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Open source projects generate a treasure trove of data (downloads, doc views, project usage), but most open source companies aren’t tapping into it. That interest is there, but how do you connect it to real business opportunities through marketing?
In traditional marketing, you track conversions (signups, demos, purchases). You can follow users from first touch to closed won. In open source marketing, it’s not that simple. Because open source is inherently anonymous, vanity metrics, like raw downloads and GitHub stars, don’t tell you how many potential customers are already adopting your project, or more importantly, WHICH COMPANIES they are.
At the end of the day, those vanity metrics are not enough. They signal popularity, but they don’t translate into paying customers. You can’t feed a sales pipeline with GitHub stars. Marketing a paid offering in an open source company starts with knowing who’s using the project and how they’re engaging with it, so you can reach the right people, whether through targeted marketing efforts, or direct sales outreach.
A company casually skimming your marketing site isn’t the same as one testing your open source project in production. But without the right data, they look identical. Knowing who is engaging and how deeply is hugely valuable.
That’s why we created Scarf. Open source adoption doesn’t happen in neat, trackable steps. It happens organically, over time, across different touchpoints.
Scarf helps solve these challenges (and more) for open source projects. We use it ourselves, every day, to improve our own marketing. Here’s how Scarf helps us, and how it can help you do the same with your marketing.
Our setup
Before we get into how we use this data, let’s talk about what we have in place to make it possible. Over time, we’ve built a system that helps us track and analyze most of our marketing activities. Every open source company is different, but we believe this setup will give you a useful starting point to create a system that works for your business.
Our setup is designed to capture real engagement data across multiple touchpoints.
Pixels on our homepage and documentation tell us which companies are exploring our website and technical content.
File Package URLs in our call-to-action buttons help us track who clicks on key resources, like “book a demo” buttons and blog posts.
File Packages URLs in our campaign links allow us to measure which companies engage with our marketing activities.
Run Smarter Campaigns
Your users aren’t all the same—so why should your marketing be?
Leveraging company-level data on who’s engaging with our artifacts helps us:
Identify which companies are engaging with our packages, landing pages, and documentation.
Prioritize high-value accounts that are already showing strong interest.
Run targeted campaigns to companies that have already engaged.
Why chase cold leads when you can focus on the ones who are already paying attention?
Using Data to Build Messaging That Resonates
Once you know who’s engaging and where they are in the adoption journey, the next step is making sure your messaging actually speaks to them.
With Scarf, you can track your open source artifacts and see which companies are engaging with them. Monitor your packages, landing pages, documentation, or even send telemetry from your app to get a complete picture.
Scarf also helps you understand where companies are in the open source adoption funnel. A company casually browsing the docs is in a different stage than one actively integrating a package. We use these insights to:
Tailor content and language for the early interest stage or deeper, ongoing usage.
Identify key adoption patterns to create different campaigns and highlight the features that are most relevant to your audience.
Identify friction points and where in the open source funnel users tend to drop off and optimize that step.
Guide companies from one stage to the next by addressing their specific needs.
How we do it
Once we have this data, we use it to run more effective campaigns and outreach.
First, we identify which companies have interacted with Scarf in the last six months. Scarf tells us the name of the company that has engaged with our content, when and if they have interacted with other types of content before, and where they are in the open source funnel.
Next, we filter by funnel stage. If we’re running a top-of-funnel campaign, we focus on companies in the “interest” or “investigation” stages—those engaging but not yet considered a “hot lead.” If we’re targeting companies further along, we refine our list to those actively evaluating Scarf.
Then, we tailor our messaging based on that funnel stage. The way we communicate with someone discovering the product for the first time is different from how we engage with someone actively evaluating it with purchase intent. The language we use and the campaigns we run reflect that.
Finally, we export our list and launch campaigns where they’ll be most effective. Instead of casting a wide net, we import targeted audiences into LinkedIn, Google Ads, or other platforms. That ensures our outreach reaches the right companies at the right time.
Marketing doesn’t stop at people visiting a landing page, what happens next is just as important. With Scarf Pixels and Packages, we track how companies interact with all of our resources. It helps us learn:
Which pages get the most engagement.
Where users drop off.
Which companies are actively exploring marketing pages and docs.
Who’s engaging with your paid campaigns and what they are doing after that.
Seeing this data in real-time lets us understand what’s working, what needs improvement, and how to better guide users further down the funnel.
How we do it
After running a campaign, we can identify which companies clicked on our ads, call-to-action buttons, or marketing resources.
From there, we take action in a few key ways:
Run retargeting campaigns for companies that clicked but didn’t convert. If they showed interest, we can follow up with messaging that better aligns with their new stage in the funnel.
Pull new companies into the next campaign. We can repeat the process with fresh company names, expanding our reach while continuously refining our targeting.
Pass high-intent leads to sales. If a company qualifies as a marketing-qualified lead (MQL)—based on engagement level, multiple touchpoints, or deeper interactions—we flag them for direct outreach.
If you want to understand how to use Scarf to track your users’ interactions with your project, read this playbook.
Show the Impact of Your Marketing Efforts
How do you know if your marketing efforts are actually driving results? How do you know what strategies are working and which ones could be improved? With Scarf, you can connect marketing activities—like driving traffic to your documentation—to real open source usage.
We use these insights to:
Track how documentation visits, package downloads, and clicks change over time as a result of marketing activities.
See which companies are interacting more (or less) after a campaign.
Measure the real impact of different outreach efforts on adoption.
Know where to double down and where to adjust.
