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Contact sales Start for free
Twilio Protocols

Enforce good data, always.

Take control of your data quality with intuitive data controls and real-time validation, built for enterprise scale.

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Flowchart showing a tracking plan connecting Android, Node.js, iOS to messaging, warehouse, advertising, sales/support.
Flowchart showing a tracking plan connecting Android, Node.js, iOS to messaging, warehouse, advertising, sales/support.

How Twilio Protocols works

Diagram showing eCommerce mobile tracking plan with user data connecting to various departments.
Diagram showing eCommerce mobile tracking plan with user data connecting to various departments.

Protocols helps businesses automate several workflows and processes to maintain clean and consistent customer data, at scale.

  • Create a shared data dictionary

    Replace outdated spreadsheets and align teams throughout your company with a well-designed Tracking Plan.

  • Diagnose quality issues

    Automate the QA process and always catch data quality violations—without wasting time manually testing your tracking code.

  • Maintain trust in your data

    Enforce data standards with strict controls to block non-conforming events and ensure high-quality data over time, so you can be confident in your data.

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Make data integrity your superpower

Protect customer data with proven best practices.

Develop an actionable Tracking Plan

Establish a central source of truth for product, engineering, analytics, and business teams. Define objectives, formalize naming and collection standards, identify users, and set tracking events and properties.

Create Tracking Plan

Creative Market used Protocols to develop a Tracking Plan to validate customer data before it’s distributed downstream. They’ve reduced time spent resolving data issues, saving their engineering resources for core product development.

Laptop computer with security lock
93%

faster detection of data issues

Stop watch
24

hours or less detection time

Read Creative Market’s story An icon of a right chevron

Protocols features

Access tools to scale your data quality management.

Profile of Jenna Turner showing her email and various professional data integration tools.
Profile of Jenna Turner showing her email and various professional data integration tools.

Connect all your customer data

Maintaining clean and consistent data is easy when you collect, unify, and activate all your first-party data in a single platform.

Learn about Twilio Connections

  • Tracking Plan

    Replace outdated spreadsheets with a data spec that outlines the events and properties you intend to collect from your sources.

  • Centralized violation dashboard

    Review, resolve, and forward non-conforming events from all connected sources in one place.

  • Customized schema controls

    Configure schema to selectively block events, properties, and traits at the source, or prevent them from passing through your CDP.

  • Typewriter API

    Generate strongly-typed analytics libraries based on your Tracking Plan and reduce implementation errors.

  • Transformations to fix bad data

    Apply transformations for total control over what data gets sent to downstream destinations.

  • In-app reporting and daily email digests

    Get the information you need to quickly take action on every invalid event before your team accidentally uses bad data to make decisions.

  • Anomaly detection

    Receive notifications when event volume anomalies or violation counts occur to know when your data collection is broken, missing, or incorrect.

  • Segment’s Public API

    Extend your workflow around customer data collection and activation with our Public API.

Start automating your data governance and watch it scale—fast

Explore documentation, an online course, and more to help you get started with Protocols.

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{
    "$schema": "http://json-schema.org/draft-07/schema#",
    "type":"object",
    "properties": {
      "context": {
        "type": "object",
        "properties": {
          "device": {
            "type": "object",
            "properties": {
              "advertisingId": { "type": "string" }
            },
            "required": ["advertisingId"]
          }
        },
        "required": ["device"]
      },
      "anonymousId": {
        "type": "string"
      },
      "userId": {
        "type": "string"
      },
      "properties":{
        "type": "object",
        "properties": {
          "primary_business_unit": {
            "type": "string"
          }
        },
        "required": ["primary_business_unit"]
      },
      "traits":{
        "type": "object",
        "properties": {
          "first_name": {
            "type": "string"
          },
          "last_name": {
            "type": "string"
          },
          "email": {
            "type": "string"
          }
        },
        "required": ["email"]
      }
  },
  "required": ["context","anonymousId","userId","traits"]
}

Need help setting up Protocols?

Work with one of our trusted partners to get coding support or explore a pre-built customer data solution. View partners. 

Taking control of your data quality is easy

Discover how Protocols can improve trust in your data, reduce time spent validating, and ultimately allow your business to grow faster.

Talk to sales See pricing
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Woman in an orange sweater smiling while looking at a laptop screen.

FAQ

Twilio Protocols is a data governance tool that keeps your customer data clean at the source. It builds a shared tracking plan, validates incoming events in real time, and blocks anything that doesn't conform. This helps catch bad data before it reaches your warehouse or downstream tools.

Data governance is the practice of setting standards for how customer data gets collected, named, and validated (then enforcing them). Skip it and you get duplicate events, mismatched properties, and metrics nobody trusts. Twilio Protocols automates the enforcement, so your teams work from data that's consistent by default.

Bad data compounds. One mislabeled event becomes a broken dashboard, a misfired campaign, and a decision made on numbers that were wrong from the start. Twilio Protocols catches violations early. Creative Market used it to detect data issues 93% faster — in 24 hours or less, instead of days.

Twilio Segment Connections moves your data, while Protocols makes sure it's good before it moves. Connections handles collection and routing to 700+ tools. Protocols sits on top, enforcing your tracking plan and blocking non-conforming events. Most teams run Protocols alongside Connections to protect data quality at scale.

Start with what matters: define the events and properties your business needs to measure, then set naming standards everyone follows. Twilio Protocols replaces the spreadsheet with a living data spec, and the Typewriter API generates typed libraries from it (so your tracking plan enforces itself in code).

Protocols is an add-on to Twilio Segment's paid plans rather than a standalone product. Because pricing depends on your Segment plan and data volume, there's no flat rate published. Contact sales for a quote built around your setup. You can also start free with Twilio Segment to test the platform first.

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