06.1 · Capability in Measurement

Product instrumentation

Collecting the right product data, reliably, so later questions can be answered at all.

Map5 skills

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5 skillsClick a hexagon to set your status

06.1.1Event schemasConsistent names and properties for the events a product tracks.
06.1.2Tracking plansA written plan of what to track, why, and which question it answers.
06.1.3Identity resolutionLinking anonymous and logged-in activity to the same person.
06.1.4Data qualityMaking sure analytics data is complete, correct and trusted.
06.1.5Analytics architectureHow product data flows from the app to the tools where it is analyzed.

Mark all 5

Where to start

3 resources

docsStart here
Planning a full installation ↗
Twilio Segment docs · 12 min
A practical walk through deciding what to track, with a tracking plan template and the reasons behind each choice.
docsStart here
Plan your taxonomy ↗
Amplitude docs · 2026 · 8 min
How to go from business questions to a small set of events and properties, with naming advice.
articleStart here
Naming conventions: why you need them for clean data ↗
Twilio Segment · 2026 · 15 min
Explains the object-action naming pattern and shows how messy event names break analysis later.

6 tools

ToolOpen source
PostHog
posthog.com ↗
Open-source product analytics with session replay, feature flags, experiments and surveys in one tool.
ToolFreemium
Twilio Segment
twilio.com ↗
Collects events once and sends them to analytics, marketing and warehouse tools, with tracking plan enforcement.
ToolOpen source
RudderStack
rudderstack.com ↗
Customer data pipeline that collects events and routes them to a warehouse and other tools, with an open-source core.
ToolFreemium
Avo
avo.app ↗
Tracking plan tool that keeps event definitions, code and analytics in sync and catches bad events.
ToolFreemium
Amplitude
amplitude.com ↗
Product analytics for funnels, cohorts and retention, with experimentation add-ons.
ToolFreemium
Mixpanel
mixpanel.com ↗
Event-based product analytics with funnels, retention and user flows.