Log product feedback as an event
Each feedback response sends a "Feedback Submitted" event with rating and product category, ready to query beside in-app behaviour.
New Submission on your "Product feedback" form
Create a "Feedback Submitted" track event in Segment with rating and category properties
One-directional. A submission triggers the action — nothing is written back into your form.
Feedback forms answer questions product analytics cannot: whether the thing people use every day is actually any good, and which release made it worse. That answer normally lives in a survey tool nobody else opens.
Routing each response into Segment as a "Feedback Submitted" event puts sentiment next to behaviour in the warehouse. A product team can then ask whether the people rating ease of use badly are the same people who never finished onboarding — one query, rather than two exports and a spreadsheet.
Setting it up
- 1
Publish the Product Feedback Survey and use conditional logic to show the follow-up questions only to respondents who rate something poorly, which keeps the form short for everyone else.
- 2
In Zapier, watch the feedback form with the New Submission trigger and load a completed response so the rating scales appear as mappable values.
- 3
Add Segment as the action app, choose Create Track Event, and name it Feedback Submitted.
- 4
Map Email Address to the userId. Without it the response cannot be joined to that person's product usage, which is the whole reason for sending it to Segment.
- 5
Send Product Name or Model as the category property, so feedback can be grouped by which product it is about rather than by when it arrived.
- 6
Map Ease of use to a rating property and Value for money to a second value property. Keep both as numbers rather than labels so the warehouse can average them.
- 7
Pass What features are missing or need improvement? through as a comment property, and confirm the free-text answer is not truncated in the Segment source debugger.
- 8
Submit a test response, check the event arrives with every property populated, then turn the Zap on.
What maps where
Using the Product Feedback Survey as the starting point. These are its real fields — swap in your own and the mapping works the same way.
| Form field | Segment |
|---|---|
| Email Address | userId on the Feedback Submitted event |
| Product Name or Model | category property |
| Ease of use | rating property |
| Value for money | value property |
| Would you recommend this product to a friend or colleague? | recommend property |
| What features are missing or need improvement? | comment property |
Variations worth knowing
Filter on Would you recommend this product to a friend or colleague? and send a Detractor Feedback event for the negative answers. Your CS destination can subscribe to that one event alone, so nobody has to watch a firehose of positive responses to catch the handful worth a reply.
How long have you been using this product? tells you whether a complaint comes from week one or year three. Send it as a tenure property and the same rating splits cleanly into onboarding problems and long-term wear.
If something isn't arriving
Rating scales send their labels, not numbers. Add a Zapier lookup table between the trigger and the Segment action that converts each label to a number before the property is set.
Make Email Address optional in the editor, then set the Segment anonymousId from the Zapier submission ID when the email field is blank. The event still lands; it just is not tied to a known person.
Frequently asked questions
How do I get survey ratings into the warehouse without a data engineer?
Send them as properties on a Segment track event. Segment already loads events into whichever warehouse you have connected, so the ratings arrive in the same tables as your product events with no pipeline to build or maintain.
Should a rating be an event property or a profile trait?
A property. Ratings are point-in-time answers, and a trait would be overwritten each time someone responds. Keep the rating on the event, and reserve traits for things about the person that stay true between surveys.
Can respondents stay anonymous and still send an event?
Yes. Make the name and email fields optional, and set an anonymousId from the submission ID instead of a userId. Aggregate reporting still works; the response simply cannot be joined to that person's usage history.
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Build the form first
The automation needs somewhere to fire from. Publish a form, connect it once, and every submission from then on runs this flow.
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