marketing tools, you can reach your leads with the right marketing campaigns immediately and increase their chance of conversion.

Contact leads in seconds with Segment

Research from MIT shows that allowing an hour to pass between when a lead is generated and when the next step is taken can decrease the value of that lead by 13x. A prospect has expressed interest in learning more about your product, but attention spans are short. Reaching out to them while you’re still top of mind is imperative.

This month, our marketing team used Facebook Lead Ads for the first time to promote a webinar. In the absence of the Segment integration, we downloaded our leads and uploaded them into Customer.io and Salesforce for outreach. On average, 24 hours passed before they received any outreach from us. Using the Facebook Lead Ads integration, we were able to email customers less than 30 seconds after they submitted their information.

Every company has its preferred method of contacting new leads, and some methods are more effective than others. Maybe you prefer to send out a mass email. Maybe your sales team reaches out to leads individually. Or, at least, make it appear as if they do. Segment integrates with hundreds of tools. No matter how you contact your leads, you’ll be able to reach them quickly.

Lead Ads use cases

There are many exciting use cases for Facebook Lead Ads, regardless of your customer focus or advertising objectives. According to Douglas Weiss, Product Partnerships Manager at Facebook, “We’ve had every different type of company find success with Lead Ads - from BMW finding test drive registrants, to Cisco WebEx generating leads for their video conferencing service. Segment’s integrations give companies the flexibility to experiment with a multitude of use cases and drive results.” Examples include:

  • Newsletter sign ups

  • Event registration

  • Contest and sweepstake entries

  • Inquiry/interest form

  • White paper/gated content download

  • Discounts or coupons for retail goods

  • Product demo registration

Setup

Getting set up with the Segment’s Lead Ads source typically takes between 5-10 min! Log into your Segment account, add Facebook Lead Ads as a new Source, and select the downstream tools you’d like to send your leads to.

For full details of the integrations you can use with Facebook Leads Ads, see our documentation.

Available now

The Facebook Lead Ads Source (beta) is available now in your Segment dashboard. Log in to Segment, activate, and start working your leads today.

Want to learn more? Watch our joint webinar with Facebook to find out how to improve your Facebook Lead Ads with Segment.

Julie-Jennifer Nguyen on December 9th 2016

Today, we’re excited to announce that our integration with BigQuery, Google’s low-maintenance cloud data warehouse, is out of beta! This makes BigQuery the latest addition to Segment Warehouses, the easiest way to analyze your customer data in SQL.

With Segment and BigQuery, you don’t have to build out your own ETL process to stream data from your mobile apps, websites, and second-party data sources like Zendesk and Salesforce into a data warehouse. Segment Warehouses schematizes and loads this data for you out of the box.

Leveling up to Google BigQuery

Since we launched our Warehouses product, we’ve seen a voracious excitement in the analytics and product management community for leveling up their analytics stack to SQL. Out-of-the box tools are great for quick analyses, but when you want to dive deep and understand very granular user flows, you’re going to need the power and flexibility of a SQL database paired with a BI tool.

Now, with BigQuery and Segment, you can pipe petabytes of raw data from your website, app, servers, and cloud sources like Salesforce and Zendesk into a fully managed, auto-scaling cloud data warehouse.

Scalability and performance… without the overhead

Choosing Google BigQuery as your cloud data warehouse will empower you to quickly query large data sets and scale seamlessly as you grow, without the need for ongoing maintenance. Tasks like adjusting your cluster size, adding more machines, and vacuuming tables for optimal query performance often requires time and resources that you don’t have. With BigQuery, there’s nothing to tweak or tune—it just works.

The cloud advantage

With traditional on-premise databases, data is stored on physical servers that you maintain. The more your data grows, the more hardware you need for storage, and that can make scaling your analytics cost-prohibitive, not to mention costly for hiring. Since BigQuery offers a serverless cloud solution, one of the key advantages that it offers over traditional on-premise databases is limitless storage and affordable scalability.

