Sending Signals from Segment

Overview

Send Segment events to TrailSpark using a Webhook destination. TrailSpark auto-detects Segment payloads and handles identity resolution via anonymousId.

Webhook Endpoint

POST https://app.trailspark.ai/api/signal-staging/webhook/{apiKey}

Create an API key at Settings > API Keys with endpoint type Signal Staging. See Managing API Keys.

Adding the Webhook Destination

1. In Segment, go to Connections > Destinations > Add Destination
2. Search for Webhooks (Actions) and select it
3. Choose the source to connect
4. Configure the destination:

1. Enable the destination

Event Filtering

Each signal counts against your plan limits. Use Segment's Destination Filters to send only events that matter for lead scoring.

Recommended: Allow List

Create a destination filter that only allows specific event types and names through.

Always send:

• identify -- required for identity resolution (links anonymousId to email and traits)

High-value track events to send:

• Form submissions (demo requests, contact sales, content downloads)
• Pricing page views
• Product signups and trial starts
• Feature activation events
• Key product milestones (first project created, invited team member)

Example allow list:

identify Form Submitted Demo Requested Trial Started Pricing Page Viewed Feature Activated Signed Up Invite Sent

Events to Filter Out

• Generic page views across every page (high volume, low signal value)
• UI interaction events (button clicks, tab switches, dropdown opens)
• Internal/admin user activity
• Health checks, error tracking, performance monitoring
• Analytics-only events not related to buying intent

Page Calls

Page calls can generate significant volume. If you want page-level scoring, filter to high-value URL patterns only (e.g., /pricing, /case-studies, /docs). Do not send all page views unfiltered.

How TrailSpark Processes Segment Events

TrailSpark auto-detects Segment payloads by recognizing the type, anonymousId, and messageId fields. No additional configuration is needed.

Anonymous Identity Resolution

Segment's anonymousId enables cold storage rehydration. When a visitor browses anonymously, signals are stored in cold storage. Once that visitor is identified via an identify call (with email in traits), TrailSpark links all prior anonymous signals to the newly created lead.

Signal Mapping

Segment events appear in Signal Mapping > Signal Queue with source auto-detected as segment, grouped by event name.

When creating mapping rules from the queue:

• TrailSpark pre-fills conditions from the Segment payload structure
• Map traits.email or properties.email to the email field for lead identification
• Map traits.company, traits.title, traits.name for lead enrichment
• Use dot notation to access nested fields (e.g., properties.form_name, context.page.url)

Best Practices

• Use Segment's Event Tester to verify events reach TrailSpark before fully enabling the destination
• Monitor the Signal Queue in TrailSpark after enabling to check for unexpected event volume
• If sending page calls, filter to specific URL patterns rather than all pages
• Use Segment Protocols or a tracking plan to keep event names consistent across sources
• Review your destination filter quarterly as your tracking plan evolves

Troubleshooting

Events not arriving -- Verify the destination is enabled and the webhook URL includes your API key. Check Segment's Event Delivery tab for error responses. Confirm destination filters are not blocking all events.

429 responses in Segment -- Your TrailSpark plan's raw signal limit has been reached. Tighten destination filters to reduce volume, or upgrade your plan.

Duplicate signals -- Segment guarantees at-least-once delivery. TrailSpark deduplicates by content hash during signal processing. No action needed.

Identity not resolving -- Ensure identify calls include the email trait. Without email, TrailSpark cannot create a lead record. Check that identify is included in your destination filter allow list.

Next Steps

• Webhook Configuration
• Webhook Payload Format
• Creating Signal Mapping