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  3. Tracking — sending events externally

Tracking — sending events externally

The Tracking category is steps that send data outward . They do not communicate with the lead or change the lead’s data inside Chatterfy — they send events and parameters to external systems. Tracking

Updated August 30, 20264 min
The Tracking category is steps that send data outward. They do not communicate with the lead or change the lead’s data inside Chatterfy — they send events and parameters to external systems. Tracking is the bot’s “outgoing wires”: Tracker — Overviewreceives events for analytics and attribution; affiliate networks and external CRM systems receive signals via webhook.
Without Tracking steps, leads exist only inside Chatterfy: you see dialogs, statuses, and conversions in Analytics. But business systems outside Chatterfy (affiliate networks, CRM, billing, dashboards) do not know what happened. Send Event and Webhook close this gap: one event at the right moment — and the outside world learns about the registration, payment, or escalation.
When to use which step
Send an event to Tracker for analytics (registration, sale, resale) and forward it to Facebook / Google ad accounts — Send Event. Send any data to your URL (affiliate network, CRM, internal API, Slack webhook, Telegram notification to your channel) — Webhook. Log something on your side — usually Webhook. Send via Conversions API — Send Event (because Tracker then sends it to Facebook itself).


2 steps in the category

Send event — sending an event to Tracker
The Send event button in → tab — manual event sending for a specific lead. Unlike the automatic step in a flow ( → Send event), here the agent decides to send an event to a specific user manually and
Webhook — Sending Data Out
The Webhook step sends an HTTP request to an external URL with lead data. This is an outgoing webhook, unlike , which describes receiving data from external systems. It is used for integrations with t
—Send Event— sending an event to Tracker — Overviewto track conversions by campaign. Tracker links the event to the lead via clickid, records it in How event forwarding worksand (if configured) forwards it to Facebook / Google Conversions API. Standard names: Subscribe, Contact, Registration, FD (first deposit), RD (repeat deposit). You can create custom names for your scenarios.
—Webhook— sending data to any URL in an external service. POST / GET with configurable body and headers. Supports templating via {var}— Custom Fields, sale-status, tags, and the lead’s name are substituted. The paired mechanism is Custom Postback — custom integration(Tracker receives incoming postbacks from affiliate networks). When you need a bidirectional integration, Webhook sends, Custom Postback receives.


Send Event vs Webhook — what to choose

The main difference is where it is sent and how structured the data is:
Property
Send Event
Webhook
Where it sends
Into Tracker
To any URL
Forwards to ad accounts
Yes (via Tracker → CAPI)
No (only if the URL belongs to an ad account)
Event name
Standard or custom
Any (formed in the URL and body)
Visible in Tracker logs
Yes
No (only in the logs of the receiving system)
Typical use case
Registration / FD for arbitrage
Slack notification / synchronization with CRM
A simple rule:if the event is needed for attribution and analytics, use Send Event. If the data is for a business system outside marketing, use Webhook.


Use cases by segment

—Arbitrage: after AI Routings, the “consent to registration” branch → Send EventContact. After the Registration event from the affiliate network (incoming postback) → Send EventRegistration. After FD → Send EventFD. In parallel, send a Webhook to your BI system with extended lead data.
—E-commerce: after payment → Webhook to your backend to register the order in the fulfillment system + Send EventPurchaseto pass it to Facebook / Google ad campaigns.
—Support / SaaS: after escalation to an operator → Webhook to your team’s Slack/Discord (“new ticket, a person is waiting”). Nothing is sent to Tracker — support is not a marketing event.
—Info business: after course payment → Webhook to the content delivery system (grant access to the platform) + Send EventPurchasewith suma deposit to track LTV.


FAQ

No, it is the opposite direction. Send Event is an outgoing event from the bot outward (the bot tells Tracker / Facebook: “the lead has registered”). An incoming postback is a signal from the affiliate network inward (the affiliate network tells Tracker: “your lead has registered with us”). See How event forwarding works — it explains how to link both directions.

Yes, in the Webhook body you can form any JSON, including nested objects and arrays. Templating via {var} works inside the JSON structure. Headers are configurable (Content-Type, Authorization, custom headers). If an external service requires a signature, you can calculate it via Bot Variables — reusable values (secret storage) and insert it into the header.

The lead will still move to the next step — Webhook does not block the flow. The error will be recorded in the bot logs, but the funnel will not “hang.” If you need delivery guarantees, configure retry on the receiving server side, or periodic synchronization via Webhooks & API — receiving data from external sources (incoming in the reverse direction for checking and resending).

As many as you need. Add your own Send Event at each key stage. Teams often combine 3–5 events across the funnel: Subscribe → Contact → Registration → FD → RD. Tracker can deduplicate events on the ad account side (if you accidentally sent one twice), but it is still better not to create unnecessary duplicates.

By default, it is asynchronous — the bot sends it and moves on; it does not wait. If you need to wait for a response from an external service and use the response data, that is no longer a Webhook step, but a separate architecture: the external service responds with an incoming postback to Webhooks & API — receiving data from external sources, and this postback starts the next step via the specified stepId.


Section articles

Send event — sending an event to Tracker
The Send event button in → tab — manual event sending for a specific lead. Unlike the automatic step in a flow ( → Send event), here the agent decides to send an event to a specific user manually and
Webhook — Sending Data Out
The Webhook step sends an HTTP request to an external URL with lead data. This is an outgoing webhook, unlike , which describes receiving data from external systems. It is used for integrations with t


Related

Flow step types
Steps are the building blocks of any flow. Each step performs one specific action: send a message, change a status, check a condition, send an event to Tracker . Connect steps with lines — and you get
Webhooks & API — receiving data from external sources
With a webhook, an external service can update user data, change the chat status, switch Flow steps, write values to Custom Fields, add or remove tags, and manage the conversation from an external sys
Integrations — Partner Programs
The Tracker → Integrations section is for connecting affiliate programs to Tracker . When a lead registers or makes a deposit with the affiliate program, it sends a postback (HTTP request) with an eve

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On this page

  • 2 steps in the category
  • Send Event vs Webhook — what to choose
  • Use cases by segment
  • FAQ
  • Section articles
  • Related