Integrating KnoCommerce with RudderStack allows you to automatically stream survey response data from KnoCommerce directly into your data stack. By using a webhook, KnoCommerce can push real-time survey events (like post-purchase survey responses) to RudderStack, which can then route that data to various analytics, marketing, or data warehouse tools.
This guide walks you through setting up a webhook connection between KnoCommerce and RudderStack.
Table of Contents
Overview
KnoCommerce provides webhooks – HTTP POST callbacks that send event data (such as survey responses) to a URL you specify whenever those events occur. RudderStack supports ingesting these webhooks as a source, enabling you to capture KnoCommerce survey data and forward it to any of your connected destinations (analytics platforms, CRMs, data warehouses, etc.) in real-time.
For DTC brands, this integration is especially valuable: you can combine zero-party data from post-purchase surveys (e.g. self-reported attribution, customer feedback) with your first-party data for deeper insights. By piping survey results into RudderStack, you ensure those insights (e.g. “How did you hear about us?” responses) flow into your analytics and marketing tools instantly, allowing you to react and optimize quickly.
How it works: KnoCommerce will send a webhook whenever a survey response is created. RudderStack, via a Webhook Source, will receive that webhook data. We’ll configure RudderStack to transform the incoming payload into a standard event format (adding an event name and user identifier if needed) and then forward it to your chosen destinations. The result is a real-time feed of survey events from KnoCommerce into your data pipeline, all using RudderStack’s infrastructure.
Prerequisites
Before you begin, make sure you have the following:
RudderStack Account: Including permissions to create sources and transformations.
KnoCommerce Account: Must be on a Pro plan or above.
Creating Webhook Source in RudderStack
Configure RudderStack to catch the incoming webhook from KnoCommerce. We’ll create a Webhook Source in RudderStack (which provides us an HTTP endpoint URL to collect events) and then prepare a transformation to format the data. Finally, we’ll connect destinations to route the data where it needs to go.
Go to the Collect section
Click on Sources
Click on “New Source” and search for “Webhook Source” in the sources list
Select the Webhook source type
Give the source a recognizable name, like “KnoCommerce”.
Create the source. Once the source is created, navigate to its Set Up tab. Here, RudderStack will display a Webhook URL for this source. This URL is the unique endpoint where RudderStack will listen for incoming webhooks for this source. It typically includes a path with your source’s write key as a query parameter.
Copy this URL
Screenshots
Selecting webhook source
Copying the webhook
Configuring Webhooks in KnoCommerce
Now we can configure KnoCommerce to send its webhook data to your RudderStack account.
Grab your API credentials: Log into KnoCommerce. Head to Settings > API Access. Click the plus sign to add a new API entry.
For Name, use "RudderStack Integration"
For URL, use
https://www.rudderstack.com/For Permissions, select all options
Once saved, click the pencil icon to access your Client ID and Client Secret
Authenticate with Kno's REST API: Use our Oauth 2.0 instructions to authenticate and grab your token.
Create your webhook: Using the API, create your webhook.
For Topic, use
response/createFor URL, use the RudderStack webhook URL from above
Save the webhook: Finalize or save the webhook configuration. You should receive a
201 Creatednotification.
Important Note
By default, a webhook source in RudderStack will treat incoming payloads as a generic track event with a placeholder name. In fact, all events from a webhook source are ingested as “track” calls by default. If needed, click here to learn about how to use Transformations in RudderStack to modify the payload.
Connect Destinations
With the source and transformation in place, the final step is to route the data to wherever you need it. In RudderStack, you do this by connecting destinations to the source.
Go to the RudderStack Destinations section
Note: You can also add a destination via the Source by going to "Overview" (see below screenshot)
Click "New Destination" and select the tool where you want the data to go. You can add multiple destinations to the same source.
Common destinations might include data warehouses, analytics services, or marketing platforms
During the destination setup, you’ll typically need to configure connection settings (e.g., API keys or credentials for the destination) and specify that the source is the “KnoCommerce” webhook source.
After linking, RudderStack will start forwarding any new events from that source to the destination.
At this point, your RudderStack connection looks like: KnoCommerce (webhook) → RudderStack (source + transformation) → [Destinations]. RudderStack will receive each survey response event via the webhook and then fan out the data to all connected destinations.