With this data, we can see what’s working and make data-driven decisions on where to focus next. And if we’re asked, we can demonstrate exactly where marketing is driving results and how it’s influencing user engagement across our ecosystem.
How we do it
Since we track our campaigns using File Package URLs combined with UTMs, we can filter and analyze engagement right inside Scarf.
We start by filtering campaign data by source. If traffic comes from Google, LinkedIn, email, or another platform, we can isolate engagement by channel and compare performance. From there, we break it down further by medium, whether it’s a paid campaign, organic search, or social media. This helps us see where the most valuable interactions are happening.
We also look at post-click activity, identifying whether companies explore documentation, click a call-to-action button, or return later.
To go deeper, we filter by funnel stage. If we want to understand the true impact of a campaign, we look at whether more companies are moving from early-stage interest to deeper evaluation. The fluctuation in the number of companies at each stage is just as important as the influx of new companies entering the funnel for the first time.
Unify Your Data for a Complete Picture
Tracking the data is not the end of the story. Data is only useful if it actually makes it to the right teams. Marketing, sales, and community teams all need a full view of how companies are engaging with the open source project.
With Scarf, you can sync open source insights directly with Salesforce and HubSpot, combining them with your existing sales intelligence. Want to use another platform? No problem. Export manually or automate data flow with Scarf’s API to make sure your insights are exactly where you need them.
Learn more about exporting your Scarf data to external tools in this playbook.
Bringing It All Together
Tracking which companies interact with Scarf allows us to create targeted campaigns that reach the right audience at the right time. The way we speak to those just exploring is different from how we engage companies that are ready to test out the product. This is why knowing in which funnel stage different companies are is so important. A casual visitor browsing documentation isn’t looking for the same information as a company actively engaging with sales, so we tailor our outreach to match their needs.
Here's a quick checklist to help you put what we learned here into action:
✅ Implement Scarf Pixels and Package tracking: Ensure basic data collection is active on key artifacts like marketing page, documentation and packages.
✅ Identify high-value company engagement: Regularly review Scarf data to find companies showing strong interest.
✅ Tailor messaging based on open source adoption funnel stage: Use Scarf insights to create content and outreach that matches where companies are in the adoption funnel.
✅ Connect Scarf data to Sales/CRM: Integrate Scarf with Salesforce/HubSpot to unify data and inform sales outreach.
✅ Track campaign impact on MQL conversions: Measure how marketing efforts directly impact lead generation and conversions.
Once we know who’s engaging, we make sure messaging reflects what matters to them. Scarf shows us how users interact with key content like documentation and landing pages, helping us refine messaging and remove friction points. When users drop off at a specific section, we know where improvements are needed. When a feature drives more attention, we emphasize it in our outreach.
We track campaign performance, but more importantly, we use Scarf to create the right systems to understand how it connects to real usage. When product engagement spikes or drops, we can tie it back to specific efforts and make informed decisions about what’s working and what needs to change.
All of this works together to create a cycle of continuous improvement. Every campaign we launch, every message we refine, and every insight we track helps us make informed decisions about the next steps.
Want to see how Scarf can help you do the same? Book a demo!
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Open source projects generate a treasure trove of data (downloads, doc views, project usage), but most open source companies aren’t tapping into it. That interest is there, but how do you connect it to real business opportunities through marketing?
In traditional marketing, you track conversions (signups, demos, purchases). You can follow users from first touch to closed won. In open source marketing, it’s not that simple. Because open source is inherently anonymous, vanity metrics, like raw downloads and GitHub stars, don’t tell you how many potential customers are already adopting your project, or more importantly, WHICH COMPANIES they are.
At the end of the day, those vanity metrics are not enough. They signal popularity, but they don’t translate into paying customers. You can’t feed a sales pipeline with GitHub stars. Marketing a paid offering in an open source company starts with knowing who’s using the project and how they’re engaging with it, so you can reach the right people, whether through targeted marketing efforts, or direct sales outreach.
A company casually skimming your marketing site isn’t the same as one testing your open source project in production. But without the right data, they look identical. Knowing who is engaging and how deeply is hugely valuable.
That’s why we created Scarf. Open source adoption doesn’t happen in neat, trackable steps. It happens organically, over time, across different touchpoints.
Scarf helps solve these challenges (and more) for open source projects. We use it ourselves, every day, to improve our own marketing. Here’s how Scarf helps us, and how it can help you do the same with your marketing.
Our setup
Before we get into how we use this data, let’s talk about what we have in place to make it possible. Over time, we’ve built a system that helps us track and analyze most of our marketing activities. Every open source company is different, but we believe this setup will give you a useful starting point to create a system that works for your business.
Our setup is designed to capture real engagement data across multiple touchpoints.
Pixels on our homepage and documentation tell us which companies are exploring our website and technical content.
File Package URLs in our call-to-action buttons help us track who clicks on key resources, like “book a demo” buttons and blog posts.
File Packages URLs in our campaign links allow us to measure which companies engage with our marketing activities.
Run Smarter Campaigns
Your users aren’t all the same—so why should your marketing be?
Leveraging company-level data on who’s engaging with our artifacts helps us:
Identify which companies are engaging with our packages, landing pages, and documentation.
Prioritize high-value accounts that are already showing strong interest.
Run targeted campaigns to companies that have already engaged.
Why chase cold leads when you can focus on the ones who are already paying attention?
Using Data to Build Messaging That Resonates
Once you know who’s engaging and where they are in the adoption journey, the next step is making sure your messaging actually speaks to them.
