Platform / Events

Every signup,
trial, and Purchase.

Cometly auto-captures the events that matter to SaaS, signups, trial starts, paid conversions, upgrades, downgrades, and churn, through native Stripe and CRM integrations, OAuth-first. Add webhooks or server-side calls when you want custom product signals.

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What we capture

Every SaaS lifecycle event.

Signups & trial starts
Captured the moment they hit your auth or pricing page.
Paid conversions
Stripe connects via OAuth; subscription and payment events stream in automatically.
Upgrades & downgrades
Plan changes, seat expansion, MRR movement.
Churn & winback
Cancellations and reactivations tied back to the original ad.

What you actually get

SaaS events,
captured automatically.

Native Stripe events

Trial start, new customer, recurring payment, plan upgrade, plan downgrade, refund, chargeback, churn, all captured automatically through OAuth.

CRM lifecycle events

MQL, SQL, demo booked, demo attended, opportunity created, closed-won, pulled from HubSpot or Salesforce in real time.

Custom events

Define any event through the Cometly UI or send via the server-side API. Tag with revenue, plan tier, custom properties.

Event deduplication

Browser pixel and server-side events combined cleanly. No double-counting from webhook retries or pixel duplication.

Event match quality

Each event auto-enriched with hashed PII, IP, user agent, and browser ID, so ad platforms get the highest-fidelity signal possible.

OAuth-first setup

Stripe and CRM events flow in through OAuth connections you control. Most teams finish core wiring during onboarding with a rep; custom product milestones can use webhooks or the server-side API when you need them.

Works with your stack

Capture from every system.

Cometly listens to Stripe webhooks, CRM lifecycle changes, browser pixel events, and custom server-side calls, then unifies them into a single event stream tied to attribution.

Your connected stack

Stripe
Subscription + revenue events
Live
HubSpot
Lifecycle stage changes
Live
Salesforce
Opp + lead status changes
Live
Comet Pixel
Browser-side events
Live
Server-side API
Custom backend events
Live
Webhooks
Pipedrive, Zoho, Calendly, OnceHub
Live

Connect once via OAuth. Cometly manages campaigns across every platform.

Custom events for SaaS

Track any funnel milestone
you define.

Name product events in Cometly or send them from your backend with one API call. Surface deeper funnel behavior, activation, expansion, and upgrades, then pipe those signals to ad platforms as Conversion API events so campaigns learn on outcomes that match how you actually sell.

Live event stream

Custom events flowing

Trial activatedtrial.activated
First real product milestone, not just a signup form.
Onboarding completedonboarding.completed
Deeper funnel signal before dollars change hands.
Subscription createdsubscription.created
Primary revenue conversion for ad platform optimization.
Seat expansionworkspace.seats_added
Upsell moments you can target separately from new logos.
Paywall or limit hitbilling.paywall_viewed
Product-qualified intent without waiting for CRM stages.
Anything in your productyour.event_here
Name events in Cometly or POST them from your backend.

Hashed, deduplicated, routed to Meta, Google, LinkedIn, TikTok, and Microsoft as server-side conversions via Conversion API.

How Conversion API delivery works

FAQ

Events, Stripe lifecycle, and custom payloads: setup FAQs.

Which Stripe signals fire, how dedup works, and when to use server-side vs UI-defined events. Book a call and we'll align events to how you bill and sell.

Talk to sales

What Stripe events do you capture?

Customer created, subscription created (trial start), invoice paid (new customer + recurring), subscription updated (upgrade/downgrade), invoice refunded, charge disputed, subscription canceled (churn). All deduplicated by Invoice ID.

Can I send custom events?

Yes. Custom events via the server-side API in any language, native integrations, or define them in the Cometly UI without code. Tag with revenue, plan tier, account ID, or any custom property.

How does deduplication work?

Cometly uses Invoice ID for Stripe events and unique transaction IDs for custom events. Browser pixel events and server-side events are deduplicated by event ID, so the same conversion never gets counted twice.

Can I track upsells separately from new customers?

Yes. Trial start, first purchase, upgrade, and recurring payment are all separate event types. Optimize Meta on "first purchase" specifically, not on every Stripe charge, so the algorithm finds buyers, not existing customers paying again.

Stop wiring webhooks.
Start tracking what matters.

Every signup, trial, upgrade, expansion, and churn flowing in automatically from Stripe and your CRM — no webhooks to wire, no eng tickets, no missing events.