Setup

Product analytics: Mixpanel, Amplitude and Segment

Send product events from the CRM (e.g., "Deal won", "Lead created") to your Mixpanel, Amplitude or Segment and receive events back as activities on the Contact (BYO model, so the account is yours).

The Product analytics integration uses YOUR Mixpanel, Amplitude or Segment account (BYO model: you bring your own account). The CRM SENDS product events to your analytics (e.g., when a deal is won or a lead is created) and RECEIVES events back, which become activities on the corresponding Contact. There is no cost, margin or intermediation on our side: the events go straight to your account and come back from it.

The integration starts inert: nothing happens until you fill in the credentials and activate. All secrets (project token, API key, write key) are stored encrypted in the CRM and are never displayed back. Each platform has its own card in Settings → Integrations; the webhook URL is unique (/api/inbound/analytics/…) and the CRM knows which platform it is by the URL token.

Prerequisites

A Mixpanel, Amplitude or Segment account with access to view the ingestion credentials.
Mixpanel: the Project Token (Settings → Project Settings). Amplitude: the project API Key (Settings → Projects). Segment: the Write Key of an HTTP API source (Connections → Sources).
To receive events back, the ability to point a provider export/webhook to a URL.
In Sellio, administrator access to save the credentials and activate the integration in Settings → Integrations.

How it works

Outbound (CRM → provider): each event is sent with a person identifier (distinct id / user id, the record's email by default) and properties. The send is idempotent by the provider's dedup key: Mixpanel uses $insert_id, Amplitude uses insert_id and Segment uses messageId, so resending the same event does not duplicate.
Inbound (provider → CRM): when the provider POSTs an event to the webhook URL, the CRM logs an activity and links it to the Contact with the corresponding email. If the email does not exist in the CRM, the activity stays unlinked (nothing is lost).
The recommended way to send events is the automation action "Send event (analytics)" (see below). The "Send test event" button on the card validates the configuration end to end.

The "Send event (analytics)" automation action

In Settings → Automations, create or edit a rule and add the "Send event (analytics)" action. Choose the provider (Mixpanel/Amplitude/Segment), the event name (e.g., "Deal won"; you can use {{field}} to interpolate record data) and, optionally, the person identifier (distinct id, which defaults to {{email}}). When the rule fires, the event is sent post-commit, best-effort. If the integration is not active, the action simply does nothing (gated).

💡 Example: a rule on the Opportunity with the condition "Stage = Won" and the "Send event (analytics)" action with the event "Deal Won" feeds your funnels in Mixpanel/Amplitude on every closed deal.

Mixpanel

Open Settings → Integrations and find the "Product analytics (Mixpanel)" card.
Paste the Project Token (Mixpanel → Settings → Project Settings → Project Token) and choose the region (EU only if your project uses European data residency). Click "Save analytics".
Click "Activate". Use "Send test event" with any distinct id to confirm.
To receive events, point a Mixpanel webhook/export to the "Webhook URL". Mixpanel does not sign export webhooks: security is the unpredictable URL token, so treat it as secret.

Amplitude

In the CRM, find the "Product analytics (Amplitude)" card.
Paste the API Key (Amplitude → Settings → Projects → API Key) and choose the region. Click "Save analytics" and then "Activate".
Outbound events go to /2/httpapi. To receive events, point an Amplitude export/webhook to the "Webhook URL" (Amplitude does not sign: the URL token is the guard).

Segment

In the CRM, find the "Product analytics (Segment)" card.
Create an HTTP API source in Segment (Connections → Sources) and paste the Write Key. Optionally, set a webhook secret (to require the signature on inbound). Click "Save analytics" and "Activate".
Outbound: events go to /v1/track authenticated by Basic auth of the write key. Inbound: create a Webhook destination (or a function) in Segment pointing to the "Webhook URL". By default Segment does not sign; if you set a secret, the CRM verifies the x-signature header (HMAC-SHA1); otherwise, the URL token is the guard.

Treat the webhook URLs and the credentials as secret. If you try to activate without the necessary credentials, the integration stays inert, and nothing is sent or received until everything is in place.

How to test

Outbound: click "Send test event" on the card with any distinct id and confirm, in your Mixpanel/Amplitude/Segment, that the event arrived (Live View / Debugger).
Automation: create a rule with the "Send event (analytics)" action and trigger it; check the event at the provider.
Inbound: have the provider send an event to the "Webhook URL" for an email that exists as a Contact and check the activity on the Contact.

Troubleshooting

Error 401/event does not appear: wrong credential. Mixpanel → Project Token; Amplitude → API Key; Segment → Write Key (authenticated by Basic auth). Re-paste the correct credential.
Wrong region: if your project uses EU data residency, mark the EU region. Otherwise the events go to the wrong endpoint and do not appear.
The automation does not send: the "Send event (analytics)" action is gated: if the integration is not active, it does nothing. Activate the integration and confirm the provider selected in the action.
Inbound does not become an activity: if the event email does not exist in the CRM, the activity stays unlinked (nothing is lost). Segment: if you set a secret, validate the x-signature header (HMAC-SHA1).
404 on the webhook URL: integration deactivated or token changed. Reactivate and re-copy the URL.

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