Sending flow events to Google Analytics and ad platforms

What is it for?

What happens in the conversation (conversation started, contact details left, appointment booked…) is sent as events to the measurement and ad platforms you choose. You build reports and ad targeting on that platform.

The settings are on the flow editor's “Measurement settings” tab and are separate for each flow.

Turning on platforms

The “Platforms” section lists Google Analytics, Meta Pixel, TikTok and Google Ads. The platform must be connected on the Integrations page first; if it isn't, the row shows “Not connected” and a “Connect” link. When it is, a “Connected” badge appears and you turn the platform on for this flow with the switch.

• Google Analytics: once on, choose the account, property and data stream events go to; without one, no events are sent. The connected Google account needs the Editor role on that property.
• Google Ads: choose the ad account for conversions. Each event is recorded to the conversion action you pick in the table; events without one aren't sent. A conversion is matched by the visitor's ad click if they came from your ad, otherwise by the email or phone they left.
• Meta Pixel: choose the pixel events go to; if none is chosen, no events are sent. An event is matched to the visitor by the ad click, their browser and, if they left them, their email or phone.
• TikTok: choose the ad account, then the pixel; if none is chosen, no events are sent. TikTok only accepts events from conversations on your website.

For connection steps see Measurement and ad integrations.

The event table

In the “Events” table, rows are events and columns are the platforms that are on; a checked box means that event goes to that platform. “Conversation events”:

• “Conversation started”: when the visitor gives their first answer.
• “Contact details left”: when the visitor writes an email or phone number.
• “Flow completed”: when the visitor reaches an end step; the end's outcome is sent too.
• “Ticket created”, “Appointment booked” (when an appointment is written to Google Calendar) and “Product searched” (when the assistant searches the store; the search term is sent too).

By default, event names are the platform's standard events. To change them, click “Edit event names”; a name left empty goes back to the default. Ad optimization works with standard events, so change them only if you need to.

Adding events to steps

To send an event when a visitor reaches a specific step:

1. On the “Editor” tab, select the step and open the “Tracking” tab of its panel.
2. Check “Send an event at this step”.
3. For “Event type”, choose “Standard event” (Product viewed, Search, Add to cart, Checkout started, Purchase, Contact, Lead (form), Sign-up) or “My own event”. Your own event is sent to every platform under the same name (for example appointment_confirmed).
4. Go back to the “Measurement settings” tab; the event appears under “Step events”. Check the platforms it goes to, then save.

Tips

• Only the Owner and Admins can change measurement settings and platform connections.
• Add utm tags to the link (for example ?utm_source=instagram&utm_campaign=…) to break down campaigns on the flow's Analytics tab too.