Zapier Webhook Integration with Convert Experiences


With the Zapier Webhook Integration, you can capture conversions that happen on other systems outside your website. 


Webhooks are system notifications sent to other systems when an event happens. These events could be a sale, an app install, or anything that can be notified with this method. Zapier can help you translate these webhook notifications to conversions in Convert. Zapier acts as the middleware between these third-party systems and Convert.  

Follow the process below to create your Zapier / Convert integration.  


Setup a Goal

Create a new "Javascript Triggered Goal" in Convert. Give it a descriptive name, like "Phone Call".


Activate the goal for an experiment. 


If you have different events for each variation, you will need to create a zap for each variation.

About integrating with call tracking, ensure you set up one unique unused phone number in these Call Trackers.

 If you have an experiment with an original and one variation, you will need to set up two different numbers on the call tracking application.

Push URL

Conversions can be sent to Convert by calling a specific URL containing all the needed information. You can see the required URL structure, and each of the elements explained below.


All the bold elements have to be replaced with actual values as follows:


The project id can be found in Project > Configuration.



The customer id or account id can be found in the Project > Configuration > Tracking Code:




The experiment ID can be found on the Experiment Summary screen:



Each version of your A/B test has a separate Variation ID. This can be found by doing a live preview for each specific variation and picking up the number after the convert_v query parameter inside the preview URL.

For example, if the preview URL is, then the variation ID is 1002704493.


The goal ID can be found in the Goals Overview screen by clicking on the name of the goal.


Create Zapier Webhook

The webhooks are a great way to push a call convert to Convert Experiences. We use the same goal in the experiment. Changing the variation id in each webhook allows us to register conversions for each in Convert.

Depending on the application you connect to, you might need one ZAP (Zapier trigger) for every phone number dialed. We need the variation ID in the webhook GET URL if the Call tracking software allows a variable in their backend that Zapier allows as merge field (one ZAP will take care of all tracking for one experiment). 

  • Select a Webhook with the GET method.
  • Fill the URL with all the different [id's] you got from the above steps and replace them to match this format: http://[project_id][customer_id]&p=[project_id]&e=[experiment_id]-[variation_id]&g=[goal_id]&ga=1 (yes also remove the [ and ] symbols).
  • Send as JSON tuned to No and leave all other fields empty.


Done & Start Testing

Now you are done. With this integration, your will be registering your calls in Convert. Start the experiment and test the goals by calling each number. 

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  • Avatar
    Brandon McConnell

    The variation_id appears to actually reference convert_v, not convert_e. All variations in my experiment have identical convert_e values but unique convert_v values.

    Very helpful article though! Thank you!!