Event Sources: Track the conversions your website can't see

Your website pixel is great at telling you what happens on your site, page views, sign-ups, button clicks. But some of your most valuable conversions never touch your website at all.

Event Sources changes that. It gives every off-site conversion a secure path into Usermaven, where it behaves exactly like any other event: it shows up in your reports, counts toward your conversion goals, flows through attribution, and syncs out to Google Ads and Meta. No code required, and most sources take under ten minutes to set up.

What you can solve with Event Sources

See your real revenue, not just checkout clicks

Your pixel can see a customer reach the checkout page, but the payment itself happens on Stripe's or Paddle's servers. Connect a billing webhook and Usermaven records the events that actually move your business: new payments, subscription starts, trials, renewals, cancellations, and refunds. Every event carries verified revenue and currency, straight from your billing platform.

Count the sales your team closes by hand

Plenty of businesses close deals in WhatsApp, over the phone, or through a sales team, and those wins never appear in analytics. With a CSV import, anyone on your team can upload a spreadsheet of closed sales and have them counted as real conversions, matched to the right people, without touching a line of code.

Credit the campaigns behind offline conversions

An offline sale still started somewhere, an ad click, a blog post, an email. Because Event Sources feed the same attribution pipeline as your website events, offline conversions get credited to the campaigns that earned them. And through Conversion Sync, you can send that revenue back to Google Ads and Meta, so their bidding algorithms optimize for customers who actually pay, not just those who click.

Track webinar registrations and attendance

Webinars run on Zoom, Livestorm, and similar tools, outside your site. Point their webhooks at Usermaven and registrations and attendance become events you can build funnels and goals around: saw the landing page → registered → attended → became a customer.

Capture conversions from embedded forms and checkouts

If your booking form or checkout lives in an iframe from another vendor, the pixel can't see what happens inside it. An embedded-form source receives the submission and joins it back to the visitor's session, so the conversion lands on the same person who was browsing your site.

Connect anything else through Zapier or a custom webhook

If a tool can send a webhook, and through Zapier, thousands can, it can send events to Usermaven. CRM deal-won events, e-signature completions, support milestones: if it matters to your funnel, you can track it.

Backfill your history

Switching to Usermaven, or just getting started with conversion tracking? Import historical conversions from a CSV so your reports reflect reality from day one, with built-in safeguards that keep re-imports from double counting.

How it works

Event Sources follow a simple idea: sources in, syncs out.

Connect a source. Pick from the catalog, Stripe, Paddle, Zapier, webinar tools, embedded forms, a generic webhook, or a CSV import.
Usermaven receives the data. Webhook sources get a private URL to send events to. CSV sources take file uploads.
You map the fields, once. A visual editor shows you the incoming data and lets you tell Usermaven what each field means: who the person is, what the event is called, how much revenue it's worth. You preview the exact resulting event before anything goes live.
Events flow into your analytics. From that point on, they're ordinary Usermaven events visible in the Events stream, counted in goals and funnels, credited by attribution, and available to sync to your ad platforms.

Each source tracks one event. Want to track both new payments and refunds from Stripe? Create a source for each, it keeps every source simple to understand and easy to monitor.

The source catalog

Source	Type	Best for	Setup guide
Stripe	Webhook (signed)	Payments, subscriptions, trials, and refunds, verified with Stripe signatures	Connect Stripe to Usermaven
Paddle	Webhook (signed)	Paddle Billing or Paddle Classic transactions and subscriptions	Connect Paddle to Usermaven
Zapier	Webhook	Sending an event from any of the thousands of apps Zapier supports	Send events to Usermaven with Zapier
Webinar attendance	Webhook	Registrations and attendance from Zoom, Livestorm, and similar tools	Track webinar attendance
Embedded form / checkout	Webhook	Forms or checkouts hosted in an iframe or on another vendor's system	Track embedded forms and checkouts
WhatsApp / manual sales	CSV import	Sales closed in chat, by phone, or by your sales team	Import WhatsApp and manual sales
Webhook	Webhook	Any service that can send JSON or form data	Connect a custom webhook
CSV import	CSV import	Backfilling historical or offline conversions safely	Import conversions from a CSV

Converting on a page you can't put the pixel on? See Track thank-you pages on other domains.

Setting up a webhook source

Go to Events → Event sources and click New event source. The wizard walks you through five short steps:

Choose event. For catalog sources like Stripe, pick which event to track, New payment, New subscription, New refund, and more. Recommended options are marked for you.

Connect. Name the source and Usermaven creates its private webhook URL. Paste it into your tool, trigger a test, and watch Usermaven catch it live. In a hurry? Paste a sample payload or use the bundled one instead.

