Segment Integration

Connect Segment to stream your existing analytics events into Sequenzy. Track calls become events you can trigger automations on, and identify calls keep subscriber profiles up to date - all one-way, without changing your instrumentation.

What is Segment?

Segment is a customer data platform (CDP) that collects events from your product once and routes them to your downstream tools. If you already send analytics.track() and analytics.identify() calls, Sequenzy becomes one more destination.

Prerequisites

Sequenzy matches events to subscribers by email, so your identify calls need an email trait:

// When a user logs in, identify them with their email
analytics.identify(userId, {
  email: "user@example.com",
  firstName: "John",
  plan: "pro",
});

Identifying once is enough: the identify call stores the userId and anonymousId on the subscriber, and later track, page, and screen calls that carry only one of those identifiers are matched back to the same subscriber. Purely anonymous events (never identified, no email anywhere) are automatically skipped.

Connecting Segment

Step 1: Get Your Webhook Configuration

Go to Settings → Integrations in Sequenzy
Find Segment under Product Analytics
Click Connect
Copy the Webhook URL and choose a Shared Secret (at least 16 characters)

Step 2: Add a Webhooks Destination in Segment

In your Segment workspace, open Catalog → Destinations
Search for “Webhooks (Actions)” and add it to the source you want to stream
Configure the destination:
- URL: Paste your Sequenzy webhook URL
- Shared Secret: Enter the same secret you chose in Step 1
Enable mappings for the Track and Identify calls you want to send (Send as JSON, POST)
Leave Batch Size set to 0 so every signed request contains one message
Enable the destination

Step 3: Complete Connection in Sequenzy

Return to Sequenzy’s Segment connection modal
Enter the same shared secret
Click Connect Segment

That’s it! Segment calls will now flow into Sequenzy. Deliveries are verified against the shared secret, and duplicate deliveries are deduplicated by Segment’s own messageId.

Keep batching disabled in Segment. Webhooks (Actions) signs only the first item of a batched delivery, so later items are not protected against tampering. Sequenzy requires the signature to cover the complete request and rejects Segment’s first-item-only batch signature.

What Gets Synced

Segment call	What Sequenzy does
`track`	Records `product.<event>` on the matched subscriber and triggers automations
`identify`	Creates or updates the subscriber from traits, then records `product.identify`
`page`	Records `product.page` - skipped by default on new connections (see below)
`screen`	Records `product.screen` - skipped by default on new connections
`group`	Acknowledged but never creates a subscriber (group traits describe an account, not a person)
`alias`	Acknowledged but never creates a subscriber or event

When an event is received, Sequenzy:

Checks for an email in the event properties, or in context.traits for identified calls (identify calls use their traits)
If there is no email, matches the event’s userId or anonymousId against the segmentUserId / segmentAnonymousId attributes stored by an earlier identify call - only events that resolve neither way are skipped
Creates or updates the subscriber (an identify reporting a new email for a known userId updates the existing subscriber’s email instead of creating a duplicate)
Records the event with the product. prefix (e.g., product.Order Completed, product.feature_used)
Triggers any automations listening for that event

Event Naming

Segment track events are prefixed with product. in Sequenzy, keeping the event name verbatim:

Segment call	Sequenzy Event
`analytics.track("Order Completed")`	`product.Order Completed`
`analytics.track("feature_used")`	`product.feature_used`
`analytics.identify(...)`	`product.identify`
`analytics.page(...)`	`product.page`

Segment and PostHog feed the same product.* namespace, so sequences built on product.* events keep working if you switch analytics providers.

Synced Attributes

Only identify calls update subscriber attributes. Properties on all other calls stay on the event (available to automations and event-based segments) and are never copied onto the subscriber profile:

Attribute	Source
`segmentUserId`	The `userId` on the identify call
`segmentAnonymousId`	The `anonymousId` on the identify call, so pre-login events resolve too
First / last name	`firstName`/`lastName` traits, or a single `name` trait split on the first space
Custom attributes	Primitive (string, number, boolean) identify traits

Credential-looking trait keys (token, password, apiKey, and similar) are always redacted before storage, and nested objects are not synced as attributes.

Importing Event History (Optional)

A fresh connection only receives events from the moment the webhook goes live. If you use Segment Unify, you can also backfill your existing contacts’ recent event history so event-based segments reflect the last two weeks of activity immediately. Segment’s Profile API serves at most the last 14 days of a profile’s events, so that is the window the import covers - older history is not available from Segment. Segment has no bulk event export, so the import works through the Profile API: Sequenzy walks your existing contacts and reads each one’s profile history (last 14 days) by email. Contacts without a Unify profile are simply skipped, and imported events dedupe against live webhook deliveries by messageId, so the overlap window cannot double-count.

Historical events never start automations, never send emails, and never fire outbound webhooks. They appear on the contact timeline and count toward event-based segments, and a contact’s signup date moves earlier when history proves they predate it.

