Auth0

Learn how to track lead conversion events with Auth0 and LinkKit

When tracking conversions, a lead event is triggered when a user takes an action that shows interest in your product or service. Common examples of lead conversion actions include:

• Creating an account
• Scheduling a demo meeting
• Subscribing to a mailing list

These events help you identify potential customers and measure how effectively your marketing efforts are driving user engagement.

In this guide, we’ll focus on tracking new user sign-ups for a SaaS application that uses Auth0 for user authentication.

Prerequisites

Before you can start tracking conversions, you’ll need to enable conversion tracking for your LinkKit links.

Once enabled, LinkKit can capture and attribute user sign-up events to the links that drive those conversions.

Once conversion tracking is enabled, you’ll need to add the LinkKit Analytics script to your website to start capturing conversion events.

You can install the LinkKit Analytics script using different methods depending on your website setup and technical requirements.

Configure Auth0

Next, configure Auth0 to track lead conversion events.

Here’s how the process works:

• In the afterCallback function, detect whether the user has completed a new sign-up.
• If the user is signing up for the first time, check whether the linkkit_id cookie is available.
• If the linkkit_id cookie exists, send a lead event to LinkKit using linkkit.track.lead.
• Remove the linkkit_id cookie after the event has been recorded.

This ensures that new user registrations are properly tracked and attributed to the correct link conversion.

import { handleAuth, handleCallback, type Session } from "@auth0/nextjs-auth0";
import { cookies } from "next/headers";
import { linkkit } from "@/lib/linkkit";

const afterCallback = async (req: Request, session: Session) => {
  const userExists = await getUser(session.user.email);

  if (!userExists) {
    createUser(session.user);

    // Check if linkkit_id cookie is present
    const clickId = cookies().get("linkkit_id")?.value;

    if (clickId) {
      // Send lead event to LinkKit
      await linkkit.track.lead({
        clickId,
        eventName: "Sign Up",
        customerExternalId: session.user.id,
        customerName: session.user.name,
        customerEmail: session.user.email,
        customerAvatar: session.user.image,
      });

      // Delete the linkkit_id cookie
      cookies().set("linkkit_id", "", {
        expires: new Date(0),
      });
    }

    return session;
  }
};

export default handleAuth({
  callback: handleCallback({ afterCallback }),
});

Lead Event Properties

The following properties can be included when sending a lead event:

View Your Conversions

After completing the setup, all tracked conversion events will appear in LinkKit Analytics.

LinkKit provides three different views to help you analyze and understand your conversions:

Time-Series View

A time-based view that displays the number of:

• Clicks
• Leads
• Sales

This helps you track conversion trends and measure how users move through your funnel over time.

Funnel Chart View

A visual representation of your conversion funnel that shows conversion and drop-off rates across each stage of the customer journey:

Clicks → Leads → Sales

This view helps you understand how users progress through the funnel, identify where potential customers are dropping off, and optimize each step to improve conversions.

Real-Time Events Stream

A live feed that displays every conversion event recorded across all links in your workspace.

This view provides instant visibility into:

• Lead events being captured.
• Sales events being tracked.
• Conversion activity from all your links in real time.

Use the real-time events stream to monitor incoming conversions, verify tracking setup, and stay updated on user actions as they happen.