Webinar Funnel
Track a webinar funnel end to end – from the ad or organic click to the registration, the booked sales call and the payment. Connect your ad channels, tag your organic and email links, send webinar registrations and CRM milestones via webhook, and capture revenue with your CRM or Stripe.
A webinar funnel turns cold traffic into registrants, registrants into booked sales calls, and calls into customers. This guide wires up tracking for every stage of that journey, so you can see which ad, post or email actually produced a registration, a sales call and a sale – not just a click. Complete the steps in the order they're given.
What you'll be able to see
For every channel → campaign → ad set → ad: registrations, sales calls booked, show-ups, won clients and revenue – with cost per registration and ROAS – for your paid, organic and email traffic side by side. In short: which source fills your webinar with buyers, and which one just fills the seats.
This builds on the tracking foundation
A funnel guide assumes the basics are already live: a tracking domain and the tracking script installed on the pages your funnel uses. If you haven't done that yet, run the Advertiser playbook first – it covers workspace basics, the tracking domain and the script – then come back here for the webinar-specific stages.
The chain you're building
A webinar funnel has more steps than a direct-response funnel, and each step lives in a different tool – the ad platform, the webinar software, your CRM and your payment processor. LeadJourney stitches them back into one journey, matched on a click ID (or the registrant's email / phone):
Ad / organic click → webinar registration → webinar attended → sales call booked → won client & revenue.
If you want the concept behind that chain first, read How attribution works. Otherwise, follow the steps below.
What you'll set up
| Step | Covers | Why it matters |
|---|---|---|
| 1. Ad channels | Connect Meta, Google, LinkedIn, Bing + tracking parameters | Pulls spend automatically and tags every paid click down to the ad. |
| 2. Organic & email | Google Organic, email, social, custom links | Tags the non-paid traffic that also fills your webinar. |
| 3. Webinar registrations | WebinarJam, ClickFunnels, eWebinar, Kajabi & co. via webhook | Records the registration event and ties it to the click. |
| 4. CRM milestones | SalesCallBooked, ShowedUp, deal stages | Turns registrations into a real sales funnel per campaign. |
| 5. Payments & revenue | CRM deal stage or Stripe | Unlocks ROAS, ROI and profit per channel and ad. |
Recommended events for a webinar funnel
Before you start sending data, decide which milestones you'll track. These are the stages most
webinar funnels measure – create the ones that exist in your funnel under
Settings → Events. Each name is
just the type you'll send in the webhook, so rename them to whatever your team already says.
| Event | When it fires | Sent from |
|---|---|---|
WebinarRegistration | Someone registers for the webinar. | Webinar platform (step 3) |
WebinarAttended (optional) | The registrant actually joins the webinar live. | Webinar platform (step 3) |
SalesCallBooked | A call is booked off the webinar (e.g. via Calendly). | CRM / scheduler (step 4) |
ShowedUp (optional) | The prospect attended the sales call. | CRM (step 4) |
WonClient | The deal closes – send a revenue value. | CRM or Stripe (step 5) |
Set up your ad channels
Connect the platforms you spend on so cost data syncs automatically – that's the "spend" half of every cost-per-registration and ROAS number. LeadJourney also tags each ad click down to the campaign, ad set and ad, so a registration can be traced back to the exact creative that drove it.
Connect your ad platforms
OAuth into Meta, Google, LinkedIn and Bing, then add the LeadJourney tracking parameters.
After connecting, each platform adds the lj_ tracking parameters to your ad URLs
automatically, so every paid click that lands on your registration page already carries its
campaign, ad set and ad. See How attribution works
for what those parameters carry.
More than one ad account?
You connect each platform once and then turn on every ad account it can reach – there's no limit. See Connect multiple ad accounts.
Configure tracking for organic & email sources
Webinars rarely fill from paid ads alone – a lot of registrants come from Google organic, your email list, a LinkedIn post or a partner. Paid platforms auto-tag their clicks, but these non-paid links have to be tagged by hand, or LeadJourney can only file the visit under Direct / Unknown.
Build a tracked link for each non-paid source with the UTM Builder and use it everywhere you share the registration page – your newsletter button, your bio link, the organic post.
UTM parameters & the UTM Builder
Tag organic, email and social links so they show up in your reports like paid ads.
One link per source
Use a consistent lj_channel per source – email, linkedin_organic, google_organic, a custom
key for partners – so every registration is grouped under the right channel. Building a separate
link per placement (newsletter vs. bio vs. post) lets you compare which one actually produces
registrations.
Track webinar registrations
This is the heart of the funnel. LeadJourney doesn't have native integrations for webinar platforms yet – so platforms like WebinarJam, ClickFunnels (Webinar), eWebinar, Kajabi, Leadpages, StealthSeminar, WebinarGeek and WebinarFuel send their registrations to LeadJourney as a webhook.
