How Conversion works with Segment
Conversion connects to Segment through its Webhooks (Actions) destination, which posts the track events you select to the Conversion Track Event endpoint. Each event lands on the matching contact as a custom event, ready to build audiences and start workflows. The integration forwards track events only, not identify or group calls.
What you can do
Workflows on product events
The Custom event occurred trigger enrolls a contact when a Segment event arrives, and data conditions narrow it to events with specific property values.
Audiences from product behavior
Filter audiences on the events contacts perform in your product and on the properties those events carry, then use the audiences across emails, workflows, and ads.
Send only what you need
Trigger conditions on the mapping decide which event names reach Conversion, so you can start with the few you plan to segment or trigger on.
What syncs
| Data | Direction | Details |
|---|---|---|
| Track events | Into Conversion | Only the event names you select in the mapping are sent, each recorded on the matching contact as a custom event. |
| Event properties | Into Conversion | Mapping $event to data attaches the full Segment payload, so audience filters and workflow triggers can use any property. |
| New contacts | Into Conversion | Optional. Setting createContact to true creates a contact when no userId or email matches, as long as the event has an email. |
How to connect Segment
- 1 Create a Conversion API key under Settings > API Keys.
- 2 In Segment, add the Webhooks (Actions) destination, connect it to the source that collects your track events, and name it Conversion.
- 3 Add a mapping with the Send action, pick the event names to forward, and set the URL to https://pub-api.conversion.ai/api/v2/events with POST and an X-API-Key header.
- 4 In the Data object, map email, event, and userId, plus $event to data. Add createContact if new people should become contacts, then enable the mapping and the destination.
