Overview
You can automatically sync AnyRoad guest registrations and profiles to Klaviyo and build personalized marketing campaigns with rich customer demographic, experience, and feedback data.
In order to use this integration you need:
AnyRoad webhooks enabled
A no-code integration platform, like Zapier, to capture AnyRoad webhooks and send them to Klaviyo.
Setting up Zapier
AnyRoad webhooks send all guest and booking data in real-time when a guest registers. Since Klaviyo doesn’t support capturing webhooks directly, you will need a 3rd party service to capture this data and send it to Klaviyo. This guide explains how to do this with Zapier, a web-based automation tool that connects apps and services. There are other similar platforms and services that can do this as well.
Create a Zapier account
If you don't already have one, create a Zapier account. Zapier charges based on the number of tasks per month - this integration with all steps is 3 tasks per guest registration. You can estimate the number of tasks you need by multiplying your average number of AnyRoad visitors per month by 3.
Configure the integration in Zapier
This integration sends AnyRoad customer data to Klaviyo through Zapier:
Step 1: Capture AnyRoad webhook
This step captures the webhook data from an AnyRoad registration in Zapier. In order to complete this step, you’ll need to configure the webhook in the AnyRoad dashboard as well.
Create a new zap and choose Webhooks as the trigger and Catch Hook as the trigger event.
Click Continue twice (you can ignore “Pick off a child key”) to reach the Test tab.
At this point you’ll need to return to the AnyRoad Dashboard to configure your webhook.
Once you’ve sent a test webhook event from AnyRoad, click Test trigger in Zapier. Your test webhook will appear as request A. You can click request A to see the data captured from the webhook.
In Step 4, when you send test data to Klaviyo, they will validate phone number if included. If you plan on sending customer phone number to Klaviyo, you should ensure the test data has a valid phone number. You can modify test data by clicking Request A, editing it, and inserting a valid phone number.
Click Continue with selected record.
Step 2: Filter on marketing opt-ins (optional)
This step creates a filter to include only AnyRoad customers who opted in to marketing communications.
If you collect marketing opt-in through AnyRoad you can limit new Klaviyo customers to only those who opted-in. All customers added to Klaviyo are automatically opted-in to email marketing in Klaviyo.
If you choose to skip this step, you can instead add a Custom Property in Klaviyo with the opt-in answer from AnyRoad, and use this to create your own segments and lists. In this case, Klaviyo will not automatically suppress opt-outs and you will have to ensure compliance using the Custom Property. See steps 4 and 5 for more detail.
Choose Filter for the next action.
Under Only continue if choose Optins General (or another AnyRoad opt-in type you use) from the webhook.
There are 3 types of marketing opt-ins you can configure in AnyRoad:
General - appears as Optins General in the webhook
Email - appears as Optins Email in the webhook
Phone - appears as Optins Phone in the webhook
Answers appear as:
yes - a full opt-in
no - an opt-out
partial - this is an optional opt-in type you can configure in AnyRoad
Do not use the Marketing Optins grouping - this attribute is being deprecated.
Set (Text) Contains to yes.
If you also use partial opt-ins, add Or continue if and set another (Text) Contains to partial.
Continue to the next step.
Step 3: Format phone number (optional)
This step transforms the AnyRoad phone number data into the Klaviyo format.
To pass guest phone from AnyRoad to Klaviyo you need to change the format of the phone number.
Choose Formatter for the next action.
For the Action event choose Numbers. Click Continue.
On the Configure tab, select Format Phone Number for the Transform field.
For Input select Guest Phone from the webhook. Set the To Format to E164.
Change Phone Number Country Code from Static to Custom via the 3 dots on the right-hand side, and map it to Guest Address Country from the webhook.
Set Validate Phone Number? to No. Klaviyo will instead validate the number when imported.
Continue to the Test tab and click Test step. The Output will be in the new format.
Click Continue to proceed to the next step.
Step 4: Search existing customers and add new ones
This step searches to see if a customer already exists in Klaviyo with the same email address. If not, it creates a new customer.
Search for and select Klaviyo for your next action.
Set the Action event to Find a Profile, and connect your Klaviyo account under Account.
