Event Schemas & Web Analytics Playbooks
Practical guides, tracking plans and event schemas to help you build clean, reliable analytics for web and mobile products.
Kickstart your tracking strategy in a weekend
Stop guessing what to track. Xmlschemata gives you structured examples of event schemas, data layers and naming conventions so you can launch or refactor tracking without chaos.
Tracking Playbooks
Step-by-step guides to instrument key flows: product views, checkout, signup, onboarding, subscriptions and more.
Event Schema Library
Curated examples of event names, parameters and user properties for different business models and analytics tools.
Analytics Architecture
Articles on how to design measurement frameworks, data layers and event models that your whole team can understand.
Stop guessing. Start reading real user behaviour.
Messy tracking leads to broken reports and bad decisions. With consistent event schemas and clear documentation, every question about user behaviour can be answered in minutes, not weeks.
Articles focused on real tracking scenarios
Published
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From product & growth teams
Get tips & templates to clean up your tracking
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Who We Are?
Xmlschemata is run by Jonathan Henderson, an analytics architect from the US who spent more than a decade fixing broken tracking in SaaS and e-commerce companies. This blog is his notebook of patterns, schemas and playbooks that actually work in production.
Check testimonials for our satisfied clients
Teams use Xmlschemata as a reference when planning or refactoring their tracking.
Ethan Marshall
We used one of the checkout schemas as a starting point and finally got consistent numbers between product and marketing dashboards.
Laura Schneider
The naming conventions guide alone saved us from creating another hundred random events
Daniel Ortiz
Whenever we plan a new feature, we check Xmlschemata to see how similar flows are tracked
Discover effortless analytics collaboration
Good tracking is a team sport. Xmlschemata helps product managers, developers and analysts speak the same language with simple, reusable schemas.