The flow is the same for any platform:
- Create the event. In the Events Manager,
create an event called
WebinarRegistration. On the Conversion API tab, copy the Webhook URL and Postback Secret. - Send the registration to that webhook. Most webinar platforms can fire an outbound webhook on new registration – either natively (look in the platform's integration/webhook settings) or through an automation tool like Zapier or Make (trigger: new registrant → action: webhook POST to LeadJourney). Point it at your Webhook URL.
- Include an identifier. The payload must carry
type: WebinarRegistrationplus at least one identifier so LeadJourney can match the registration to the click that created it.
Events & the Events Manager
Create the WebinarRegistration event and grab the Webhook URL and Postback Secret.
How the match works for webinars
Webinar registration forms always capture an email, so email is the natural identifier – send
the registrant's email and LeadJourney matches it to the visitor who clicked. For an even tighter
match, capture the click ID with a hidden field on the registration form (when the form
runs on a page with your tracking script) and send it as click_id. Either one works; sending both
is best. See the payload fields in Events & the Events Manager.
Want to track who actually showed up?
Most webinar platforms can fire a second webhook when a registrant joins the live session.
Map that to a WebinarAttended event so you can tell registrations apart from real attendees –
and see which channels bring people who actually watch.
Track CRM milestones
After the webinar, the journey continues in your CRM: a registrant books a sales call, shows up,
gets an offer. These milestones don't happen on your site, so your CRM sends each one to LeadJourney
as an event – exactly the same webhook mechanism as the registration, just a different type.
Mirror the pipeline stages that matter for your funnel – for example fire SalesCallBooked when a
call is scheduled and ShowedUp when the prospect attends. LeadJourney matches each event back to
the lead by click_id, email or phone, and rebuilds the full funnel per campaign, ad set and
ad.
Send your CRM milestones
Mirror pipeline stages like SalesCallBooked and ShowedUp as events sent from your CRM.
Same email, whole journey
As long as the registrant's email is the same in your webinar platform and your CRM, LeadJourney connects the registration and the CRM milestones into one journey – even though they come from two different tools.
Track payments & revenue
The last link is the sale. You have two ways to capture it – pick whichever matches how you already work:
- From your CRM (deal stages). If you track deals in your CRM, fire a
WonClientevent when the deal moves to Won, and include arevenuevalue in the payload. This keeps payments in the same place as the rest of your pipeline. - From Stripe (native integration). If you take payment through Stripe, connect it once and map
payment succeeded →
WonClient. Payments, subscriptions and refunds then flow in automatically, attributed to the campaign and ad that earned them – no webhook to wire by hand.
Connect Stripe
Auto-capture payments, subscriptions and refunds as revenue, attributed to the right campaign.
Always send a revenue value
ROAS, ROI and profit only appear when your won deals carry a revenue value. Whether the sale
comes from your CRM or from Stripe, make sure the amount travels with it – otherwise LeadJourney
can show registrations and customers, but not the money.
See your results
Once data is flowing through all five stages, your webinar funnel lives in the reports:
- Traffic Channel Report – every source side by side: clicks, cost, registrations, sales calls, won clients, revenue and ROAS. Your "where should the webinar budget go?" view.
- Campaign Report – drill campaign → ad set → ad and sort by registrations or revenue to find which creative fills the webinar with buyers.
- Lead Overview – the real people behind the numbers, each with their full journey from click to registration to sale.
- Dashboards – pin the views you watch during a launch into one screen.
Just ask
Don't want to build a report? Ask in plain English with Ask Atlas – "Which channel had the lowest cost per webinar registration last month?"
Tips for clean webinar data
- Use the same email everywhere. It's the thread that ties the webinar platform, your CRM and Stripe together. If the registrant uses one email and the buyer another, the journey can break.
- Capture the click ID on the registration form when you can – a hidden field gives the tightest match, with email as the reliable fallback.
- Send a test first. Register through your own funnel and watch the
WebinarRegistrationevent turn Active in the Events Manager before you trust the numbers. - Pick an attribution model that fits the cycle. Webinar funnels often span weeks – set your attribution window to cover the gap between registration and purchase, and consider first click so the source that started the journey gets credit.
- Don't forget non-API spend. Add SEO, email-tool and freelancer costs under Channel Costs so cost per registration is honest.
Related articles
How attribution works
The lj_ parameters and click ID that tie clicks to registrations and revenue.
Events & the Events Manager
Create the events and webhooks every stage of the funnel sends.
UTM Builder
Tag organic, email and social links that fill your webinar.
Connect Stripe
Auto-capture webinar revenue from payments and subscriptions.
Advertiser playbook
The full foundation: workspace, tracking domain and script.
Funnel Setups
Step-by-step guides for tracking complete funnels end to end – from the first ad or organic click all the way to the closed deal. Pick the funnel that matches how you sell.
SaaS Trial Funnel
Track a SaaS registration funnel end to end – from the ad or organic click to the free sign-up, the started trial and the paid purchase. Connect your ad channels, tag your organic and email links, send sign-up and trial events from your app, and capture recurring revenue with Stripe.