Conversion events

Conversion events collect user revenue in one uniform format so you can use it for attribution, analytics, and segmentation.

Revenue events rarely come in one shape. Your SDK might fire PW_InAppPurchase, your backend might send a custom OrderPlaced event, and Stripe or Shopify deliver their own webhook events. Without a shared format, targeting or reporting on revenue means writing separate logic for every source.

Conversion events solve this by normalizing all of that into PW_Conversion, a built-in event with a fixed set of fields:

• value: the transaction amount
• currency: ISO 4217 currency code
• transaction_id and product_id: optional identifiers

PW_Conversion covers purchases, subscription renewals, and payments from third-party platforms, regardless of where the original money event comes from. Alongside default and custom events, conversion events are the third event category in Pushwoosh.

Once revenue lands as PW_Conversion, RFM segmentation, Customer Journeys, dashboards, and ManyMoney AI all read the same normalized data, no matter which source produced it.

You get a PW_Conversion record in one of two ways:

• Send it directly from your code: your app or backend sends PW_Conversion after a purchase.
• Map an existing event in the Control Panel: point Pushwoosh at a purchase event you already send, and it generates PW_Conversion records without changing your code. You can map more than one source event per application.

Important

Once conversion events are set up, that data becomes usable everywhere revenue matters in Pushwoosh:

• Build RFM segments for high-value users based on spend amount and recency, without custom revenue logic for each event.
• Set PW_Conversion as a Conversion Goal in a Customer Journey to see which flows actually drive purchases, not just clicks or opens.
• View revenue in dashboards and reporting without building custom logic for each purchase event.
• Combine revenue from SDK purchase events and payment webhooks (Stripe, Shopify) into one dataset instead of analyzing each source separately.
• Let ManyMoney AI use real transaction data in its recommendations and campaign optimizations.

Example scenarios

Conversion events are configured per application. You can set up conversion events in one of two ways. Follow the instructions for the path that fits your implementation.

This path fits when you can add or change event code in your app or backend. After each purchase, send PW_Conversion through the postEvent method.

Developer assistance needed

1. Go to Audience > Events. Find the Conversion events tracking card.

2. Click View code.

3. Copy the sample and add the postEvent call wherever a purchase completes in your app or backend.

Tip

Example for JavaScript:

Pushwoosh.postEvent("PW_Conversion", {
    value: 49.99,
    currency: "USD",
    transaction_id: "ord_18274",
    product_id: "sku_premium_m"
});

The following table lists the attributes you can pass when sending PW_Conversion.

Caution

This path fits when purchase data already flows through another event and you do not want to change your code. When a mapped source event arrives, Pushwoosh fires and records it as a PW_Conversion event.

Note

1. Go to Audience > Events. Find the Conversion events tracking card.

2. Click Start collecting revenue (or Event mapping, if youve already mapped an event). The Set conversion events page opens.

3. In Use existing events to track conversion, open the EVENT dropdown and select the event you already send. The list includes custom events, default events, and inbound-webhook events (such as Stripe or Shopify).

4. Map the remaining attributes:

   • In PRICE, select the attribute that stores the transaction amount.
   • In CURRENCY, select the attribute that stores the currency code.
   • Optionally, map TRANSACTION ID (OPTIONAL) and PRODUCT ID (OPTIONAL).

To map another source event, click + ADD EVENT. To remove a mapping, click REMOVE.

5. Click Apply.

You can map multiple events as sources for the same application. For example, map a custom purchase_completed event alongside a Stripe webhook event.

Important

The Conversion events tracking card on Audience > Events summarizes conversion activity for the selected application. It shows two numbers:

• Mapped events: how many source events currently feed into PW_Conversion.
• Triggered last 7 days: the total number of PW_Conversion events fired in that window, from any current or past mapping, or from direct postEvent calls.

Click View code to reopen the PW_Conversion integration sample.

Important