Segment Integration
Stream every pass event — with first-touch campaign attribution — into your Segment workspace, and from there to Adobe Analytics, Google Analytics 4, Mixpanel, Amplitude, your data warehouse, and 300+ other destinations.
Setup — about two minutes
- In your Segment workspace, go to Connections → Sources → Add source and choose HTTP API (available on every Segment plan, including free).
- Copy the source's write key.
- In Pass Studio, open Settings → Integrations → Segment, paste the write key, and click Connect.
- Click Send test event, then open the Debugger tab of your Segment source — you should see
Pass Studio Test Eventarrive within seconds.
That's it — no Segment catalog app or approval required. Events flow from the moment you connect; destinations you've wired in Segment (Adobe, GA4, warehouses) receive them through your own routing and consent settings.
Events we send
| Event | Fires when | Key properties |
|---|---|---|
| Pass Viewed | A share page is opened | passId, shareToken, utm*, full landing query |
| Pass Installed | A pass is added to a wallet | passId, platform, utm*, acquisition* |
| Pass Redeemed | A redemption on any channel — online checkout, Square register, POS counter scan, API scan, or loyalty reward consumption (loyalty: true) | source, orderId, locationId, discountCode, acquisition* |
| Pass Removed | A holder deletes the pass from their wallet | passId, platform |
| Order Completed | Any order processed by the order engine (Segment e-commerce spec) | order_id, total, currency, products[], coupon |
| Loyalty Points Earned / Loyalty Reward Unlocked / Loyalty Pass Issued | Loyalty loop stage transitions | programId, earned, balance |
| Pass Journey Advanced | A pass transforms to its next journey step | fromPassId, toPassId |
Every event carries acquisitionSource / acquisitionMedium / acquisitionCampaign when known — the first-touch campaign that originally acquired the holder, stamped at issuance and preserved across journey transitions and loyalty loops. Redemptions arrive pre-attributed: no joins required in your warehouse.
Order Completed follows Segment's e-commerce spec, so revenue-aware destinations (Adobe, GA4) recognize totals and products natively.
Customer profiles — three privacy modes
The Customer profiles setting controls whether we also send identify calls that build per-customer personas in your destinations:
- Events only — no profiles; pure event analytics.
- Anonymous personas (default) — profiles keyed by the opaque Pass Studio holder ID with non-contact traits only: acquisition campaign, first-seen date, platform, pass count. Profile stitching, cohorts, and LTV-by-campaign with no email or phone number ever leaving Pass Studio.
- Full identity — adds email and member ID when the holder is identified (from an order, form, or loyalty enrollment). Use when your Segment routing feeds a CRM or email tool and your privacy posture allows it.
When our identity engine merges two holder records (e.g. an anonymous install later matched to a customer), we send an alias call so the person's complete history stitches onto one profile in supported destinations.
Notes
- Delivery is best-effort with a short timeout — Segment being unreachable never affects passes, redemptions, or your data in Pass Studio (BigQuery-backed analytics are unaffected).
- Segment accepts events asynchronously, so an invalid write key still returns success at send time — always confirm with the source Debugger after connecting.
- Streaming starts at connect time; historical events aren't replayed.
- Wallet-plumbing events (device registrations, pass re-fetches) are deliberately not forwarded.