Screenshots
Adding a destination from the source
Listing all destinations
Common RudderStack Destinations for DTC Brands
One of the advantages of using RudderStack is that once the data is in RudderStack’s pipeline, you can easily forward it to many different tools in parallel. For DTC brands using KnoCommerce, here are some popular destinations and use cases:
Data Warehouses (BigQuery, Snowflake): Many brands will send the survey data to a cloud data warehouse. By connecting a warehouse destination, every survey response becomes a row in your database (for example, in BigQuery or Snowflake). This allows you to join zero-party survey data with other customer data like orders or site behavior. You can run SQL analyses to see how survey responses (e.g., “Heard about us from Instagram”) correlate with repeat purchase rate or lifetime value. Warehousing the data also provides a single source of truth for all your raw survey responses
Analytics Platforms (Google Analytics 4, Mixpanel): Forwarding survey events into analytics tools can enrich your understanding of the customer journey. For instance, you could send a “KnoCommerce Survey Response” event into GA4 with custom parameters for each answer. This would let you build audiences or funnels in GA4 based on how users answered the “How did you hear about us?” question. In Mixpanel, these survey responses (with userId) can augment user profiles and allow segmentation by survey answers. By having RudderStack track events for each response, all the survey data is available in your analytics dashboards alongside behavioral events.
Marketing Automation & CRM (Klaviyo, HubSpot): Survey data is extremely valuable for marketing personalization. With RudderStack, you can send the events to tools like Klaviyo or HubSpot. For example, in Klaviyo, you might ingest the survey response as a Custom Event (attributing it to the user’s profile via the userId/email). This could trigger a flow: e.g., if someone said they heard about you from “Podcast”, you might enroll them in a special email campaign about your brand story. Or you could update profile properties in Klaviyo (via RudderStack identify calls or property update APIs) with survey info (e.g., “Attribution = Podcast” tag on the profile). Similarly in HubSpot, you could create contact properties for survey answers or log an event on the contact timeline. The webhook data can also be routed to customer support or CX tools – for example, creating a ticket if someone gives a negative feedback in a survey. RudderStack makes it easy to distribute this data to any such platform configured as a destination
Business Intelligence / Dashboarding: You can use BI tools (Looker, Tableau, etc.) to create dashboards for your team. For example, a dashboard showing the breakdown of attribution sources from the post-purchase survey over time can be immensely helpful for the marketing team.
Other Destinations: RudderStack supports over 200+ destinations. Some other useful ones for survey data might be Slack (you could send a Slack message to a channel whenever a high-value customer submits a survey response), Intercom or Zendesk (to append survey answers to user profiles for support to see), or even a webhook to another internal system. The key is that once the data is in RudderStack as a normalized event, you can forward it anywhere by just adding a destination, without needing to touch KnoCommerce again. This flexibility is a major benefit of the integration – it centralizes your survey data and then distributes it as needed.
Testing
With everything configured, it’s crucial to test the integration to ensure data flows correctly from KnoCommerce to RudderStack and then to your destinations.
Here’s how to test and what to watch for:
Testing the Integration:
Trigger a Test Survey Response: The easiest way to test is to submit a survey response in KnoCommerce. For example, if you have a post-purchase survey live on your site, you (or a test customer) can place an order and fill out the survey on the order confirmation page. We often recommend using our Link channel to test your survey more easily.
Check RudderStack Live Events (Source Debugging): In the RudderStack dashboard, go to your KnoCommerce Webhook Source and look for the Live Events viewer. RudderStack has a Live Events feature that shows incoming events in real-time. Open the view and then perform your test action (submit a survey). Within a few seconds, you should see an event appear in RudderStack’s live feed if everything is set up correctly. Verify a few things in this event:
Event Received: Confirm that an event shows up.
Properties: Expand the event details and check the
propertiesobject. You should see all the fields from KnoCommerce payload (questions, answers, IDs, etc.) present.User ID / Anonymous ID: Also verify that either a
userIdor ananonymousIdis attached to the event. Having one of these is important for destinations to attribute the event to a user.No Errors: Ensure the event status is successful (RudderStack typically shows a green check or so). If there’s an error, it might indicate a problem (for example, a transformation error could drop the event).
Check Destination Outputs: Next, verify that the event reached your destination(s). The steps for this depend on the destination:
For a warehouse, you might run a query to see if the new event is logged in the events table.
For Google Analytics 4, check the Realtime report or DebugView to see if a custom event came in (if you have GA4 debugging enabled, RudderStack can forward a client_id; if server-side only, it might not appear in Realtime without some configuration, but check the GA4 DebugView if available).
For Mixpanel, open the Live Events view for the project to see incoming events; filter by your event name.
For Klaviyo, look at a profile (matching the test user’s email or ID) to see if a custom event was recorded.
In RudderStack’s Live Events, you can also view Destination Live Events (if available) to see the payloads sent to each destination in real-time, which is useful for debugging the transformation through to the endpoint.
If all looks good, you have a working integration! Going forward, every time a customer completes a survey, a webhook will fire to RudderStack, and you’ll see those events flow into your connected systems within seconds.