Proceed to the Configure tab and enter Guest Email from the webhook into the Email field.
If you are adding phone number, select the ouput from Step 2. Leave Secondary Search by Phone Number as False.
For Klaviyo to accept phone and SMS opt-in you need to configure SMS in your Klaviyo account under Settings.
Select the Klaviyo List you want to add customers to and Check the box Create Klaviyo Profile if it doesn't exist yet?
Map the below AnyRoad webhook attributes to their corresponding Klaviyo attributes for new customers.
See here for the full AnyRoad Webhook Schema.
Klaviyo Attribute Name | AnyRoad Attribute Name |
First Name (required) | Guest First Name |
Last Name (required) | Guest Last Name |
City | Guest Address City |
Region | Guest Address State Region |
Country | Guest Address Country |
Zip | Guest Address Postal Code |
If you didn't filter on opt-ins in Step 2 or want to add more opt-in detail like a "partial" opt-in, add a Custom Property for Marketing Opt-in. Map your corresponding webhook data to Custom Properties based on the type of AnyRoad opt-in you collect - Optins General, Optins Email, or Optins Phone.
Proceed to the Test tab and click Test Step. A new profile will appear in Klaviyo.
Note that this configuration sends both an email and SMS opt-in (if you added phone number) to Klaviyo.
If you want this to be a single opt-in, be sure set the list to which you've added customers to Single opt-in.
Step 5: Update an existing Klaviyo customer
This step updates an existing customer profile in Klaviyo with data from the AnyRoad webhook.
If Step 4 finds the customer profile already exists in Klaviyo, this step will update the existing customer profile with AnyRoad data instead of creating a new customer.
Note that if a customer is unsubscribed from email or SMS marketing in Klaviyo this update will not resubscribe them. To resubscribe, customers need to give explicit consent through Klaviyo forms or emails.
Add a Klaviyo event again and choose Update Profile as the Action event this time. Your Account will populate from the previous step.
For the Profile Id, change it to Custom and choose ID from the previous Step 4 Find a Profile in Klaviyo. This is the unique Klaviyo ID of the customer you will update.
Map the webhook attributes to Klaviyo attributes in the same way as a new customer in Step 4. Include Guest Email and optionally phone number from the output of Step 3.
This step overwrites any existing data in Klaviyo for a customer. If you do not want to overwrite existing fields like customer name, address, or phone then don't map those fields.
Click Continue to proceed to the Test tab, and click Test Step. The customer profile will update in Klaviyo.
🎉 You're officially done configuring the standard integration and you can Publish it. Every new AnyRoad booking or registration will automatically send the associated customer to Klaviyo.
Your zap should look like this:
Step 6: Add additional data to customer profiles (optional)
AnyRoad webhooks include a rich set of booking, demographic, and feedback data that can be added to Klaviyo customer profiles for deeper segmentation and customization.
Klaviyo makes it easy to add attributes to customer profiles with Custom Properties. You can also add an event that records every customer booking.
Step 6a: Add booking and demographic data (optional)
This optional step adds booking and demographic data to a customer profile in Klaviyo.
The booking.confirmed and guest.additional.updated webhooks used in this integration include additional data that can be added to customer profiles in Klaviyo. To do this, update step 4 and Step 5 of this integration with Custom Properties.
For example, you can add:
Booking ID from the attribute Booking Id in the webhook
Last experience from the attribute Experience Name in the webhook
Last experience date from the attribute Time Slot Local Datetime Start in the webhook
Birthdate from the attribute Guest Birthdate in the webhook
Gender from the attribute Guest Gender in the webhook
Custom Properties appear on the customer profile in Klaviyo and can be used for custom lists and segments.
Step 6b: Capture bookings as Klaviyo events (optional)
This optional step adds a Klaviyo event each time a customer books an experience.
In Klaviyo, Events represent actions taken by customers which are tracked and used to personalize marketing campaigns. You can associate an event with a Klaviyo customer each time they book an experience in AnyRoad. Events can be used to build segments and campaigns around specific experiences, the number of experiences customers attended, or how much customers spent on experiences.