Map fields. Tell Usermaven who the person is (email, user ID, or anonymous ID), what to call the event, and where to find revenue, currency, timestamps, and ad click IDs. Formats like Stripe's cents-based amounts are handled with one click, 12900 becomes 129.00. You can also add filters so only the right events get recorded.

Review. See exactly how your sample data becomes a Usermaven event before saving anything.

Activate. Flip the source on. Billing sources ask for your signing secret first, so Usermaven only ever accepts events genuinely sent by Stripe or Paddle.

Treat your webhook URL like a password. Anyone who has it can send events to your workspace. If it's ever exposed, rotate it from the source's settings, the old URL keeps working for 24 hours so nothing is lost mid-switch.

Importing conversions from a CSV

CSV imports are built to be safe by default, you always see what will happen before it happens:

Upload your file (UTF-8, up to 50 MB or 250,000 rows). A template is available if you're starting fresh.
Map fields just like a webhook source, using your actual rows as the sample.
Preview how each row becomes an event.
Dry run. Before anything is imported, Usermaven checks every row and shows you the outcome: how many rows will import, and how many are invalid, filtered, or duplicates. Nothing counts until you've seen this summary.
Import. Large files process in resumable chunks, with live progress and a downloadable error report for any rows that couldn't be imported.

Include a stable External ID column (like an order or invoice number) whenever you can, it's what lets Usermaven recognize a row it has seen before, so re-uploading an overlapping file never double counts a sale.

Knowing your data is right

Every source comes with built-in diagnostics, so you never have to wonder whether events are arriving, or why one didn't.

Delivery health at a glance. Each source shows seven days of activity: how many events were accepted, rejected, filtered out, caught as duplicates, or rate limited. A sparkline on the source card tells you in one look whether data is flowing.

A full event log. Every delivery is listed with its outcome. Open any entry to see the original data received, the exact event Usermaven recorded, and, if something was rejected, a plain-language reason with a link to the fix.

Identity health. Tiles show how many accepted events were matched to a person, how many are identity unresolved, and how many arrived with no identifier at all, so data-quality issues surface before they distort your reports.

How events get matched to people

Send a stable user_id or anonymous_id whenever your tool has one, it's the most reliable match. Email works as a fallback, with predictable rules:

One person matches the email → the event is assigned to them.
No one matches → Usermaven creates a new person for that email.
Multiple people match → the event is counted but marked "identity unresolved." Usermaven never guesses who owns a conversion, your totals stay accurate, and the person-level assignment stays honest.

If unresolved events start climbing for a source, Usermaven flags it and points you to the affected events, along with the fix: send a stable ID alongside the email.

Keeping your numbers trustworthy

Event Sources is designed so the easy path is also the safe one:

One source of truth per conversion. If Stripe reports your purchases, don't also track them with the pixel, the setup wizard reminds you, because tracking the same sale twice means counting its revenue twice.
Duplicates are caught automatically. Webhook retries and re-imported CSV rows with the same External ID are recognized and counted once.
Billing events are verified. Stripe and Paddle sources won't activate until signature verification is in place, so revenue events can't be spoofed.
Nothing is ever silently dropped. Every incoming event gets an outcome in the log, accepted, rejected, filtered, duplicate, with a reason you can act on.
Deleting a source is non-destructive. It stops new events from coming in; everything already recorded in your analytics stays.

Frequently asked questions

Do offline events work with my existing goals and funnels?

Yes. Once accepted, an event from a source is a normal Usermaven event. Any goal, funnel, journey, or attribution report that matches its name and properties will include it automatically.

Can I send offline conversions to Google Ads and Meta?

Yes, that's one of the main reasons Event Sources exists. Events with revenue and ad click IDs (gclid, fbclid) flow into Conversion Sync just like pixel events, so the ad platforms learn from the conversions that actually pay you.

What happens if I change my field mapping later?

Mapping changes apply to new events only. Events already recorded keep the mapping that captured them, so your history never shifts under your feet.

Do I need a developer?

For most sources, no. Connecting Stripe, Paddle, Zapier, or a webinar tool is a copy-paste-and-map flow, and CSV imports need only a spreadsheet. A generic webhook source may need whoever administers the sending tool.

Is there a limit on how many events I can send?

Each workspace has a daily event cap, and Usermaven warns you as you approach it. Senders that exceed the short-term rate limit are asked to retry, nothing is lost, delivery just spreads out.

Ready to start?

Go to Events → Event sources, click New event source, and browse the catalog.

Your first source can be live in the next ten minutes.

Was this article helpful?