With Scarf, you can track your open source artifacts and see which companies are engaging with them. Monitor your packages, landing pages, documentation, or even send telemetry from your app to get a complete picture.
Scarf also helps you understand where companies are in the open source adoption funnel. A company casually browsing the docs is in a different stage than one actively integrating a package. We use these insights to:
Tailor content and language for the early interest stage or deeper, ongoing usage.
Identify key adoption patterns to create different campaigns and highlight the features that are most relevant to your audience.
Identify friction points and where in the open source funnel users tend to drop off and optimize that step.
Guide companies from one stage to the next by addressing their specific needs.
How we do it
Once we have this data, we use it to run more effective campaigns and outreach.
First, we identify which companies have interacted with Scarf in the last six months. Scarf tells us the name of the company that has engaged with our content, when and if they have interacted with other types of content before, and where they are in the open source funnel.
Next, we filter by funnel stage. If we’re running a top-of-funnel campaign, we focus on companies in the “interest” or “investigation” stages—those engaging but not yet considered a “hot lead.” If we’re targeting companies further along, we refine our list to those actively evaluating Scarf.
Then, we tailor our messaging based on that funnel stage. The way we communicate with someone discovering the product for the first time is different from how we engage with someone actively evaluating it with purchase intent. The language we use and the campaigns we run reflect that.
Finally, we export our list and launch campaigns where they’ll be most effective. Instead of casting a wide net, we import targeted audiences into LinkedIn, Google Ads, or other platforms. That ensures our outreach reaches the right companies at the right time.
Marketing doesn’t stop at people visiting a landing page, what happens next is just as important. With Scarf Pixels and Packages, we track how companies interact with all of our resources. It helps us learn:
Which pages get the most engagement.
Where users drop off.
Which companies are actively exploring marketing pages and docs.
Who’s engaging with your paid campaigns and what they are doing after that.
Seeing this data in real-time lets us understand what’s working, what needs improvement, and how to better guide users further down the funnel.
How we do it
After running a campaign, we can identify which companies clicked on our ads, call-to-action buttons, or marketing resources.
From there, we take action in a few key ways:
Run retargeting campaigns for companies that clicked but didn’t convert. If they showed interest, we can follow up with messaging that better aligns with their new stage in the funnel.
Pull new companies into the next campaign. We can repeat the process with fresh company names, expanding our reach while continuously refining our targeting.
Pass high-intent leads to sales. If a company qualifies as a marketing-qualified lead (MQL)—based on engagement level, multiple touchpoints, or deeper interactions—we flag them for direct outreach.
If you want to understand how to use Scarf to track your users’ interactions with your project, read this playbook.
Show the Impact of Your Marketing Efforts
How do you know if your marketing efforts are actually driving results? How do you know what strategies are working and which ones could be improved? With Scarf, you can connect marketing activities—like driving traffic to your documentation—to real open source usage.
We use these insights to:
Track how documentation visits, package downloads, and clicks change over time as a result of marketing activities.
See which companies are interacting more (or less) after a campaign.
Measure the real impact of different outreach efforts on adoption.
Know where to double down and where to adjust.
With this data, we can see what’s working and make data-driven decisions on where to focus next. And if we’re asked, we can demonstrate exactly where marketing is driving results and how it’s influencing user engagement across our ecosystem.
How we do it
Since we track our campaigns using File Package URLs combined with UTMs, we can filter and analyze engagement right inside Scarf.
We start by filtering campaign data by source. If traffic comes from Google, LinkedIn, email, or another platform, we can isolate engagement by channel and compare performance. From there, we break it down further by medium, whether it’s a paid campaign, organic search, or social media. This helps us see where the most valuable interactions are happening.
We also look at post-click activity, identifying whether companies explore documentation, click a call-to-action button, or return later.
To go deeper, we filter by funnel stage. If we want to understand the true impact of a campaign, we look at whether more companies are moving from early-stage interest to deeper evaluation. The fluctuation in the number of companies at each stage is just as important as the influx of new companies entering the funnel for the first time.
Unify Your Data for a Complete Picture
Tracking the data is not the end of the story. Data is only useful if it actually makes it to the right teams. Marketing, sales, and community teams all need a full view of how companies are engaging with the open source project.
With Scarf, you can sync open source insights directly with Salesforce and HubSpot, combining them with your existing sales intelligence. Want to use another platform? No problem. Export manually or automate data flow with Scarf’s API to make sure your insights are exactly where you need them.
Learn more about exporting your Scarf data to external tools in this playbook.
Bringing It All Together
Tracking which companies interact with Scarf allows us to create targeted campaigns that reach the right audience at the right time. The way we speak to those just exploring is different from how we engage companies that are ready to test out the product. This is why knowing in which funnel stage different companies are is so important. A casual visitor browsing documentation isn’t looking for the same information as a company actively engaging with sales, so we tailor our outreach to match their needs.
Here's a quick checklist to help you put what we learned here into action:
✅ Implement Scarf Pixels and Package tracking: Ensure basic data collection is active on key artifacts like marketing page, documentation and packages.
✅ Identify high-value company engagement: Regularly review Scarf data to find companies showing strong interest.
✅ Tailor messaging based on open source adoption funnel stage: Use Scarf insights to create content and outreach that matches where companies are in the adoption funnel.
✅ Connect Scarf data to Sales/CRM: Integrate Scarf with Salesforce/HubSpot to unify data and inform sales outreach.
✅ Track campaign impact on MQL conversions: Measure how marketing efforts directly impact lead generation and conversions.
