🧩 Introducing Event Sources: The other half of your growth story

This release introduces Event Sources, a new way to bring conversion events from your payment providers, CRMs, spreadsheets, and other tools directly into Usermaven, with no custom code required.

Every imported event becomes a native Usermaven event with identity resolution, revenue attribution, and full compatibility with Funnels, Journeys, Trends, Attribution, Conversion Goals, and the rest of your analytics workspace.

Alongside Event Sources, we've also introduced funnel comparisons, actor drilldowns, and a wide range of improvements across performance, reliability, and usability.

Why event sources matter

Until now, many of your most valuable conversions happened outside your website or product. Payments, offline sales, webinar attendance, and CRM updates often lived in separate tools, making it difficult to connect them back to the customer journey.

With Event Sources, those events become part of the same analytics experience, giving you a complete view from the first touchpoint to the final conversion.

• Attribute real revenue: Connect payments and leads to the campaigns and channels that generated them.

• Build complete funnels: Combine on-site behavior with payments, webinars, and offline conversions.

• See the full customer journey: Follow users from anonymous visitor to paying customer.

• Track revenue as a metric: Analyze MRR, deal count, and conversion value in Trends and Goals.

🔗 Connect events from anywhere to Usermaven

Event Sources lets you import offline and third-party events directly into Usermaven, so payments, form submissions, and manual sales appear alongside your website and product data in a single platform.

Payments and billing

Securely track payments, subscriptions, refunds, and billing events with built-in support for:

• Stripe
• Paddle Billing
• Paddle Classic

Marketing & sales tools

Bring conversions from the tools your business already uses.

• Zapier integrations
• Webinar registration and attendance
• Embedded forms and checkouts
• WhatsApp and manual sales

Build your own

Connect virtually any system using:

• Webhooks
• CSV imports for historical or offline data

With Webhooks and Zapier, you can connect almost any event source, even if it isn't available as a built-in integration.

⚙️ How Event Sources work

No matter where an event originates, Event Sources processes it through the same standardized pipeline. A Stripe payment, webinar registration, or spreadsheet import all become consistent Usermaven events with identity resolution and revenue attached.

Because every event follows the same format, it's immediately available across Funnels, Journeys, Trends, Attribution, Conversion Goals, and every other report you already use.

Need help getting started? Our setup guide walks you through the process step by step.

✨ More in this release

Compare funnel performance

Spot what changed between two time periods without leaving your funnel. Compare conversion rates side by side, understand where users dropped off, and identify the biggest changes instantly.

• Period-over-period comparison: overlay any two ranges with paired bars, delta chips, and a merged summary, right from the creation preview.
• Redesigned breakdown table: readable bars, right-aligned counts, a hairline grid, lighter headers, and a relative-% scale toggle.
• Unified period picker in the funnel header, with sub-day (hourly) windows, two-across presets, full keyboard navigation, and the selected range shown on the trigger.

See the people behind every metric

Every metric tells a story. Now you can see the users behind it.

Open actor drilldowns directly from funnels, retention, and journeys to understand who contributed to every number.

• View the people behind any metric with a single click.
• Anonymous visitors are easier to distinguish with unique IDs, colored avatars, and clearer context.
• Drilldowns stay aligned with your saved funnel steps, showing only meaningful per-user values.

🛠️ Improvements

Improvements across performance, reliability, and usability to make Usermaven faster, smoother, and more dependable.

• Faster analytics with smarter query caching across journeys, retention, segments, paid ads, dashboards, and trends, plus a cache status indicator for greater transparency.

• Dark-mode support, text tiles, and a softer background on public shared dashboards.

• Standardized empty states across every analytics event type.

• Date picker dark-mode contrast and calendar clipping fixed; clearer save states for exclude-traffic settings.
• More reliable HubSpot synchronization, along with fixes for team invitation roles and Growth plan limits.

That wraps up this release.

There's much more on the way. Next, we're making Maven AI smarter and faster, while expanding AI and MCP integrations to help you connect Usermaven with your AI workflows and automate analytics even further.

We're building Usermaven with our community. Share your feedback and help shape what's next.