What sets BigQuery apart

If you’re already using a cloud data warehouse solution, you might be wondering what makes BigQuery different from others out there, especially now that Segment is making it so easy to load data into your warehouse of choice.

Here are some of key features of BigQuery:

  • It’s fully managed — No provisioning, no maintenance, no low-level configuration tweaking… it’s all automatically handled for you, starting from the initial data load when you turn it on through Segment

  • It’s continuously self-optimizing — BigQuery’s background processes constantly evaluate your usage patterns to automatically optimize your datasets for performance - in other words, it’s always learning the best ways to make your queries faster

  • It’s infinitely scalable — BigQuery has a distributed cloud architecture with the computing power of tens of thousands of servers, which guarantees your queries will be fast, no matter how much data you have

  • It’s cost-efficient to store data — BigQuery has very low storage costs, and you can manage data querying costs easily through Google’s cost controls and query caching. Additionally, now with flat-rate pricing for high volume or enterprise customers, Google’s made it even simpler to plan for your usage costs than ever before.

  • It separates storage and compute resources — BigQuery lets you adjust these resources independently as you go, so there’s no need to plan for peak storage or usage periods in advance

  • It gives you another layer of security — BigQuery encrypts all data at rest and in transit by default. With other solutions, you’d have to opt in to this from the start, or else you’d need to reload your data into a new cluster

  • It adheres to standard SQL — In the past, many analysts complained about BigQuery’s SQL-like language. Now, BigQuery uses a revamped SQL dialect that’s compliant with the SQL 2011 standard, so more and more of your team can get started with BigQuery right away.

Get your data into BigQuery today

To start, you can follow any of these steps to get data flowing into BigQuery in a matter of hours:

  • Set up a BigQuery account here.

  • Connect your BigQuery account to Segment.

  • Connect cloud sources your company uses like Zendesk, Salesforce, and SendGrid to Segment.

  • Track user events with Segment’s data collection libraries.

  • See your data flow into BigQuery and query away!

To incentivize more people to check it out, Google has graciously offered Segment customers a $300 credit on BigQuery. You can start your 60 day free trial of BigQuery here.

Julie-Jennifer Nguyen on November 15th 2016

Today, we’re excited to announce Enrichment, a new integration category on the Segment platform that helps you deliver a highly personalized experience with every customer interaction. Our launch partner, Clearbit, has played a critical role in allowing us to scale 1:1 personalization at Segment, and we’re thrilled to have them on the platform.

Traditionally, ensuring that the right content reaches the right audience, at the right time has been difficult to do. It’s hard to know who is interacting with your site, what problem they’re hoping to solve, and what messaging will ultimately nudge them to convert. By the time you’ve done this analysis after the fact, it’s already too late to craft a tailored message to win them back.

Segment has made this process easier. As data from all of your Sources and to all of your Integrations flows through Segment, you are able to obtain an accurate view of the customer throughout their buying journey. With this information, you’re able to target specific customer segments based on certain events, or actions they’ve taken on your website. Or you might infer what to message based on high-level demographic data from Google Analytics, or most popular keywords searched.

But what about a more precise approach that enhances your understanding of every individual customer and enables 1:1 personalization at scale?

The possibilities for personalization

Enrichment makes it easier to personalize your customer experience by appending valuable data points to your data as it flows through Segment. As a result, you are able to obtain an enhanced customer profile and send it to hundreds of downstream tools — all in real time, for relevant personalization on the spot.

Now with all of this enriched data in your CRM, your email tool, your analytics tool, and your data warehouse, you can take action when it counts.

  • Test role-specific messaging in your email campaigns to get higher click-through rates

  • Auto-populate form fields to reduce signup friction

  • Send your sales team a list of prospects who are more likely to convert based on lead score

The result? More relevant marketing campaigns, deeper cohort analyses and insights, and more sales-qualified leads for top-line growth.

Extra context, without the friction

With Clearbit, you can access publicly available attributes about a user’s company and history, like role, industry, and funding. With other enrichment tools, you might create a predictive lead score based on past customer behavior. All of this data is available through our partners and can be seamlessly added to your existing customer records.