Once we know who’s engaging, we make sure messaging reflects what matters to them. Scarf shows us how users interact with key content like documentation and landing pages, helping us refine messaging and remove friction points. When users drop off at a specific section, we know where improvements are needed. When a feature drives more attention, we emphasize it in our outreach.
We track campaign performance, but more importantly, we use Scarf to create the right systems to understand how it connects to real usage. When product engagement spikes or drops, we can tie it back to specific efforts and make informed decisions about what’s working and what needs to change.
All of this works together to create a cycle of continuous improvement. Every campaign we launch, every message we refine, and every insight we track helps us make informed decisions about the next steps.
Want to see how Scarf can help you do the same? Book a demo!
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Companies offering open source are pouring resources into the project, but it remains a black hole for go-to-market teams—high adoption, but no clear path to conversion. With Scarf, company-level usage data is available while maintaining privacy. The native integration with Salesforce and Hubspot, brings your open source users from passive usage to pipeline acceleration.
Open source projects generate a treasure trove of data (downloads, doc views, project usage), but most open source companies aren’t tapping into it. Here’s how Scarf helps us, and how it can help you do the same with your marketing.
RisingWave, an open-source streaming database, is reshaping real-time data processing with its SQL-powered platform. Before Scarf, RisingWave relied on a Metabase dashboard to track anonymous telemetry. Scarf gave RisingWave the insights they were missing. By providing visibility into company-level engagement, Scarf is helping them identify, track and re-engage with companies already using RisingWave.
Scarf provided Weaviate with the clarity and actionable insights they needed. By integrating Scarf into their open-source project, Weaviate unlocked real-time developer signals, such as download volumes, referral sources, and organizational trends.
Monthly Tracked Companies (MTCs) are the organizations actively engaging with your open source project. This includes downloads of your packages, views of your documentation, and any other type of interaction with your software. Scarf identifies and surfaces these organizations so you can better understand your audience and prioritize outreach.
As 2024 wraps up, we’ve been reflecting on everything that wouldn’t have been possible without the Scarf community and our amazing customers. It’s been a big year for Scarf—and for the open source projects we’re proud to support.
The Scarf Summit brought together open source industry leaders to explore how open source usage signals are shaping the future of commercial open source companies. We were joined by Soham Maniar, Director of RevOps at Weaviate and Kevin White, Head of Marketing at Common Room, to expand on leveraging open source usage data for sales and marketing campaigns.
This playbook will guide you through the steps to set up and embed a Scarf Pixel on your documentation pages, README files, or any other web properties associated with your project, in this case we will focus specifically on documentation.
Today, the most commonly accepted metrics for open source adoption and growth are heavily focused on the contributors and community (the idea is healthy contributions should equate to healthy adoption). While these are useful metrics, they are only part of the picture. This guide is built for those at open-source-based companies who are responsible for growth and adoption.
We’ve got some exciting news: Scarf just launched a powerful, native integration with Salesforce, bringing Scarf’s rich open source usage data directly into your CRM. No more bouncing between tools or setting up S3 data exports—you can now get all the insights you need where you already do your work.
Scarf, a platform designed to provide open-source projects with deeper insights into their users and usage patterns, was the answer ARMO needed. By integrating Scarf into Kubescape, ARMO was able to regain visibility into which company has been using Kubescape, filling the gap left after their CNCF contribution.
The foundation of Scarf company tracking is IP Address attribution. Our Company Tracking algorithm considers confidence and reputation scores from multiple sources to provide what we believe to be the best matching data in the industry. In a nutshell, Match Feedback allows you to fix and fine-tune your company matches.
We're thrilled to announce that Scarf has successfully completed the SOC 2 Type 2 examination! This might sound like legal jargon at first glance, but let’s break down what this means for us, our users, and the open-source community as a whole.
Scarf helps you unlock the full potential of your open source project by collecting valuable usage data in three key ways: Scarf Packages, in-app telemetry, and tracking pixels. In this post, we’ll break down each of these powerful tools and show you how to use them to optimize your open source strategy.
Exporting data tracked by Scarf is essential for analytics, reporting, and integration with other tools. Scarf adds open-source usage metrics to the data you already collect, giving you a fuller picture of how your project is used. This helps you monitor trends, measure impact, and make better data-driven decisions.
In this playbook, you’ll learn how to integrate Scarf into an Apache Software Foundation project. It details how the Preset team implemented Scarf in their Apache Superset project, as shared during our first-ever Scarf Summit on July 16th, 2024.
Prisma turned to Scarf for a monthly Strategic Insights Report. By integrating Scarf into various parts of their web and software delivery infrastructure, Prisma now knows relevant details about their users in terms of company size, industry, location and much more.
Implementing telemetry in your open source project helps you determine whether people are testing your software and continuing its use over time. Such insights not only confirm if the developed software meets users' needs but also helps identify which versions are being adopted and which might be vulnerable to the latest bugs or other issues.
This playbook will walk you through setting up Scarf to get a clearer picture of how people are interacting with your open-source project. You’ll learn how to create and use Scarf Pixels, track open source project documentation views, measure engagement across social media, and more.
CopilotKit implemented Scarf to gain visibility into their open-source community. By adding Scarf to their documentation, they could see which companies were actively engaging with their resources, providing valuable insights into potential leads and customer segments.
Tracking downloads of your open-source projects is key to understanding user engagement. With Scarf, you can see which businesses are using your project, which versions are popular, which platforms are being targeted, and more. This playbook will show you how to set up Scarf to monitor your project’s downloads.
