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This page explains the two most common conversion events you’ll send to us:
  • Lead: A user shows intent (e.g., submits a form, requests a demo, signs up).
  • Sale: A user completes a purchase (e.g., checkout success, subscription created, payment captured).
Both events should include a stable identifier (so we can match events to the same person/session) and a timestamp. If you already capture click IDs / attribution IDs, include them as well so we can attribute the conversion to the correct source.

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Where to send these events

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Important notes

  • Identifiers: Send at least one stable identifier (customerExternalId, email, phone, etc.) and keep it consistent between Lead and Sale.
  • Timestamp: Prefer an ISO 8601 UTC timestamp (e.g. 2026-04-10T12:34:56.000Z).
  • Attribution IDs: If you have a clickId (or similar attribution id) from the short-link click, include it.
  • Deduplication: Avoid sending the same conversion multiple times (e.g., retries). If your integration retries, ensure your backend can de-dupe by invoiceId/order id (Sale) or a lead id (Lead).

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Lead event

Use Lead when the user becomes a qualified contact (they raised their hand), even if they have not paid yet. Lead event attribution flow

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Common “Lead” actions

  • Form submit (Contact us / Request demo)
  • Account sign-up / trial start
  • Booking a meeting

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What you should send

  • Who: any stable user identifier you have (email, userId, phone, etc.)
  • When: event time (ISO string) or server timestamp
  • What: lead source details (optional) and metadata about the lead action

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Example Lead payload

{
  "event": "lead",
  "timestamp": "2026-04-10T12:34:56.000Z",
  "clickId": "clickid_123",
  "customerExternalId": "user_123",
  "email": "user@gmail.com",
  "name": "user",
  "mode": "deferred"
}

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Sale event

Use Sale when money is actually collected or a paid subscription is created. This is your “revenue conversion” event. Sale event attribution flow

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Common “Sale” actions

  • Checkout success / order paid
  • Subscription created
  • Payment captured (server-side confirmation)

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What you should send

  • Who: the same stable identifiers used for the Lead event (so we can connect the journey)
  • When: event time (ISO string) or server timestamp
  • How much: order value, currency, and optionally orderId
  • What: product details (optional) and metadata about the purchase

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Example Sale payload

{
  "event": "sale",
  "timestamp": "2026-04-10T12:45:10.000Z",
  "clickId": "clk_abc123",
  "customerExternalId": "user_123",
  "email": "alex@example.com",
  "currency": "USD",
  "amount": 199.0,
  "invoiceId": "inv_987"
}

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Lead vs Sale (quick guidance)

  • Send Lead for intent actions (form submit, sign-up, trial start).
  • Send Sale for revenue actions (paid order, subscription created, payment captured).
  • Use consistent identifiers across both events so they can be tied together.