4 November 2025

Event taxonomy gaps that blur segment edges

Segments fall apart when events mean different things in different releases. Here are the taxonomy gaps we flag most often during assessments.

You can have elegant segment names and still fail to place users correctly if the underlying events are muddy. Application analytics for behavioural segmentation depends on a glossary everyone trusts.

Gaps that show up in Birmingham client work

Reused event names after a redesign, missing properties for entry point, and “success” events that fire before the user finishes a task are the three we see most. Each one blends unlike behaviours into the same count.

A practical repair order

Fix the events that define your activation moment and your paid conversion first. Then repair the properties that distinguish depth of use. Cosmetic events — theme toggles, tooltip opens — can wait. Assessments we run always include a short list of taxonomy repairs ranked by how much they blur current segment edges.

Keep humans in the glossary

A living document owned by product and analytics together beats a wiki nobody updates. When a release changes an event, the glossary should change the same week. Otherwise next quarter’s segment review will argue about ghosts.