Event tracking that captures every user action

Q: What is event tracking?

Event tracking is the process of capturing specific actions users take across your website or product, such as page views, clicks, form submissions, signups, purchases, and product interactions. Usermaven uses these events to help you analyze user behavior, conversion paths, funnels, customer journeys, and marketing performance.

Q: What events does Usermaven track automatically?

Usermaven automatically captures common website and product interactions, including page views, clicks, input interactions, form submissions, and interactions with most pop-ups. Auto-captured events also include useful context such as the element type, text, and page where the interaction occurred.

Q: What is the difference between auto-captured, pinned, and custom events?

Auto-captured events collect common website and product interactions automatically. Pinned events let you turn important already-captured interactions, such as CTA clicks, signups, or purchases, into clearly defined events. Custom events give you more control to track business-specific actions, backend activity, or interactions that cannot be captured automatically.

Q: Can I send custom events to Usermaven?

Yes. You can send custom events to Usermaven for actions that require more precise tracking, such as product milestones, subscription activity, embedded experiences, or backend actions. Custom events can also include additional attributes, such as plan name, revenue, or other details relevant to the event.

Q: Can Usermaven track server-side events?

Yes. Usermaven supports server-side event tracking for actions that happen on your backend or cannot be reliably captured in the browser. You can send these events through Usermaven's Events API and use incoming webhooks or other supported methods for external event data.

Q: What are Event Sources in Usermaven?

Event Sources let you bring conversions that happen outside your website into Usermaven. They can capture activity from sources such as Stripe, Paddle, Zapier, webhooks, webinars, external forms, and CSV imports, allowing off-site and offline conversions to become part of your Usermaven event data.

Q: What Stripe and Paddle revenue events can I track?

Usermaven can capture billing and subscription activity from Stripe and Paddle, including payments, subscriptions, trials, renewals, cancellations, and refunds. These revenue events can include values such as revenue and currency, helping you connect actual business outcomes with the customer journey and marketing attribution.

Q: Can I track conversions that happen outside my website?

Yes. With Event Sources, Usermaven can track off-site and offline conversions that a website pixel cannot see. This can include payments, webinar activity, external forms and checkouts, CRM outcomes, manually closed sales, and historical conversions imported through CSV.

Q: How does event deduplication work in Usermaven?

For Event Sources, Usermaven uses stable external identifiers to recognize supported duplicate events, such as webhook retries or repeated CSV conversions. This helps prevent the same external conversion from being recorded more than once while keeping your conversion data more reliable.

Q: Can I send events through webhooks or Zapier?

Yes. Usermaven supports incoming webhooks and Zapier for bringing events from external tools and workflows into your analytics. This lets you capture events such as CRM updates, closed deals, form submissions, and other business-specific actions even when they happen outside your website.

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EVENT TRACKING

Get a complete view of events across the customer journey

From automatic website interactions to custom, revenue, and off-site events, Usermaven brings meaningful user actions and conversions into one connected view.

Auto-captured events

Capture user interactions automatically

Automatically capture page views, clicks, form submissions, input interactions, and other website and product activity without defining every event individually.

Capture clicks, inputs, forms, and page views
Collect useful context with every interaction
See website and product activity as it happens

Auto-captured eventsAuto-capture ON

Showing 6 of 428 interactions

AllClicksForms

EventTypeElementCount

Submitted formAUTOCAPTURED

Formform#signup2,389

Clicked button with text sign inAUTOCAPTURED

Clickbutton.btn-primary2,387

Changed input with name passwordAUTOCAPTURED

Inputinput[name=password]2,019

Viewed pageAUTOCAPTURED

Pageview/pricing1,954

Clicked link with text start trialAUTOCAPTURED

Clicka.cta-trial1,606

Changed input with name emailAUTOCAPTURED

Inputinput[name=email]1,434

No code required · every interaction captured with page and device context

Pinned events

Turn captured actions into meaningful events

Turn interactions Usermaven has already captured into defined events for signups, purchases, downloads, CTA clicks, and other actions important to your business.

Pin important interactions without additional code
Group similar actions into a single event
Define events using previously captured activity

Pinned eventsNo code needed

Captured interactions

Clicked button with text start free trialbutton.cta-hero

Clicked link with text start free triala.nav-cta

Clicked button with text try it freebutton.cta-footer

Pinned as one event

Signed up3 interactions

4,864

Purchased plan2 interactions

1,207

Downloaded report1 interaction

843

Reuse pinned events across funnels, journeys, and conversion goals

Custom events

Track the events unique to your business

Go beyond automatic capture with custom product and conversion events. Send the actions that matter to your business with event properties for deeper analysis.

Define events for specific product milestones
Send custom product and conversion events
Add properties such as revenue, plan, and other details

Custom eventsEvents API

usermaven('track','plan_upgraded', { plan:'business', revenue:249.00, seats:12, billing_cycle:'annual',});

Event properties

planstringbusiness

revenuenumber249.00

seatsnumber12

billing_cyclestringannual

Analyze custom events by any property across funnels, trends, and segments

Form tracking

Turn form submissions into measurable leads

Collect website form submissions in Usermaven and map captured fields to contact attributes, giving you a clearer view of the people converting through your forms.

Identify leads with captured form data
Map fields like email, name, and company
Create or update contacts from submissions

Form trackingMapped

Contact Formusermaven.com/contact

Form fieldContact attribute

email_address

Emaildana@northwind.io

full_name

NameDana Whitfield

company_name

CompanyNorthwind

Dana WhitfieldContact created from submission

NEW LEAD

718 submissions this month · 214 leads created automatically

Event Sources

Bring in revenue and off-site conversions data

Bring conversions your website can't see into Usermaven with Event Sources. Connect Stripe and Paddle revenue events alongside CRM outcomes, webinars, external activity, and offline conversions.

Bring in payments, subscriptions, trials, and refunds
Add CRM, webinar, and other off-site conversions
Import offline and historical conversion events

Event sources4 connected

Revenue events

Payment succeeded312 payments · 7 days

$48,210

Subscription created86 subscriptions · 7 days

$12,940

Off-site conversions

CONNECTED

Closed deal$31,500 18 deals

CONNECTED

Webinar attended642 attendees

Attribute revenue and offline conversions back to the channel that drove them

Server-side & webhook events

Connect backend activity to your event data

Send events from your backend and external tools through Usermaven's Events API, incoming webhooks, or Zapier to include important actions that browser tracking cannot see.

Send server-side and backend events
Connect external tools through webhooks and Zapier
Bring backend conversions into your event data

Server-side & webhooksServer-side

POSThttps://events.usermaven.com/api/v1/event event_type:'subscription_renewed'

Events APIPOST from your backend

18.4k / day

Incoming webhooksPush from external tools

2.1k / day

Zapier6,000+ connected apps

840 / day

subscription_renewedEvents APIinvoice_paidWebhookticket_resolvedZapier

Backend conversions join browser events in one unified timeline

EVENTS BEYOND WEBSITE

Capture events from every part of your stack

Your most important conversions don't always happen on your website. Usermaven brings revenue, CRM lifecycle events, webinars, offline, and other external events into the same event stream, connected to your analytics and attribution.

Connected event sources

Connected