On July 16th, we hosted our first-ever Scarf Summit, celebrating analytics for open source and the significant improvements we’ve made to the Scarf platform. In case you missed it, here’s a recap of all the key updates shared by our Engineering Leader, Aaron Porter.
In this episode of the Haskell Interlude Podcast, Joachim Breitner and Andreas Löh sit down with Avi Press, the founder of Scarf, to discuss his journey with Haskell, the telemetry landscape in open source software, and the technical as well as operational challenges of building a startup with Haskell at its core.
Scarf Basic and Premium tiers have long had the ability to sort their open source usage data by company, domain, events, last seen, and funnel stage. But our customers have been wanting more. Now you can hyper target by combining region, tech stack, and funnel stage, making outreach as refined and low friction as possible.
Understanding open source user engagements and usage is obscured by a lack of actionable data, a result of its inherent openness and anonymity. Embracing a data-driven approach to open source projects helps them not only grow, but also understand the keys to their success, benefiting everyone involved.
As an open source company, Garden knew how hard it was going to be to get usage data. Adding Scarf for analytics on open source downloads turned anonymous numbers into company names. Using Scarf’s privacy-first analytics also helped Garden to know what kind of companies were using their OSS and where they were located.
Once Heroic started using Scarf, they learned that they were even more popular than they thought they were. Using Scarf, they were able to determine where, by country, their users were downloading from, and how many per day.
Any LF project maintainer can use Scarf without needing any further approval from the foundation. Scarf is offering all LF projects free accounts with a few additional features over our base free version. LF projects will get usage data like docs, downloads, and page views with unlimited free seat licenses and data retention.
Union is an open source first company. It uses Scarf to drive their DevRel strategy and improve their open source project. It also uses Scarf to power its consultative sales approach to help customers where it makes sense. Union has been successfully leveraging Scarf funnel analysis to shape the product to better fit the market so that they can focus on ensuring that companies can get value from Flyte sooner.
In this latest episode of "Hacking Open Source Business," Avi Press and Matt Yonkovit sit down with Adam Jacob, the co-founder of Chef and current CEO of System Initiative. With a rich history in the open-source world and numerous thought-provoking opinions, Adam delves into the intricacies of open-source commercialization, offering valuable insights and alternative strategies to the commonly held Open Core model.
Smallstep wanted to understand the impact of their open-source project on enterprise adoption of their commercial security solutions. Smallstep uses Scarf to better understand user interactions and software usage, providing insights into its user base and potential customer segments as an important signal for commercial use.
Diagrid was founded in 2022 by the creators of the popular Dapr open source project. Making data-driven decisions for a commercial company built on an open source project that had no real concrete data, was a real challenge. Diagrid translated Scarf data into valuable insights for marketing and product development of their commercial product.
When we approached the project of building Scarf, we turned to our favorite language: Haskell. Little did we know, this decision would shape our story in more ways than one.
Unstructured had so much usage of their open source, but so little data. Prior to Scarf, they mostly had GitHub information for things like downloads and stars. It was difficult to separate the good signal from the noise without any specific information that would help them to better target this large and growing open source user base or data to influence their product roadmap.
It’s happening! Scarf is part of the Common Room Signal Partners program. Soon, you will be able to integrate your Scarf data into your Common Room platform for a more complete view of all of your user signals.
We are thrilled to announce that we have successfully completed a Type 1 System and Organization Controls 2 (SOC 2) examination for our Scarf Platform service as of January 31, 2024.
When Scarf emerged back in 2019, many people expressed skepticism that usage analytics would ever be tolerated in the open source world. 5 years later, Scarf has shown this once solidified cultural norm can indeed change. Learn how Scarf's journey mirrors a broader shift in open source culture and why embracing usage analytics could shape the future of open software development.
Apache Superset is an open-source modern data exploration and visualization platform that makes it easy for users of all skill sets to explore and visualize their data. We spoke with Maxime Beauchemin, founder & CEO of Preset, and the original creator of both Apache Superset and Apache Airflow, who shared with us Superset's experience using Scarf.
Haskell, a cutting-edge programming language rooted in pure functionality, boasts static typing, type inference, and lazy evaluation. The language's ongoing evolution is bolstered by a diverse array of organizations, including the Haskell.org committee. This committee strategically leveraged the Scarf solution for testing purposes.
We’re pleased to share a final recap of the latest Scarf updates for December and 2023 as a whole. Join us in this last edition of our 2023 newsletters.
In the open source ecosystem, user behaviors are diverse and conversion tracking poses unique challenges frequently leaving traditional marketing strategies insufficient. Recognizing this gap, we are excited to introduce a brand new way for businesses to make sense of this opaque and noisy signal – Open Source Qualified Leads (OQLs).
In recent years, a notable development in the open source landscape is the growing number of large corporations considering the transition from open source licenses to more restrictive models like the Business Source License (BSL). This trend raises further questions about the sustainability and future of open source projects, particularly when large players alter their approach.
A recent release of Scarf added the ability to track and report on custom URL parameters. If you are looking to gain more intelligence around how you open source users interact with your project and download your software using link parameters in key situations can reveal interesting and helpful trends that can help you grow your user base and unlock open source qualified leads.
In the ever-evolving landscape of open source software, data collection has become a hot-button issue. As the open source community grows and software becomes increasingly integral to our daily lives, concerns about data collection ethics have emerged.
