Conversion tracking requires a Business plan subscription or higher.
When it comes to conversion tracking, a lead event happens when a user performs an action that indicates interest in your product or service. This could be anything from:
  • Signing up for an account
  • Booking a demo meeting
  • Joining a mailing list
A diagram showing how lead events are tracked in the conversion funnel
However, there are times where signups alone might not be the clearest indicator of a lead conversion event. For instance, you might want to track a more meaningful lead event such as:
  • A user completing their first meeting on Granola
  • A user making their first search query on Perplexity
  • A user dictating their first 2,000 words on Wispr Flow
In these cases, you can use deferred lead tracking to defer the actual lead event creation to a subsequent request:
A diagram showing how deferred lead tracking works
Deferred lead tracking is particularly useful for tracking sales-qualified leads (SQLs) – both for marketing attribution purposes, as well as to make sure that you’re rewarding partners for qualified leads (instead of just pure signups) with Dub Partners.

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Prerequisites

First, you’ll need to enable conversion tracking for your Dub links to be able to start tracking conversions:
If you’re using Dub Partners, you can skip this step since partner links will have conversion tracking enabled by default.
Then, you’d want to install the @dub/analytics script to your website to track conversion events. You can install the @dub/analytics script in several different ways:

React

Manual installation

Framer

Shopify

WordPress

Webflow

Google Tag Manager

You can verify the installation with the following tests:
  1. Open the browser console and type in _dubAnalytics – if the script is installed correctly, you should see the _dubAnalytics object in the console.
  2. Add the ?dub_id=test query parameter to your website URL and make sure that the dub_id cookie is being set in your browser.
If both of these checks pass, the script is installed correctly. Otherwise, please make sure:
  • The analytics script was added to the <head> section of the page
  • If you’re using a content delivery network (CDN), make sure to purge any cached content

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Step 1: Track a deferred lead event

First, when the user completes the action that indicates interest in your product or service, you’ll need to track a deferred lead event. Examples include: To do this, you’ll need to set the mode property to deferred when tracking the lead event. With this, Dub will still track the customer and the click ID they came from, but defer the actual lead event creation to a subsequent request. 
import { Dub } from "dub";

const dub = new Dub();

const dubId = req.cookies["dub_id"];
if (dubId) {
  await dub.track.lead({
    clickId: dubId,
    mode: "deferred",
    eventName: "Sign Up",
    customerExternalId: customer.id,
    customerName: customer.name,
    customerEmail: customer.email,
    customerAvatar: customer.avatar,
  });
  // delete the dub_id cookie
  res.cookies.set("dub_id", "", {
    expires: new Date(0),
  });
}

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Step 2: Track a qualified lead event

Once the user completes the action that makes them a qualified lead, you can then track a qualified lead event. To do this, you’ll repeat the same lead tracking request as before, but without the mode property and by setting the clickId property to an empty string. 
import { Dub } from "dub";

const dub = new Dub();

await dub.track.lead({
  clickId: "",
  eventName: "Sign Up",
  customerExternalId: customer.id,
  customerName: customer.name,
  customerEmail: customer.email,
  customerAvatar: customer.avatar,
});

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View your conversions

Once you’ve completed the setup, all your tracked conversions will show up in Dub Analytics. We provide 3 different views to help you understand your conversions:
Time-series line chart
  • Funnel chart: A funnel chart view visualizing the conversion & dropoff rates across the different steps in the conversion funnel (clicks → leads → sales).
Funnel chart view showing the conversion & dropoff rates from clicks → leads → sales
  • Real-time events stream: A real-time events stream of every single conversion event that occurs across all your links in your workspace.
The Events Stream dashboard on Dub