Here is all you need to know on Why, How and When to set up Group Identify calls.

What is a Group

Groups are frequently used to group users together.

Groups can be company, organizations, account, project, team or whatever other grouping is relevant for you.

In the majority of the cases groups are used to group users into companies.

Implement the group identify

The group call is identical to the identify call, except that it helps you identify companies (or workspaces) inside of your product instead of individual users.

Here's an example:

analytics.group(
groupId: "group_123",
userId: "user_123",
traits: {
name: "Initech",
industry: "Technology",
employees: 329,
plan: "enterprise",
total_billed: 830
}
)

If you have any question about how groups work you should check Segment's group docs.

Not sure if groups are relevant to you? Here are the main reasons companies adopt them 👇

🎮 Multi-player products

Some products are multi-player. This is the case for most B2B SaaS where users can invite colleague to collaborate.

If this is your case then implementing the group identify is critical for you.

While user level metrics helps you understand how users perform, company level metrics remove smoke screens and help you make sure you're building a healthy business:

  • company level retention: helps you make sure you're acquiring more sticky companies

  • active companies: helps you make sure you're growing your number of businesses

🎚 Multi-account products

In some products, users can belong to multiple accounts. This is for instance the case

  • for Slack and other products where users can belong to multiple organizations.

  • for Intercom and other products where users can have multiple workspaces (ex: a Test workspace)

☝️ Important: If your product is multi-account then its critical to attach a user to the right group using groupId in the context of your track calls, like this:

{ 
"userId": "019mr8mf4r",
"type": "track",
"event": "Signed Up",
"properties": {
"type": "organic",
"first_name": "Peter",
"last_name": "Gibbons",
"email": "[email protected]",
"phone": "410-555-9412",
"username": "pgibbons",
"title": "Mr"
},
"context": {
"groupId": "acct_123"
}
}

Here is the official Segment doc to go further.

For B2Bs SaaS success teams

Traditionally success team at B2B SaaS want to understand the overall usage of their product by an organization.

Indeed, B2B SaaS sell to organization, not users. And what usually matters to them is that the overall organization remains engaged with their product.

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