In the past, you’d have to ask customers to fill out surveys or multi-page signup forms to get at this type of context. The tradeoff sat between good UX design and data quality. Now, you can collect this third-party data automatically and create deeper connections with your customers without bothering them for more information.

All you have to do is send data through Segment to an enrichment tool on the platform. They’ll send enriched identify calls back into Segment with additional user traits you can use in your other tools.

Firmographic data and lead scores are just the beginning data sets for our Enrichment category. We imagine a world where you can enrich your data with weather data for better targeting, identify fraudulent charges, and more.

Deep customer segmentation for insights

All of this newly collected data can help you understand your customers in a way you’ve never been able to before. By layering company or lead score data on top of email opens, in-product behaviors, support tickets created, and more, you can analyze granular segments based on metrics like Customer Lifetime Value, Average Revenue per User, and NPS to identify who your best customers are.

Companies like Breather, Trustpilot, and Livestorm are already using enrichment integrations to drive more targeted prospecting, more personalized marketing, more productive advertising spend, and more insightful cohort analysis.

You can sign up to get started with Enrichment integrations.

Do you have an enrichment tool you’d like to see on the platform? Are you a potential enrichment partner? We’re actively building out our enrichment partner ecosystem and would love to hear from you!

Diana Smith, Tejas Manohar on September 8th 2016

Today we’re excited to announce a better way to measure your advertising campaign spend and funnel performance: Segment Sources for Facebook Ads and Google Adwords.

Traditionally, creating a single report to aggregate spend across Facebook and Google Ads has been incredibly time consuming. You’d have to export data from each network on a weekly or monthly interval, merge it into a single file, and work some pivot table magic. That’s just to understand the basics!

What if you also wanted to measure what happens after an ad click-through? That’s pretty tough, because the ad platforms hold half of your data: spend, impressions, clicks. To measure performance they require you to define a “conversion event,” which is—by its very nature—the binary outcome of whether a user took a specific action.

Of course, people’s intentions and actions are more nuanced than a binary conversion. Maybe a prospect ends up subscribing to your newsletter, but you were trying to get them to download an asset. Maybe they shared a product with a friend but didn’t buy it right away. Are those people valuable to you? How valuable? What’s the most common path to purchase?

The best marketers want to know, and we’re making it easier to find out by combining your top-of-funnel data with the rest of your down-funnel engagement data: app engagement, revenue, sales leads, repeat purchases.

Say goodbye to those pesky spreadsheets.

Segment Sources for Facebook Ads and Google Adwords pulls data directly from the Facebook Insights and Adwords Reports APIs, schematizes the data, and loads it into your data warehouse (Amazon Redshift or Postgres) with just a few clicks! No .csv shenanigans, futzing around with a bunch of APIs, or iterating on hacky scripts.

Using other popular Segment Sources like Stripe, Salesforce, or our libraries for iOS, Android, and web, you can easily tie your ad impressions and costs to in-app behavior, new sales leads, and revenue. With your complete set of customer data, you can take your marketing analytics to a new level.

  • Measure spend across Google and Facebook advertising channels in one dashboard

  • Analyze the conversion path of people that visit through paid campaigns

  • Prove the ROI of your campaigns by comparing customer acquisition cost to lifetime value

Answer the questions that keep you up at night.

It’s easy to add up your spend across platforms, but Facebook Ads and Google Adwords Sources enable you to ask more—and better—questions about your campaigns, so you can optimize performance.

Don’t double count conversions. As you ramp up advertising spend, you’ll want to make sure you’re not over-counting conversions across campaigns and channels. Which platform gets credit for a customer who clicked through a Facebook ad and then later searched for your company on Google? You can decide. With the data from Segment Sources, you can build your own attribution models in SQL, applying first-touch, last-touch, or whatever model you want to your queries.