To set it up:

In Segment, go to Unify → Settings → API access and note the Space ID, then generate a Profile API token
In Sequenzy’s Segment connection modal, check Import event history and enter both - the workspace region (US or EU) is detected automatically
Connect. The import runs in the background; the Segment card shows its progress and offers Retry if it fails

From the CLI:

sequenzy integrations connect segment \
  --webhook-secret my_shared_secret \
  --history-region us \
  --history-space-id spa_abc123 \
  --history-api-key profile_api_token

A failed or interrupted import can be re-run at any time with sequenzy integrations sync <integration-id> (or the dashboard’s Retry button). Re-runs restart from the beginning and already-imported events dedupe, so nothing is duplicated.

Page and Screen Calls

Connections created from August 2026 on skip page and screen calls by default because their volume usually drowns out the events you automate on - identify always passes so profile updates keep working. To ingest them, add page or screen to your event allowlist and make sure their mappings are enabled on the Segment destination (Segment only delivers calls whose mappings are on). If you never want them, disable their mappings in Segment instead - that also keeps them out of your Segment delivery volume.

Event Allowlist (Optional)

To sync only specific events, connect via the API, CLI, or MCP with an allowlist:

sequenzy integrations connect segment \
  --webhook-secret my_shared_secret \
  --event-allowlist "Order Completed" "signed_up"

identify calls always pass, even when they are not on the allowlist - they carry the profile updates that keep every other event resolvable. Or filter at the source: Segment’s destination filters and mapping triggers control which calls are delivered at all, which also keeps them out of your Segment delivery volume.

Using with Automations

Activation Sequence

Go to Automations → Create New
Set trigger to Event Received → product.signed_up
Add a Wait step: 3 days
Add a Condition: Check if product.feature_used was NOT received
Send a “Did you know about this feature?” email

Re-engagement for Inactive Users

Create a segment: “No product. events in last 14 days”
Send a re-engagement campaign to this segment

Troubleshooting

Events Not Appearing

Verify the destination URL in Segment matches your Sequenzy webhook URL exactly
Check that the destination’s Shared Secret matches the secret you entered in Sequenzy - mismatches are rejected with a 401 and show up as failed deliveries in Settings → Integrations → Activity
Most common issue: Events don’t carry an email - call analytics.identify() with the user’s email when they log in

Subscriber Not Created

Events that resolve neither an email nor a previously identified userId are silently skipped. Ensure:

You’re calling analytics.identify(userId, { email: "..." }) when users log in
The email is in traits.email (identify), properties.email, or context.traits.email
The email is a valid format

Missing Subscriber Attributes

Subscriber attributes are updated only by identify calls. If an attribute isn’t appearing, set it as an identify trait; properties on track calls never update the profile. Nested objects and credential-looking keys are excluded.

FAQ

Is this one-way or two-way?

One-way: Sequenzy ingests events from Segment and never writes anything back. Sequenzy is a destination, not a source.

Which Segment plan do I need?

The Webhooks (Actions) destination is available on all Segment plans, including the free tier.

Can I send events from multiple Segment sources?

Yes. Add the same Webhooks destination (same URL and shared secret) to each source you want to stream.

What happens to events without email addresses?

Once a user has been identified with an email, later events that carry only their userId or anonymousId are matched back to the same subscriber. Events from users who were never identified (and carry no email anywhere) are silently skipped - Sequenzy needs an email or a known identifier to match a subscriber.

Will retried Segment deliveries duplicate events?

No. Deliveries are deduplicated by Segment’s messageId, so a retry of the same message is acknowledged without creating a second event.

Is there a delay in event processing?

Events are processed in real-time. Most events appear in Sequenzy within seconds of being delivered by Segment.

Is this included in my plan?

Yes, the Segment integration is included at no extra cost.

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Segment Integration

What is Segment?

Prerequisites

Connecting Segment

Step 1: Get Your Webhook Configuration

Step 2: Add a Webhooks Destination in Segment

Step 3: Complete Connection in Sequenzy

What Gets Synced

Event Naming

Synced Attributes

Importing Event History (Optional)

Page and Screen Calls

Event Allowlist (Optional)

Using with Automations

Activation Sequence

Re-engagement for Inactive Users

Troubleshooting

Events Not Appearing

Subscriber Not Created

Missing Subscriber Attributes

FAQ

​What is Segment?

​Prerequisites

​Connecting Segment

​Step 1: Get Your Webhook Configuration

​Step 2: Add a Webhooks Destination in Segment

​Step 3: Complete Connection in Sequenzy

​What Gets Synced

​Event Naming

​Synced Attributes

​Importing Event History (Optional)

​Page and Screen Calls

​Event Allowlist (Optional)

​Using with Automations

​Activation Sequence

​Re-engagement for Inactive Users

​Troubleshooting

​Events Not Appearing

​Subscriber Not Created

​Missing Subscriber Attributes

​FAQ

What is Segment?

Prerequisites

Connecting Segment

Step 1: Get Your Webhook Configuration

Step 2: Add a Webhooks Destination in Segment

Step 3: Complete Connection in Sequenzy

What Gets Synced

Event Naming

Synced Attributes

Importing Event History (Optional)

Page and Screen Calls

Event Allowlist (Optional)

Using with Automations

Activation Sequence

Re-engagement for Inactive Users

Troubleshooting

Events Not Appearing

Subscriber Not Created

Missing Subscriber Attributes

FAQ