In today's fast-paced tech world, the Developer Relations (DevRel) role has moved from the periphery to the center stage. Companies, irrespective of their size, are now seriously considering the worth of having a dedicated DevRel team. But, how do you quantify the success or failure of such an effort? What metrics should companies use? This post dives deep into understanding the commercial Return on Investment (ROI) of DevRel.
Monetizing open source software is a challenging task, but it can also be highly rewarding. Unlike traditional software, you're essentially competing against a free version of your product. So, how do you sell something that is inherently free?
In the dynamic realm of community management, marketing, and developer relations, success depends upon more than just attracting attention. It's about fostering meaningful relationships, nurturing engagement, and amplifying your community's impact.
This guidebook shows you how to implement a call-home functionality or telemetry within your open-source software while at the same time being transparent and respectful of your users data. Let's explore how to build a minimal, privacy-focused call home functionality using a simple version check and Scarf.
Many open source contributors are reluctant or skeptical about metrics. They think metrics are overrated, irrelevant, or even harmful to their projects and communities. But in this blog post, we argue that metrics are essential for making better decisions, improving the experience for users and contributors, and demonstrating the impact and value of your open source work. We also share some tips and examples from OSPOs and DevRel teams on how to choose and use metrics effectively.
Many open-source developers rely on GitHub as their primary documentation source. But this can be a costly mistake that can affect your project’s success and adoption. In this blog, we’ll explain why you need to build your own docs site and how to do it easily and effectively.
Open source projects and companies need data to grow and enhance their performance. However, many open source leaders and communities overlook or reject metrics and depend on intuition, relationships, or imitation. Data can help you spot problems, opportunities, and false positives in growth strategies. In this blog post, Matt Yonkovit shows you why data is important for open source success and how it can offer insights and guidance for open source projects to reach their goals and make better decisions.
Open source software continues to be a vital part of enterprise operations in Q2 2023, as more and more companies adopt open source solutions for their business needs. In this blog post, we will examine the state of open source usage in Q2 2023 and the trends that are shaping the future of open source.
DevRel is a vital function for any organization that wants to engage with the developer community and grow its user base. However, there is no one-size-fits-all solution for where to place DevRel within the organizational structure. In this blog post, we explore three common strategies for DevRel placement: marketing, product, and hybrid. We discuss the advantages and challenges of each strategy, and provide some tips on how to decide which one is best for your organization and goals.
In the open source industry, identifying and engaging users is a major challenge. Many users download software from third-party platforms that do not share user data with the software company. Gating content behind a login or an email form can help, but it can also alienate potential users who value their privacy and convenience. In this blog post, we explore the pros and cons of gating content in the open source industry, and we offer an alternative solution that can help you identify and connect with your users without compromising your content.
Open source software depends on the power of its community. But how do you know if your community is healthy and thriving? In this blog, you will learn how to use metrics to track and evaluate your community’s activity, engagement, growth, diversity, quality, and impact. You will hear from founders, DevRel experts, and investors who share their best practices and tips on how to measure and improve your community’s performance and value.
Learn how to overcome the challenges of open source software marketing and turn anonymous data into qualified leads. In this blog post, we’ll show you how to use download data, web traffic, and documentation views to identify potential customers and grow your sales pipeline. Discover how to track downloads, website traffic and documentation views with Scarf Gateway and the Scarf Tracking Pixel.
This blog post outlines ten common mistakes made by founders of open source startups, from failing to ask the right questions to neglecting the standardization of key metrics. By offering guidance on how to avoid these pitfalls, it provides a roadmap to successfully commercializing open source projects.
Many people believe that making money from open source projects is an arduous or even impossible task. However, with the right strategies it is possible to build a sustainable business while keeping the spirit of open source intact. By evaluating the market fit and commercial viability of an open source project before considering funding and monetization, one can realistically begin to explore the financial potential of an open source project. Here's how to do it.
This blog emphasizes the importance of a comprehensive approach to lead generation in the open source software space. Amid the challenges of anonymous usage and privacy regulations, strategies focusing on download activity, community engagement, and web traffic can maximize lead identification. Employing lead scoring and maintaining a list of active software users can further enhance sales outcomes in this unique market.
Here at Scarf, we've developed a solution to help open source projects and businesses gain more insight into their users and their download traffic - Scarf Gateway. Here's how it works.
We are thrilled to announce our latest partnership with Clearbit (https://clearbit.com/). This collaboration will offer Scarf users and customers an enriched array of data about their user base, significantly enhancing the quality of information you already value from Scarf.
The popularity of open source software is not in doubt, but little concrete public data exists beyond human-generated surveys on adoption usage. In this blog post, we will explore the state of open source usage in Q1 2023 and the data illustrating how open source is becoming an increasingly important part of enterprise operations.
The success of DevRel (Developer Relations) and community efforts in open source can be challenging to measure, as there is often a disconnect between the goals and expectations of the community and the business. This blog post discusses the challenges of measuring the success of DevRel and community efforts in open source.
Successful open source projects don't always translate into successful open source businesses. However, by focusing on building a kick-ass product, raising awareness, making the product easier to use, and fostering a strong open source community, you can set the stage for converting users into paying customers.
You can use the open source Scarf Gateway to switch hosting providers, container registries, or repositories without impacting end users in the future.
What is driving all this tech layoffs? , What is their impact on the open source software industry? We will walk through all the potential reasons from an economic downturn, herd mentality, excessive borrowing and spending due to low interest rates, and growth at all costs as the main reasons behind the layoffs. Companies can continue to grow in this tight economic market if they are focused on optimizing efficiency and sustaining the right growth.