Events are not supported by the standard Klaviyo actions in Zapier. Instead, we create a post through Zapier to their Events API.
Create a new action Webhooks by Zapier and select Custom Request under Event. Continue to the Configure tab.
For Method choose Post and for URL enter the Klaviyo events API URL https://a.klaviyo.com/api/events
In Data insert the below JSON snippet. Replace the instructions [INSERT BOOKING ID] with the attribute from the webhook. You can also modify the name "Booked Experience" if you'd like.
{
"data": {
"type": "event",
"attributes": {
"properties": {
"Booking ID": "[INSERT BOOKING ID]",
"Experience Name": "[INSERT EXPERIENCE NAME]",
"Experience ID": "[INSERT EXPERIENCE ID]",
"Experience Date": "[INSERT TIME SLOT LOCAL DATETIME START]"
},
"metric": {
"data": {
"type": "metric",
"attributes": {
"name": "Booked Experience"
}
}
},
"profile": {
"data": {
"type": "profile",
"attributes": {
"location": {
},
"properties": {
},
"meta": {
"patch_properties": {
"append": {
}
}
},
"title": "guest"
},
"id": "{{288061815__id}}"
}
},
"time": "[INSERT BOOKING BOOKING DATE]",
"value": [INSERT PAYMENT TOTAL],
"value_currency": "[INSERT PAYMENT CURRENCY]"
}
}
}
Set Unflatten to Yes and complete the Headers:
Authorization: "Klaviyo-API-Key [INSERT YOUR PRIVATE API KEY]" <- there is a space between "Klaviyo-API-Key" and your api key
accept: "application/vnd.api+json"
content-type: "application/vnd.api+json"
revision: "2025-01-15"
Continue to the Test tab and click Send test.
Customer profiles in Klaviyo will now include this booking event along with it's associated properties. Every time a customer books an experience it will appear as a new event in Klaviyo.
The event will also appear in Metrics where you can see aggregate activity and trends.
You can create custom lists and segments using individual and aggregate event properties like:
Customers who booked more than 2 events
Customers who booked a specific experience
Customers who spent more than $100 on experiences
Step 6c: Add checkout and feedback answers (optional)
This optional step creates a separate zap that adds guest answers to checkout and feedback questions to their Klaviyo customer profile.
The guest.answers webhook includes all guest responses to checkout and feedback questions. Because this webhook can be triggered multiple times during a customer journey - when a guest registers and when they give feedback - it should be set up as a separate zap rather than a step in this zap.
Step 1: Capture AnyRoad webhook
Create a new zap and choose Webhooks as the trigger and Catch Hook as the trigger event. Then Configure a webhook in the AnyRoad dashboard using guest.answers and input the new Webhook URL. Send a test webhook.
Step 2: Parse out specific guest answers from the webhook
The guest.answers webhook returns an array of data that differs based on the questions configured in AnyRoad. This step extracts the answers you want to pass into Klaviyo for use in future steps.
Select Code as the next action.
Select Run Javascript as the Action event. We are going to use Javascript to extract specific guest answers and format them.
Continue to the Configure tab.
The next step is to customize the configuration based on what guest answers you are adding to Klaviyo.
The grouping question_answers in the guest.answers webhook is an array of attributes associated with each question:
Question - the full text of the question presented to the guest
Answer - The guest answer to a question
Question Type - The type of question asked: nps, purchase_behavior, feedback_text, resource_rating, or custom.
