How it works
Conversion connects to your internal tools through custom integrations that its forward-deployed engineers build on the platform's standard building blocks. Your systems can send contacts, events, and workflow triggers through the public API or sync into custom objects from your warehouse, and workflows can call your services with HTTP Request steps and webhooks. For AI work, remote MCP servers your admins add let Conversion chats and agents use your internal tools, and the Conversion MCP server gives your own AI clients access to Conversion.
What you can do
The Conversion API
Internal systems upsert contacts, track custom events, and start API-triggered workflows, passing custom data the workflow can use in Liquid.
Calls to your services
HTTP Request steps call internal APIs when a contact reaches them and write values from the response back onto fields, and saved webhooks push contact data to your endpoints.
Your data model
Warehouse syncs bring internal data in as contacts, events, and custom objects related to contacts, so products, subscriptions, or usage can drive segments and emails.
Internal tools for agents
Admins add remote MCP servers under Settings > AI > Connections > Servers, and chats and agents in Conversion can then use the tools those servers expose.