At the All Things Open conference, Emily Omier, a seasoned positioning consultant, sat down with Avi Press (Founder and CEO, Scarf) and Matt Yonkovit (The HOSS, Scarf) to discuss how to message, position, and validate your open source product on The Hacking Open Source Business Podcast. You can watch the full episode below or continue reading for a recap.
On the Hacking Open Source Business podcast, Joseph Jacks aka JJ (Founder, OSS Capital) joins Avi Press (Founder and CEO, Scarf) and Matt Yonkovit (The HOSS, Scarf) to share what you need to know before starting a commercial open source software (COSS) company and how you can set yourself and your project apart in a way that attracts investor funding. As an investor who exclusively focuses on open source startups, JJ provides a VC perspective on what he looks for when evaluating investment opportunities.
On The Hacking Open Source Business podcast, CEO Chris Molozian and Head of Developer Relations Gabriel Pene at Heroic Labs elaborate on their usage and shift to open source and how it accelerated their adoption.
In this recap of the first episode of the Hacking Open Source Business Podcast, co-hosts Matt Yonkovit and Avi Press, Scarf Founder and CEO, dig into a recent controversy that highlights the challenges open source projects face trying to create sustainable revenue streams to support a business or a non-profit that funds the project’s growth.
Scarf Sessions is a new stream where we have conversations with people shaping the landscape in open source and open source sustainability. This post will give a recap of the conversation Scarf CEO, Avi Press and I had with our guest Stefano Maffulli.
Community is important to the success of open source software. To understand and grow a community, project founders and maintainers need visibility into various technical, social, and even financial metrics. But what metrics should we be using?
Should Python eggs be deprecated in favor of wheels? What does the data show? This post explores how the right data can make decisions like this easier for maintainers and Open Source organizations.
Companies offering open source are pouring resources into the project, but it remains a black hole for go-to-market teams—high adoption, but no clear path to conversion. With Scarf, company-level usage data is available while maintaining privacy. The native integration with Salesforce and Hubspot, brings your open source users from passive usage to pipeline acceleration.
RisingWave, an open-source streaming database, is reshaping real-time data processing with its SQL-powered platform. Before Scarf, RisingWave relied on a Metabase dashboard to track anonymous telemetry. Scarf gave RisingWave the insights they were missing. By providing visibility into company-level engagement, Scarf is helping them identify, track and re-engage with companies already using RisingWave.
Open source projects generate a treasure trove of data (downloads, doc views, project usage), but most open source companies aren’t tapping into it. That interest is there, but how do you connect it to real business opportunities through marketing?
In traditional marketing, you track conversions (signups, demos, purchases). You can follow users from first touch to closed won. In open source marketing, it’s not that simple. Because open source is inherently anonymous, vanity metrics, like raw downloads and GitHub stars, don’t tell you how many potential customers are already adopting your project, or more importantly, WHICH COMPANIES they are.
At the end of the day, those vanity metrics are not enough. They signal popularity, but they don’t translate into paying customers. You can’t feed a sales pipeline with GitHub stars. Marketing a paid offering in an open source company starts with knowing who’s using the project and how they’re engaging with it, so you can reach the right people, whether through targeted marketing efforts, or direct sales outreach.
A company casually skimming your marketing site isn’t the same as one testing your open source project in production. But without the right data, they look identical. Knowing who is engaging and how deeply is hugely valuable.
That’s why we created Scarf. Open source adoption doesn’t happen in neat, trackable steps. It happens organically, over time, across different touchpoints.
Scarf helps solve these challenges (and more) for open source projects. We use it ourselves, every day, to improve our own marketing. Here’s how Scarf helps us, and how it can help you do the same with your marketing.
Our setup
Before we get into how we use this data, let’s talk about what we have in place to make it possible. Over time, we’ve built a system that helps us track and analyze most of our marketing activities. Every open source company is different, but we believe this setup will give you a useful starting point to create a system that works for your business.
Our setup is designed to capture real engagement data across multiple touchpoints.
Pixels on our homepage and documentation tell us which companies are exploring our website and technical content.
File Package URLs in our call-to-action buttons help us track who clicks on key resources, like “book a demo” buttons and blog posts.
File Packages URLs in our campaign links allow us to measure which companies engage with our marketing activities.
Run Smarter Campaigns
Your users aren’t all the same—so why should your marketing be?
Leveraging company-level data on who’s engaging with our artifacts helps us:
Identify which companies are engaging with our packages, landing pages, and documentation.
Prioritize high-value accounts that are already showing strong interest.
Run targeted campaigns to companies that have already engaged.
Why chase cold leads when you can focus on the ones who are already paying attention?
Using Data to Build Messaging That Resonates
Once you know who’s engaging and where they are in the adoption journey, the next step is making sure your messaging actually speaks to them.
With Scarf, you can track your open source artifacts and see which companies are engaging with them. Monitor your packages, landing pages, documentation, or even send telemetry from your app to get a complete picture.
Scarf also helps you understand where companies are in the open source adoption funnel. A company casually browsing the docs is in a different stage than one actively integrating a package. We use these insights to:
Tailor content and language for the early interest stage or deeper, ongoing usage.
Identify key adoption patterns to create different campaigns and highlight the features that are most relevant to your audience.
Identify friction points and where in the open source funnel users tend to drop off and optimize that step.
Guide companies from one stage to the next by addressing their specific needs.
How we do it
Once we have this data, we use it to run more effective campaigns and outreach.
