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Send Your Data into with Zapier

Zapier helps teams get more done, all without developer help. Being able to move data between different platforms is a huge time-saver, and like many teams, we simply wouldn’t function as efficiently without Zapier’s automated app workflows.

We’re pleased to announce our new integration with Zapier so you can get more done in!

Zapier integration

Using Zapier to connect with other tools has become an integral part of our growth stack — and we hope it will become part of yours, too. Read on to learn about some potential use cases and helpful tips we’ve learned while using the integration ourselves.

Use Cases

Zapier automations, or “zaps”, are created with a trigger and at least one action. Currently, can only serve as an action (not a trigger):

  • Create/Update Customer
  • Create Event.

If you’re already using, you know it’s super flexible and doesn’t force you into a restrictive data model. The use cases are varied—but here are a few you might find helpful out of the box.

Create/Update a Customer Profile

Why: If you maintain a Workspace specific to marketing activities in, and you are looking to add new leads to that Workspace.

How: Using a trigger from one of the many point solutions that connects to Zapier (Unbounce, Leadpages, Livestorm, FormKeep, Sumo, etc.), you can use email as ID to update the lead record in

Send FormKeep Data to

Why: If you’re like us, you’re looking to create rinse-and-repeat-type setups that allow you to quickly get a new promotion up and running. We use Formkeep across OptinMonster, Sumo, and various forms on our Middleman and Jekyll static sites. With Zapier, you also have access to low-overhead tools for normalizing data as it comes in.

How: With FormKeep, you get a form endpoint and you prepare your form HTML in a way that suits your specific needs. Face it, we all have unique needs for data we want to pass from service to service. In Zapier, you simply select your new FormKeep form as the trigger, and start adding actions to handle normalization (Formatter action), and then add the Add/Update Customer action.

Sync Unsubscribes from Mailchimp to

Why: This one is pretty straightforward. If you’re migrating away from Mailchimp, or you’re maintaining a separate marketing list there, you can use Zapier to keep your subscribers and unsubscribers in sync.

How: Create a new Zap with Mailchimp trigger “New Unsubscriber”, then simply add a new action to Create/Update Customer. Keep in mind that you’ll want to be sure to send the Customer ID if you’re sending data to your product Workspace. Otherwise, sending email as ID is usually fine for sending data to a dedicated Marketing workspace.

Pro-tip! Be sure to normalize those email addresses as they come in. Try downcasing using Zapier’s Formatter.

Load Leads from Facebook Lead Ads into

Why: Running Lead Ads on Facebook and looking to follow up?

How: You can set up a trigger to look for new Lead Ad submissions. Send those new leads into a dedicated marketing Workspace in and follow up and nurture your new leads.

Pro-tip! Send Webhooks from to Facebook to update custom audiences when a user converts (suppression), cancels (win-back), or upgrades (feature adoption). Zap Setup Tips

Here are a few helpful tips to consider as you begin using the integration:

  •’s API is write-only, which means it’s a BYO-ID situation. features Workspaces, that allow you to keep app and marketing data separate. For marketing workspaces, we recommend using email as ID, and for app data workspaces, your engineers will be your guide on what ID to use.
  • If you’re using created_at as a timestamp designating when a person signed up for your app, consider using zap_created_at as an attribute when sending customer data to You can create a corresponding Segment Triggered campaign in to update created_at if the created_at attribute is blank.
  • The marketing team uses a standard event name (marketing_activity) along with standardized event attributes for events coming from every channel. The schema looks something like this:
    • Marketing_activity
      • Asset_name (what’s the name of the ebook, webinar, etc)
      • Asset_type (what type of asset is it, create a standard list)
      • Campaign_name (do you have an internal campaign name)
      • Event_date (when did the user take this action)
      • Form_source (what’s the URL of the page where the form sits)
      • Utm_source
      • Utm_campaign
      • Utm_medium
      • Utm_content
      • Name (the user’s name — might seem redundant but can be helpful when reporting from a list of events)
      • Email
      • Attendee_status (for webinars and events)

Check out our documentation and explore on Zapier to get started!

Are you geeking out about this like we are? To share questions, comments, and concerns, comment below or reach out at!