Multi-Channel Event Strategy for Growing SaaS

The Problem with Ad-Hoc Channels

Most teams start with signups and payments and add channels as they think of them. After 6 months they have 30 channels with overlapping concerns, inconsistent naming, and Smart Actions rules that are hard to reason about.

A deliberate channel strategy prevents this.

The Four-Domain Model

Organize channels into four domains — each with a clear owner and purpose:

Revenue Domain

payments          # Successful charges, payment intents
payment-failures  # Declined charges, failed intents
subscriptions     # Trial starts, conversions, upgrades, downgrades
churn             # Cancellations, subscription deletions
refunds           # Refunds and chargebacks
disputes          # Stripe/payment disputes

Engagement Domain

signups           # Account creation
activation        # First value milestones (see activation guide)
feature-usage     # Key feature interactions
onboarding        # Onboarding step completions
emails            # Transactional email sent/bounced/opened

Operations Domain

deployments       # Production deploys
errors            # Application errors and exceptions
cron              # Scheduled job results
jobs              # Background worker events
api-usage         # API call volume (if applicable)
security          # Auth failures, suspicious activity

Infrastructure Domain

db-queries        # Slow query alerts
uptime            # Health check results
performance       # Core Web Vitals, API latency spikes

Channel Naming Conventions

// ✅ Good channel names
"payments"
"payment-failures"
"trial-signups"
"api-usage"

// ❌ Avoid
"payment_failures"    // inconsistent casing
"all-events"          // too broad
"payments-v2"         // versioning in channel names
"misc"                // a dumping ground

Wiring It Up

// lib/events.ts — centralized event logging
import { logit } from "@/lib/logit";

export const events = {
  signups: {
    userSignedUp: (email: string, plan: string) =>
      logit.now("signups", { event: "New user signed up", description: email, icon: "👤", notify: true, tags: { plan } }),
  },
  payments: {
    paymentReceived: (email: string, amount: number, currency: string) =>
      logit.now("payments", { event: "Payment received", description: `${email} — ${(amount/100).toFixed(2)} ${currency.toUpperCase()}`, icon: "💰", notify: true, tags: { currency } }),
    paymentFailed: (email: string, reason: string) =>
      logit.now("payment-failures", { event: "Payment failed", description: `${email} — ${reason}`, icon: "❌", notify: false, tags: { reason } }),
  },
  ops: {
    deploySucceeded: (sha: string, actor: string) =>
      logit.now("deployments", { event: "Production deployment succeeded", description: `${sha.slice(0, 7)} by ${actor}`, icon: "🚀", notify: true, tags: { actor } }),
  },
};

Tips

Create a central lib/events.ts wrapper so channel names and event names are defined in one place, not scattered across every file.
Review your channel list every quarter and merge overlapping channels.
Build Smart Actions rules after the channel structure is stable — rules that reference poorly-named channels are hard to maintain.

Logit