First, we identify which companies have interacted with Scarf in the last six months. Scarf tells us the name of the company that has engaged with our content, when and if they have interacted with other types of content before, and where they are in the open source funnel.
Next, we filter by funnel stage. If we’re running a top-of-funnel campaign, we focus on companies in the “interest” or “investigation” stages—those engaging but not yet considered a “hot lead.” If we’re targeting companies further along, we refine our list to those actively evaluating Scarf.
Then, we tailor our messaging based on that funnel stage. The way we communicate with someone discovering the product for the first time is different from how we engage with someone actively evaluating it with purchase intent. The language we use and the campaigns we run reflect that.
Finally, we export our list and launch campaigns where they’ll be most effective. Instead of casting a wide net, we import targeted audiences into LinkedIn, Google Ads, or other platforms. That ensures our outreach reaches the right companies at the right time.
Marketing doesn’t stop at people visiting a landing page, what happens next is just as important. With Scarf Pixels and Packages, we track how companies interact with all of our resources. It helps us learn:
Which pages get the most engagement.
Where users drop off.
Which companies are actively exploring marketing pages and docs.
Who’s engaging with your paid campaigns and what they are doing after that.
Seeing this data in real-time lets us understand what’s working, what needs improvement, and how to better guide users further down the funnel.
How we do it
After running a campaign, we can identify which companies clicked on our ads, call-to-action buttons, or marketing resources.
From there, we take action in a few key ways:
Run retargeting campaigns for companies that clicked but didn’t convert. If they showed interest, we can follow up with messaging that better aligns with their new stage in the funnel.
Pull new companies into the next campaign. We can repeat the process with fresh company names, expanding our reach while continuously refining our targeting.
Pass high-intent leads to sales. If a company qualifies as a marketing-qualified lead (MQL)—based on engagement level, multiple touchpoints, or deeper interactions—we flag them for direct outreach.
If you want to understand how to use Scarf to track your users’ interactions with your project, read this playbook.
Show the Impact of Your Marketing Efforts
How do you know if your marketing efforts are actually driving results? How do you know what strategies are working and which ones could be improved? With Scarf, you can connect marketing activities—like driving traffic to your documentation—to real open source usage.
We use these insights to:
Track how documentation visits, package downloads, and clicks change over time as a result of marketing activities.
See which companies are interacting more (or less) after a campaign.
Measure the real impact of different outreach efforts on adoption.
Know where to double down and where to adjust.
With this data, we can see what’s working and make data-driven decisions on where to focus next. And if we’re asked, we can demonstrate exactly where marketing is driving results and how it’s influencing user engagement across our ecosystem.
How we do it
Since we track our campaigns using File Package URLs combined with UTMs, we can filter and analyze engagement right inside Scarf.
We start by filtering campaign data by source. If traffic comes from Google, LinkedIn, email, or another platform, we can isolate engagement by channel and compare performance. From there, we break it down further by medium, whether it’s a paid campaign, organic search, or social media. This helps us see where the most valuable interactions are happening.
We also look at post-click activity, identifying whether companies explore documentation, click a call-to-action button, or return later.
To go deeper, we filter by funnel stage. If we want to understand the true impact of a campaign, we look at whether more companies are moving from early-stage interest to deeper evaluation. The fluctuation in the number of companies at each stage is just as important as the influx of new companies entering the funnel for the first time.
Unify Your Data for a Complete Picture
Tracking the data is not the end of the story. Data is only useful if it actually makes it to the right teams. Marketing, sales, and community teams all need a full view of how companies are engaging with the open source project.
With Scarf, you can sync open source insights directly with Salesforce and HubSpot, combining them with your existing sales intelligence. Want to use another platform? No problem. Export manually or automate data flow with Scarf’s API to make sure your insights are exactly where you need them.
Learn more about exporting your Scarf data to external tools in this playbook.
Bringing It All Together
Tracking which companies interact with Scarf allows us to create targeted campaigns that reach the right audience at the right time. The way we speak to those just exploring is different from how we engage companies that are ready to test out the product. This is why knowing in which funnel stage different companies are is so important. A casual visitor browsing documentation isn’t looking for the same information as a company actively engaging with sales, so we tailor our outreach to match their needs.
Here's a quick checklist to help you put what we learned here into action:
✅ Implement Scarf Pixels and Package tracking: Ensure basic data collection is active on key artifacts like marketing page, documentation and packages.
✅ Identify high-value company engagement: Regularly review Scarf data to find companies showing strong interest.
✅ Tailor messaging based on open source adoption funnel stage: Use Scarf insights to create content and outreach that matches where companies are in the adoption funnel.
✅ Connect Scarf data to Sales/CRM: Integrate Scarf with Salesforce/HubSpot to unify data and inform sales outreach.
✅ Track campaign impact on MQL conversions: Measure how marketing efforts directly impact lead generation and conversions.
Once we know who’s engaging, we make sure messaging reflects what matters to them. Scarf shows us how users interact with key content like documentation and landing pages, helping us refine messaging and remove friction points. When users drop off at a specific section, we know where improvements are needed. When a feature drives more attention, we emphasize it in our outreach.
We track campaign performance, but more importantly, we use Scarf to create the right systems to understand how it connects to real usage. When product engagement spikes or drops, we can tie it back to specific efforts and make informed decisions about what’s working and what needs to change.
All of this works together to create a cycle of continuous improvement. Every campaign we launch, every message we refine, and every insight we track helps us make informed decisions about the next steps.
Want to see how Scarf can help you do the same? Book a demo!
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