Pushing Events into VWO and Updating User Attributes with Zapier

Overview

Zapier is a workflow automation software and VWO<>Zapier integration can be used to automate two key workflows:

1. Pushing Custom Events to VWO

Track offline conversions and events that VWO cannot capture directly from your website. For instance, if your A/B test's success metric includes number of contracts signed by prospects, you can push this data from your marketing CRM (say Marketo) where you capture this information into VWO via Zapier. This allows you to include offline conversions in your test reports for a complete view of A/B test or personalization campaign’s performance.

2. Updating User Attributes

Enrich your VWO user profiles with data from external tools. Imagine you want to analyze test results specifically for Marketing Qualified Leads (MQLs), but this information lives in HubSpot. Using this integration, you can automatically sync lead lifecycle stages from HubSpot to VWO, enabling you to segment your test reports by lead quality.

In this article, we will learn about connecting your VWO account with Zapier and leveraging the integration to set up automated event triggers, and user attribute updates. 

Enabling VWO<>Zapier Integration via Zapier

VWO<>Zapier integration offers two key actions: Send Event and Set User Attribute. Send Event allows you to push custom events within VWO, while Set User Attribute enables you to update or create user attributes based on triggers from other applications. Both actions are performed against a specific UUID from a particular account and the same needs to be mentioned while setting up the Zap. 

Pre-requisites

• You will need active accounts with both Zapier and VWO.
• Ensure you have the necessary permissions within VWO to create events and manage user attributes.

Sending Custom Events into VWO via Zapier

1. Set up the Trigger: Choose the application and event that will trigger the creation of a custom event in VWO. In this example, a scheduled trigger from Zapier is used. 

2. Configure the Trigger: Specify the trigger parameters, such as the frequency of the event. 

3. Test the Trigger: Verify that the trigger is working correctly by retrieving test data. 

4. Set up the Action: Select VWO as the action app and choose Send Event as the action event.
   
   There are two actions available at the moment but let’s focus on Send Event first. 

5. Configure the Action: Provide the required details for the custom event:
   • Account ID: Enter your VWO account ID. You can dynamically insert this value from the trigger data.
   • VWO UUID: Enter the VWO UUID (unique user ID) of the user for whom you want to create the event. This ID needs to be captured from the browser cookie named _vwo_uuid. 
   • Event Name: Specify the name of the custom event. 
   • Event Properties: Add any relevant properties for the event. 

Example Use Case:

Imagine you're running a test to optimize your lead-to-customer conversion rate. While conversions are tracked in Marketo, you want to measure them as a success metric in your VWO test. The first step is capturing the user's UUID by adding a hidden field in your Marketo form that stores the _vwo_uuid cookie value. Once you've configured Marketo to capture the UUID, you're ready to set up your Zap. 

Here's how to set it up:

Trigger: Use Marketo's "Lead Updated" trigger when a lead status changes to "Customer"

Action: Use VWO's Send Event action to record this conversion. Insert the Account ID and UUID of the lead from Marketo.

Result: The conversion will appear as a metric in your VWO test or personalization campaign reports.

6. Test the Action: Test the action to ensure the custom event is created successfully in VWO.

Setting User Attributes in VWO via Zapier

1. Set up the Trigger: Use the same trigger as the Send Event action, or choose a different trigger as needed.
2. Set up the Action: Select VWO as the action app and choose Set User Attribute. 
3. Configure the Action: Provide the required details:
   • Account ID: Enter your VWO account ID. Use dynamic insertion if available. 
   • VWO UUID: Enter the unique user ID (UUID). Use dynamic insertion if available. 
   • User attributes: Specify the attribute name and its value. Use dynamic insertion for the value if available. 
4. Test the Action: Test the action to confirm the user attribute update in VWO. 

Troubleshooting Steps

If you encounter any issues while setting up or running your Zaps, here are some common problems and their solutions:

• Invalid Account ID or UUID: Verify the accuracy of your VWO account ID and user UUID.
• User attribute not updating: Ensure the attribute name is correct and the value is in the expected format.

If you continue experiencing issues after trying these solutions, contact support@vwo.com for further assistance. 

With the VWO-Zapier integration, you can now seamlessly connect your marketing stack with VWO, enabling you to track offline conversions and enrich visitor data for better test analysis.