Presentment Location - Where in the booking journey the question was presented and answered by the guest: registration or feedback
For Zapier to systematically send answers to Klaviyo from a specific question we need to specify the question_answer attributes that identify that question. For example:
To add Purchase Behavior, the Javascript code selects Answer where Question Type is "purchase_behavior"
To add NPS pre-visit, the Javascript code selects Answer where Question Type is "nps" and Presentment Location is "registration"
To add NPS post-visit, the Javascript code selects Answer where Question Type is "nps" and Presentment Location is "feedback"
To add answers from a custom question like "How did you hear about us?", the Javascript code would select Answer where Question contains unique text like "how did you hear"
For the purposes of this guide, we are going to parse out the three most popular answers. These are often useful for creating specific segments and campaigns in Klaviyo:
NPS pre-visit - to understand customer brand sentiment before they visit your experiences
NPS post-visit - to understand customer brand sentiment after they visit your experiences, and identify promoters
Purchase Behavior - to understand whether the customer is a new or loyal customer
Under Input Data add:
question_type and map it to Question Answers Question Type
question_answer and map it to Question Answers Answer
presentment_location and map it to Question Answers Presentment Location
In Code past this Javascript Snippet
// Split the incoming comma-separated strings into arrays
const questionTypes = inputData.question_type.split(',');
const questionAnswers = inputData.question_answer.split(',');
const presentmentLocations = inputData.presentment_location.split(',');
// Initialize output fields
let purchaseBehavior = "";
let npsPreVisit = "";
let npsPostVisit = "";
// Loop through each set of values by index
for (let i = 0; i < questionTypes.length; i++) {
// Trim any extra whitespace from each value
const type = questionTypes[i].trim();
const answer = questionAnswers[i].trim();
const location = presentmentLocations[i].trim();
// 1. For purchase_behavior, assign answer to "Purchase Behavior"
if (type === "purchase_behavior") {
purchaseBehavior = answer;
}
// 2. For NPS Pre-Visit: question_type nps and presentment_location registration
if (type === "nps" && location === "registration") {
npsPreVisit = answer;
}
// 3. For NPS Post-Visit: question_type nps and presentment_location feedback
if (type === "nps" && location === "feedback") {
npsPostVisit = answer;
}
}
Click Continue and test the step. The output will include Purchase Behavior, NPS Pre Visit or NPS Post Visit.
Purchase Behavior and NPS Pre Visit are sent when guests complete registration. NPS Post Visit is sent when guests submit feedback. You won't have all 3 answers in the zap at the same time.
Continue to the next step.
Step 3: Add a delay
The guest.answers webhook triggers at the same time as booking.confirmed and guest.additional.updated. To ensure the customer profile already exists in Klaviyo before we add answers data, we add a 1 minute delay before finding a customer in Klaviyo.
Select Delay as your next action
Select Delay for as the Action event.
Set Time Delayed For (value) to 1 and Time Delayed For (unit) to Minutes.
Click Continue to proceed to the next action.
Step 4: Find the customer in Klaviyo
Add a new Klaviyo action and select Find a Profile as the Action event. Connect your Klaviyo account.
On the Configure tab enter Guest Email from the webhook into the Email field. Leave If no search results are found on Mark "safely haulted" and skip steps that use search result.
Continue to the Test tab, send a test, and continue to the next step.
Step 4: Update the Klaviyo customer
Add a Klaviyo event again and choose Update Profile as the Action event this time. Your Account will populate from the previous step. Continue to the next step.
For the Profile Id, change it to Custom and choose ID from the previous search step. This is the unique Klaviyo ID of the customer you will update.
Under Custom Properties set the name for each property you are sending to Klaviyo and select the associated property from your Javascript step.
Click Continue to proceed to the Test tab, and click Test Step. The customer profile will update in Klaviyo.
🎉 You're officially done configuring this zap and you can Publish it. Your zap should look like this:
Configuring Webhooks in AnyRoad
In order to configure webhooks you’ll need to start your Zapier setup first because webhooks require the destination URL from Zapier. When it's time to configure AnyRoad Webhooks, the Zapier setup instructions will point you to this section.
This configuration sends two webhooks from AnyRoad:
booking.confirmed - Booking and guest information associated with booking guests
guest.additional.updated - Booking and guest information associated with additional guests. If you don’t have FullView configured on your account you don’t need to include this event.
You can learn more about AnyRoad webhooks here.
To setup a webhook:
Navigate to Webhooks in Settings
Select + Add Endpoint:
Paste your webhook URL from Zapier into the Endpoint URL field
Enter an optional description
Select two events: booking.confirmed and guest.additional.updated
Click Create
You’re now ready to send a test event to Zapier:
Navigate to the Testing tab
Choose booking.confirmed under Send event
Click Send Example
🎉 You’re done setting up webhooks! Now, every new booking or registration triggers a webhook. Return to Zapier setup to complete the integration.