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Take events and customer data in and send them to various providers, mostly analytics providers.
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Forwards analytics events and identification to various marketing & analytics platforms.

You can send events to Forwardlytics, and it will forward it to the configured services like Intercom or Drip.

Looking for a Forwardlytics client library? There is one for Ruby just here.


Where are we at? Can you use it in production?

It is used by Metrics Watch for now and it has been for a while now. I would not say it is rock solid but it has been working well enough for us.

What needs to be done and what's in the pipeline? See Forwardlytics on

Build Status Stories in Progress


  • go get


To send to Intercom:

  • set INTERCOM_APP_ID=456

To send to Drip:

Please note that you need to send an "email" property to be able to get the Drip integration working.

To send to Drift:

  • set DRIFT_ORG_ID=456 (ATM only possible to find by contacting the drift support dept)

Mixpanel is probably going to be next.


Forwardlytics can be deployed to Heroku. You can setup the port it starts on by setting the PORT environment variable.

Error tracking

Right now Forwardlytics supports tracking error via Bugsnag. Thanks to Logrus, it's pretty easy to add any other bug tracker. PRs welcome.

Retrying calls on failure

Forwardlytics has a built-in retry-mechanism than can be enabled should calls to a provider fail. To enable this, set the environment variable NUM_RETRIES_ON_ERROR=X where X is the number of retries to attempt before giving up. This is implemented as an exponential backoff algorithm.

Bugsnag config

To enable Bugsnag, set those environment variables:


If the environment is not set, it'll work but defaults to development.

You need an integration that doesn't exist yet?

You have two options:

How to add a new integration

To add a new integration you need to add a package that implements the Integration interface to a separate folder in the integrations/ subfolder of this project, usually named after the integration. The integration should be toggled by adding an ENV-variable that is picked up by the Enabled()-function in the integration and that is passed to forwardlytics on startup. To activate the new integration, add the path to the new integration in the import-statement in main.go. Remember to add an init() function to the new package that registers the new integration using integrations.RegisterIntegration(<integration-name>, integration). For examples, see the different integrations in the integrations/ subfolder (eg. the drip-integration). Don't forget to add tests for all endpoints and for other integration spesific stuff.

Calling the API

cURL example:

curl --request POST \
--header "Content-Type: application/json" \
--header "Forwardlytics-Api-Key: 123ma" \
-d '{"userID":"123", "userTraits":{"number_of_things":"42"},"timestamp":1459532831}' http://localhost:3000/identify

See ./integration/integration.go for details of what is accepted by the API.


Note that you should install Godep if you are going to add any dependency to this project.

  • FORWARDLYTICS_API_KEY=somevalue go run main.go

If you want auto reloading, install codegangsta/gin and run:

  • FORWARDLYTICS_API_KEY=somevalue gin -a 8080 -t .

You need to set environment variables for the integrations you want to work with.


Read "Self-hosted Segment equivalent?" on Medium


Thanks to my friend Julian for the logo! 😀

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