Track your full SaaS funnel (sign-up → trial → purchase)

For a SaaS product the interesting moments are spread out over days or weeks and almost all of them happen inside your app, not on a marketing page: someone books a demo, creates a free account, starts a trial, the trial ends, and – eventually – they pay. This guide wires every one of those stages to LeadJourney so you can see, per campaign, ad set and ad, not just how many sign-ups an ad produced but how many of those turned into trials and paying customers.

The SaaS funnel, mapped to LeadJourney

Pick the stages that exist in your product and skip the rest. Each event name is just the type you send – rename them to whatever your team already says.

The one idea that makes SaaS tracking work

Here's the catch that's unique to SaaS, and the single most important thing in this guide:

The click ID lives in the browser, at sign-up. But Trial Started, Trial Ended and Purchase happen later – often server-side, in a webhook or a nightly cron, with no browser and no localStorage in sight.

So you can't read the click ID again when those later events fire. The fix is simple:

Before you start

Grab your Conversion API credentials from Settings → Events → Conversion API:

• Your Postback URL – looks like https://api.leadjourney.io/api/v1/postback/<your-id>.
• Your Postback Secret – starts with pb_…. Treat it like a password; it stays on your server and is never exposed to the browser.

Then create the events you'll use in the Events Manager. WonClient exists in every workspace by default; add the in-product ones:

Step by step

// In your sign-up handler, the moment the account is created
const clickId = localStorage.getItem("clickId") || "";

// Save it on the user record (pseudo-code – use your own ORM / DB)
await db.users.update(newUser.id, { lj_click_id: clickId });

// app/api/lj-event/route.js
export async function POST(req) {
  const d = await req.json();

  await fetch(
    "https://api.leadjourney.io/api/v1/postback/YOUR-POSTBACK-ID",
    {
      method: "POST",
      headers: {
        "Authorization": "Bearer YOUR_POSTBACK_SECRET",
        "Content-Type": "application/json",
      },
      body: JSON.stringify({
        type: d.type,              // "FreeSignup" | "TrialStarted" | "TrialEnded" | "WonClient"
        click_id: d.click_id,      // the value you stored at sign-up
        email: d.email,            // always send this – it's the durable match key
        firstname: d.firstname,
        lastname: d.lastname,
        tag: d.tag,                // optional source/campaign tag, a fixed word is fine
        revenue: d.revenue,        // only for WonClient – leave out otherwise
      }),
    }
  );

  return Response.json({ ok: true });
}

await fetch("/api/lj-event", {
  method: "POST",
  headers: { "Content-Type": "application/json" },
  body: JSON.stringify({
    type: "FreeSignup",
    click_id: localStorage.getItem("clickId"), // or the value you just stored
    email: newUser.email,
    firstname: newUser.firstName,
    lastname: newUser.lastName,
    tag: "saas_signup",
  }),
});

await sendEvent({
  type: "TrialStarted",
  click_id: user.lj_click_id,   // the value you stored at sign-up
  email: user.email,
  firstname: user.firstName,
  lastname: user.lastName,
  tag: "saas_trial",
});

// Pseudo-code for a daily job
const expired = await db.trials.findExpiredSince(yesterday);
for (const t of expired) {
  await sendEvent({
    type: "TrialEnded",
    click_id: t.user.lj_click_id,
    email: t.user.email,
    tag: "saas_trial_end",
  });
}

await sendEvent({
  type: "WonClient",
  click_id: user.lj_click_id,
  email: user.email,
  revenue: 49,          // the amount paid, in your workspace currency
  tag: "saas_purchase",
});

Demo calls (sales-assisted SaaS)

If prospects book a demo before signing up, track that as a BookedCall. Most schedulers (Calendly, SavvyCal, …) can POST a webhook when a call is booked – point it at a small route like the one above and send type: "BookedCall" with the booker's email. To attribute the call to the right ad, pass the click ID into the booking link (as a hidden field / UTM the scheduler echoes back), or rely on email matching. See the Sales Call Funnel and Events & the Events Manager for the full pattern.

Recurring revenue (MRR) without double-counting

A subscription pays every month – decide once how you want that to show up:

• One conversion, kept up to date – set WonClient to Edit conversion with new data so the latest payment updates the same conversion (good for "current MRR / plan value").
• Every payment as new revenue – set it to Keep original data, increment payout so each invoice adds on top (good for "total collected"). This mode is WonClient-only.
• Net out refunds and churn – map a Stripe refund to a conversion with negative revenue, or send a Churned event so you can see which campaigns bring customers that cancel.

See the mode table in Events & the Events Manager.

Verify it's working

1. Open your app from a tracked link (one carrying lj_* parameters, e.g. a test ad URL or a link built with the UTM Builder) so a click ID is stored.
2. Walk the funnel with a test account: sign up, start a trial, trigger trial ended (or wait for the cron), and make a test purchase in Stripe.
3. In Settings → Events each event's Total count goes up and its status turns Active.
4. To inspect a single call (status code, payload, whether the click ID or email matched), open the API Postbacks log.

FAQ

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