Sending agent 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. Events are sent from our servers, so you don't need to add any tags to your site.

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

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 owners and admins see a “Connect” link. When it is, a “Connected” badge appears and you turn the platform on for this agent with the switch.

• Google Analytics: once on, choose the account, property and data stream events go to; only web data streams can be picked. 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. Only conversion actions imported from clicks are listed. A conversion is matched by the visitor's ad click if they came from your ad, otherwise by the email or phone they left. Step events carry no email, so they're only sent for visitors who came from an ad.
• 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. The phone is used for matching only if it was written with a country code.
• TikTok: choose the ad account, then the pixel; if none is chosen, no events are sent.

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. In the Google Ads column you pick a conversion action instead of checking a box. “Conversation events”:

• “Conversation started”: when the conversation opens and its first step runs.
• “Contact details left”: when the visitor writes an email or phone number, or when the email of a customer signed in to the store is recognized.
• “Conversation completed”: when the visitor reaches an end step, when the flow's last step runs, or when the visitor ends the conversation themselves; the end's outcome is sent too.
• “Ticket created”, “Appointment booked” (when an appointment is written to Google Calendar) and “Product searched” (when the agent searches the store; the search term is sent too).
• “Purchase”: when a visitor who talked to the agent pays for their order in the store (WooCommerce, Magento, Shopify) within 7 days; sent with the amount, currency and order number. It's only sent if the visitor gave marketing consent. It starts off on Meta and TikTok so it isn't counted twice with the store's own pixel.

Each event is sent once per conversation. On the platforms that are on, events start checked (except “Purchase” on Meta and TikTok). On Google Ads, nothing is sent until you pick a conversion action for each event.

Some event names are the platform's standard events (for example Lead, Contact, Purchase); the others are names we chose. To change them, click “Edit event names”; a name left empty goes back to the default. You can use letters, numbers, spaces, _ and -, up to 50 characters. 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 “Flow” tab, select the step and open the “Tracking” tab of its panel.
2. Turn on “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). In GA4 the name is changed to lowercase letters and underscores and kept to 40 characters; Google Ads uses the conversion action you pick, not the name.
4. Go back to the “Measurement settings” tab; the event appears under “Step events”. A new step event comes checked on every platform that's on; uncheck the ones you don't want, then save. For Google Ads, pick a conversion action.

Tips

• Only the Owner and Admins can change measurement settings and platform connections.
• Measurement settings aren't part of an agent version: they take effect as soon as you save. An event you add on a step's “Tracking” tab is part of the step, so it starts being sent after you click “Publish”.
• Add utm tags to the link (for example ?utm_source=instagram&utm_campaign=…) to break down campaigns on the agent's Analytics tab too.