Track webinar attendance in Usermaven

What you'll build: webinar attendance recorded as a webinar_attended event, so you can build funnels like saw the landing page → registered → attended → became a customer. Time: about 10 minutes. You'll need: admin access to your webinar tool (Zoom, Livestorm, or similar) and permission to create integrations in Usermaven.

Webinars happen on someone else's platform, so your website pixel never sees who actually showed up. A webinar source receives attendance straight from the provider's webhooks and ties it back to the person's earlier activity, the ad they clicked, the pages they read, the emails that got them there.

Before you start

Identity is the thing to get right. Choose a provider event that includes the attendee's email (or your own user ID):

• Registration-based events are the most reliable; registrants always have an email.

• Zoom may omit the email for external participants who join without logging in. If your webinars allow anonymous joining, consider requiring registration, or track registrations instead of (or alongside) attendance.

Step 1: Create the source

1. In Usermaven, go to Events → Event sources and click New event source.

2. Pick Webinar attendance from the catalog.

3. Name the source (for example, Livestorm attendance) and click Create webhook URL.

Leave the page open; Usermaven is listening.

Step 2: Add the webhook in your webinar tool

1. In Zoom, Livestorm, or your provider, add the Usermaven URL as a webhook destination.

2. Subscribe to the attendance event you care about:

   • Zoom: webinar.participant_joined

   • Livestorm: people.attended

3. Send a provider test event (most tools have a test button), and watch it arrive in the Usermaven wizard.

Step 3: Map the fields

For Zoom:

• Email → the participant email field

• External ID → participant_uuid (so rejoins don't double count)

• Event time → join_time

• Filter → the exact webhook event name, so only attendance gets through

For Livestorm:

• Email → data.attributes.email

• External ID → data.id

• Event time → data.attributes.updated_at

• Filter → registrant_detail.attended equals true

One tip that pays off later: map the webinar or session ID as a custom attribute. That's what lets you compare sessions against each other in reports, attendance for the July webinar versus June's.

Set the event name to webinar_attended, click Preview event, then save and activate.

Verify it's working

After the next test (or real) attendance, check the source's Event log for an Accepted delivery, then find the event in Events activity.

If attendance is a real business milestone for you, pin webinar_attended as a conversion goal, it'll show up in attribution and goal reporting like any other conversion.

After your first real webinar, glance at the source's Identity health tiles. A healthy source shows most events Matched to a person.

If something goes wrong

• Many events show "Identity unresolved" or "No identifier", attendees are joining without a resolvable email. Require registration and track the registration email, or pass your own Usermaven user ID through the registration flow.

• Don't map Zoom's meeting user_id as the Usermaven User ID, it's a per-meeting value, not a stable person identifier. Keep it as a custom attribute or External ID instead.

More outcomes and fixes: Event Sources Troubleshooting.

Related guides

• Send events to Usermaven with Zapier, if your webinar tool doesn't offer webhooks directly

• Connect a custom webhook

• Event Sources Troubleshooting