How to track sale conversion events with Segment and Dub

Tip

This feature is only available on Business plans and above.

Dub's Segment integration provides a bi-directional sync between your Segment workspace and Dub. There are 2 parts to the integration:

Dub (Actions) Destination – Tracking conversion events on Dub directly from Segment
Dub Source – Sending customer events from Dub to Segment

In this guide, we will be focusing on using the Dub (Actions) Destination to track conversion events directly from Segment.

Prerequisites#

First, you'll need to enable conversion tracking for your Dub links to be able to start tracking conversions:

Tip

If you're using Dub Partners, you can skip this step since partner links will have conversion tracking enabled by default.

Option 1: On a workspace-level

To enable conversion tracking for all future links in a workspace, you can do the following: To enable conversion tracking for all future links in a workspace, you can do the following:

Navigate to your workspace's Tracking settings page.
Toggle the Workspace-level Conversion Tracking switch to enable conversion tracking for the workspace.

Enabling conversion tracking for a workspace

This option will enable conversion tracking in the Dub Link Builder for all future links.

Option 2: On a link-level

If you don't want to enable conversion tracking for all your links in a workspace, you can also opt to enable it on a link-level.

To enable conversion tracking for a specific link, open the Dub Link Builder for a link and toggle the Conversion Tracking switch.

Tip

You can also use the C keyboard shortcut when inside the link builder to quickly enable conversion tracking for a given link.

Option 3: Via the API

Alternatively, you can also enable conversion tracking programmatically via the Dub API. All you need to do is pass trackConversion: true when creating or updating a link:

const link = await dub.links.create({  url: "https://dub.co",  trackConversion: true,});

Then, you'd want to install the Dub Analytics script to your website to track conversion events.

You can install the Dub Analytics script in several different ways:

Check

You can verify the installation with the following tests:

Open the browser console and type in _dubAnalytics – if the script is installed correctly, you should see the _dubAnalytics object in the console.
Add the ?dub_id=test query parameter to your website URL and make sure that the dub_id cookie is being set in your browser.

If both of these checks pass, the script is installed correctly. Otherwise, please make sure:

The analytics script was added to the <head> section of the page
If you're using a content delivery network (CDN), make sure to purge any cached content

Configure Segment Action#

Next, configure Segment Dub (Actions) to track sales conversion events.

Add Dub (Actions) destination

Head to Segment Dub (Actions) and add the destination to your Segment workspace.

Configure Dub API Key

In the Dub (Actions) destination settings, fill out the following fields:

Name: Enter a name to help you identify this destination in Segment.
API Key: Enter your Dub API key. You can find this in the Dub Dashboard.
Enable Destination: Toggle this on to allow Segment to send data to Dub.

Once completed, click Save Changes.

Add Mapping

Next, depending on the event you want to track, choose the corresponding action from the list of available actions:

Event to track	Default event name	Example
Lead	Sign Up	A user signs up for an account
Sale	Order Completed	A user purchases a product

Below the selected action, you’ll see the mapping for that action.

You can customize the trigger and mapping to fit the specific needs of your application.

Finally, click Next and then Save and enable to add the mapping to the destination.

Send conversion events to Dub

On the server side, you’ll use the @segment/analytics-node SDK to send conversion events to Segment.

Make sure to include relevant properties in the payload:

import { Analytics } from "@segment/analytics-node";const segment = new Analytics({  writeKey: "<YOUR_SEGMENT_WRITE_KEY>",});const cookieStore = await cookies();const clickId = cookieStore.get("dub_id")?.value;segment.track({  userId: id,  event: "Sign Up",  context: {    traits: {      name,      email,      avatar,      clickId,    },  },  integrations: {    All: true,  },});

Once the event is tracked, Segment will forward the conversion data to Dub based on the mappings you’ve configured.

Supported attributes#

Here are the properties you can include when sending a lead event:

Property	Required	Description
`clickId`	Yes	The unique ID of the click that the lead conversion event is attributed to. You can read this value from `dub_id` cookie. If an empty string is provided (i.e. if you're using tracking a deferred lead event), Dub will try to find an existing customer with the provided `customerExternalId` and use the `clickId` from the customer if found.
`eventName`	Yes	The name of the lead event to track. Can also be used as a unique identifier to associate a given lead event for a customer for a subsequent sale event (via the `leadEventName` prop in `/track/sale`).
`customerExternalId`	Yes	The unique ID of the customer in your system. Will be used to identify and attribute all future events to this customer.
`customerName`	No	The name of the customer. If not passed, a random name will be generated (e.g. "Big Red Caribou").
`customerEmail`	No	The email address of the customer.
`customerAvatar`	No	The avatar URL of the customer.
`mode`	No	The mode to use for tracking the lead event. `async` will not block the request; `wait` will block the request until the lead event is fully recorded in Dub; `deferred` will defer the lead event creation to a subsequent request.
`metadata`	No	Additional metadata to be stored with the lead event. Max 10,000 characters.

Here are the properties you can include when sending a sale event:

Property	Required	Description
`customerExternalId`	Yes	The unique ID of the customer in your system. Will be used to identify and attribute all future events to this customer.
`amount`	Yes	The amount of the sale in cents.
`paymentProcessor`	No	The payment processor that processed the sale (e.g. Stripe, Shopify). Defaults to "custom".
`eventName`	No	The name of the event. Defaults to "Purchase".
`invoiceId`	No	The invoice ID of the sale. Can be used as a idempotency key – only one sale event can be recorded for a given invoice ID.
`currency`	No	The currency of the sale. Defaults to "usd".
`metadata`	No	An object containing additional information about the sale.
`clickId`	No	[For direct sale tracking]: The unique ID of the click that the sale conversion event is attributed to. You can read this value from `dub_id` cookie.
`customerName`	No	[For direct sale tracking]: The name of the customer. If not passed, a random name will be generated.
`customerEmail`	No	[For direct sale tracking]: The email address of the customer.
`customerAvatar`	No	[For direct sale tracking]: The avatar URL of the customer.

View conversion results#

And that's it – you're all set! You can now sit back, relax, and watch your conversion revenue grow. We provide 3 different views to help you understand your conversions:

Time-series: A time-series view of the number clicks, leads and sales.

Funnel chart: A funnel chart view visualizing the conversion & dropoff rates across the different steps in the conversion funnel (clicks → leads → sales).

Funnel chart view showing the conversion & dropoff rates from clicks → leads → sales

Real-time events stream: A real-time events stream of every single conversion event that occurs across all your links in your workspace.

Example apps#

Segment + Next.js App Router Example

Next.js app using Segment to track sales.