Connect the events your business trusts to the platforms your marketing team uses. Cald plans and implements Segment integrations for website, backend, and CRM data, with destination testing and documentation.

Start with the outcome you need to measure

A form submission, qualified lead, and completed purchase are different outcomes. We establish which system owns each event, what triggers it, and which properties and identifiers need to reach each destination.

The plan distinguishes events collected in a browser from events generated by your backend. Forwarding a browser event through a server connection does not make its original collection server-side. Connection modes depend on your sources and destinations.

Start with our step-by-step tracking plan guide and downloadable template to define events before implementation.

What the implementation includes

Event planning: agree on event names, triggers, properties, and source systems.
Segment setup: configure the sources and destination mappings included in the project.
Ad network connections: connect the agreed events to platforms such as Google Ads, Meta, TikTok, and X.
Testing and test automation: check event properties, duplicate handling, and delivery to receiving platforms.
Handover: document the setup and provide monitoring scripts that report issues in Slack.

Pricing and timelines

One-time implementation fees in USD
Scope	Price and timing
Typical Segment implementation	$5,000–$7,000; approximately two months
Implementation including offline conversions	Up to $10,000 total for 20 events or fewer
Implementation including an MMP	Up to $18,000 total; schedule based on combined scope

Expanded prices are total project examples, not additions to the base fee. Combined requirements need their own scope. Platform subscriptions are separate; maintenance is priced per project. A standalone MMP implementation typically takes approximately one month.

Our server-side tracking cost guide explains these scopes, recurring expenses, and questions to ask when comparing proposals.

How we validate a conversion journey

For a lead-based business, the agreed journey might start with a website enquiry and end with a qualified status in the CRM. Before implementation, identify the source of that status, the customer identifiers available, and the timestamps each destination requires.

At handover, test the source event, its representation in Segment, and delivery to each configured destination. Check duplicate handling and record who owns failures after launch. This is an example validation approach; the final checks depend on your systems and scope.

What we need to scope your project

Your website, app, backend, and CRM platforms.
The events and business outcomes you want to measure.
The destinations that should receive each event.
Existing tracking, customer identifiers, and consent requirements.
The people who can provide access and make source-system changes.

Common questions

Can you include offline conversions?

Yes. We scope the CRM or internal-system outcomes, identifiers, updates, and destination validation required. Projects with 20 events or fewer can reach $10,000 total.

Will this recover every missing conversion?

Coverage depends on your sources, identifiers, consent choices, and destination requirements. We agree on what can be collected and validated for your setup before implementation.

Can this connect to our CRM?

CRM requirements can be included in the scope. For messaging and customer lifecycle data, see our Braze and CRM integration service.