Connect custom conversions in ecommerce using automation

Business Benefits

Track user journeys through their purchase process on your website and improve conversions at each step.


Create a spreadsheet with 5 columns for Conversion Event, Page URL, Required Information, Possible Values, and Notes.

List all the steps a user has to take to complete a purchase under Conversion Event and add the URL for each page under Page URL.

Make sure to list all optional upsell, or cross-sell pages a user sees before completing the checkout process. For example, your Conversion Events could include the following:

  • View Detailed Product Information.
  • Add To Cart.
  • Initiate Checkout.
  • Add Payment Information.
  • Add Shipping Information.
  • Select Shipping Method.
  • Complete Checkout.
  • View Upsell Page.
  • Confirm Upsell Purchase.

In the second column, add the URL for each of the pages. If you use dynamic URLs, only enter the part of the URL that remains consistent (non-dynamic) for all page variants under Page URL to keep things simple. For example: “https://YourWebsite.com/ViewProductInfo?ProductID=XXXXXX

Enter all the data points you store about each step in the Required Information column, and add all the possible values in the Possible Values column.

For example, if you’re upselling a strap as an add-on to a smartwatch, and it comes in different colors, you might want to store the color of the strap a user saved in their cart in your Required Information column.

In the Possible Values column, add the possible options that you would like to track for each of the items in the Required Information column. For example, for strap color, you could add Rose Gold and Black, while for Wrist Size you could add 42 mm and 44 mm

Integrate your automation tool with your ecommerce platform.

Most automation tools, like Klaviyo and Mailchimp, integrate natively with major ecommerce platforms like Shopify and WooCommerce. Add the details required by your platform to set up the connection.

If native integration between the tools is not available, you have two options to save user journey data in your automation tool. The specific code for implementing either of these two methods will be provided by your automation tool, and you can choose one or the other based on the availability of developer resources on your team and the complexity/simplicity offered by your automation & ecommerce platforms:

  • JavaScript: Code is embedded on the actual page by your webmaster and is populated dynamically as the users progress through your funnel.

  • Server-side API: Code is entered on the server side, and you will need the help of your website administrator and a developer to implement the code.

See your automation tool and ecommerce platform documentation to find out which one of these methods is compatible with your setup.

Ask your developers to create a test environment for your funnel and implement the tracking code for each step of the funnel on both your site and ecommerce platform.

Run a few tests of the entire user journey with different upsell and cross-sell options selected at each step to check that all events are being tracked in the automation system.

Ask your developers to implement and migrate the code to your live environment and add the on-page code to your live website.

Make sure to place a test order to confirm that everything is working correctly.

Begin implementing messaging rules as based on a users’ position in the funnel, and create custom messages in your automation system based on the actions users take in each part of their buying process.