Measure the lifetime value of paid channels. You can take the analysis even further by measuring the lifetime value of customers coming in through each campaign and comparing that to your cost per conversion. You can aggregate repeat purchases, or even tie a user to their revenue in Stripe or Salesforce to prove the efficacy of your campaigns.

Combine data sources to understand company-level impact. Lastly, with all of your data in one warehouse, you can get more creative about analyzing the effects of your campaigns on the rest of your company. You may get a lot of new users through a particular SEM campaign, but what if they bury your support team with questions? It could be an an indicator that these users are unqualified, and you might want to stop the campaign. Combine your Zendesk, Intercom or Salesforce data with Facebook Ads and Google Adwords to find out.

Get the SQL here!

Dive as deep as you want.

We’ve built our Ad Sources to be as granular as possible, pulling data at the ad level, so you’ll get a daily timeseries of your ad performance over time. You can use this data to analyze individual ads, or roll them up to the ad set and campaign level.

To combine that with engagement data, you can join your Ad Sources tables to your page tables via UTM parameters (Facebook AdId and Google Click ID).

One thing to note is that the counts that Facebook Ads and Google Adwords report on clicks are a little bit different from the page and screen counts you’ll see coming in via our collection libraries. This doc dives into how to think about these numbers.

Optimize your campaigns.

The new sources empower marketing teams like yours to build analyses that help you optimize ad spend and creative. Instead of running blind, doing a bunch of .csv downloads and uploads, or building your own hacky ETL jobs to pull data from these APIs, you can set up your data pipeline in just a few minutes with Segment.

Layer on your favorite BI tool to dive into the long-term engagement of paid users. Then, tweak your campaigns, adjust creative based on what’s actually driving revenue, and improve your returns.

Ready to run performance analysis on your Facebook and Google campaigns?

Check out our guide to get started!

Ilya Volodarsky on August 3rd 2016

A customer data platform’s most important job is making the entire customer journey accessible across all the major touch points. Segment focuses on collecting 10 core customer data streams: mobile, web, server, offline, support, sales, email, marketing automation, advertisement, and payments. It’s fairly rare for us to see customers collect data from only one source. In fact, 90% of our business tier customers collect from multiple sources, and the average is 4 or more sources.

Even though we were seeing our customers turn on multiple sources, we were curious about the actual volume of data coming in through the API. We had the hypothesis that mobile, web, and server would be roughly similar. In this article, we analyzed the global API traffic on api.segment.com to see how all of our most popular app sources stack up by traffic:

API Traffic by Source

Comparing mobile vs. web vs. server, mobile turns out to be the largest traffic source. Our iOS and Android libraries have been open sourced since March 2013, and are now powering the analytics stack for over 3,000 mobile apps, including HomeAway, HotelTonight, Instacart, VSCO and DraftKings. Collectively, these apps have over 500 million downloads.

Note: mobile web is counted as web here. (P.S. if you’re collecting data from the mobile web, Segment can now collect analytics from AMP-powered sites).

Traffic by SDK

Which mobile SDK is most popular? Out of the competitors (AndroidiOS and Xamarin), Android takes the cake!

Server Wars

Server data makes up 25% of our total API traffic. Because our server libraries perform batching and validation automatically, we see customers almost always preferring to send data from our server libraries rather than directly to the HTTP API. Eighty-two percent of total server traffic originates from Segment-supported server libraries. Across all the server libraries, traffic from Segment’s node library is by far the winner.

Better Together

Segment customers do amazing things once all their data is one place, like calculating:

At Segment, our goal is to make customer data easy to use and accessible across your entire organization.

  • Collect — Gather user data from your website, mobile apps, servers, and cloud services.

  • Structure — Abstract your data into user identities, actions, and business objects.

  • Integrate — Send the data to more than a hundred tools for analytics, email, and more with the flip of a switch.

  • Access — Load your raw data into a relational database without building a data pipeline.

With each new source, we are building a more complete customer data platform.

Want to learn about and grow your mobile users? Sign up today.

Interested in building infrastructural components for mobile apps and SDKs? We’re hiring.

Become a data expert.

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