Zapier Webhook Integration with Convert Experiences


Call tracking can be combined with A/B testing in Convert Experiences. The first step of getting this to work is setting up a new goal called Call Tracking. You can use any type of the existing goal templates but we recommend a Javascript Triggered goal, so that it can triggered using Javascript and external systems like Call Tracking.

This works for the following call trackers:

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. 



To get call tracking integrated with Convert Experiences A/B testing make sure you setup one unique unused phone number in these Call Trackers.

If you have a test with one Original version and one Variation you need to setup two numbers.

Push URL

Conversions can be triggered by calling a specific URL that contains all the needed info. The structure of such an URL is the following, where each element marked by brackets and bold is explained below:


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


This can be found in "Project Settings". 



customer_id or account_id is found through the Convert Tracking Code:




Experiment ID can be found inside the Experiment report, clicking on the "Report Settings" icon.



Each version of your A/B test has a separate Variation ID. It 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.


Goal ID can be found in "Goals Overview" by clicking on the name of the goal.

Create Zapier Webhook

The webhooks are a great way to push a call to Convert Experiences. We use the same goal in the experiment but using the above defined push URL we can trigger a goal for either the original or variation.

Depending on the application you are connecting 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 mergefield (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 the webhooks Convert Experiences and you call tracking app are integrated. Start the experiment and test the goals by calling each number. You will see the conversion.

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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!!