How can I track a custom allocator with xperf heap profiling tools?

xperf (part of the Windows Performance Analysis Toolkit) is very helpful in tracking memory usage through heap analysis. However, my application uses its own allocator - it grabs chunks via VirtualAlloc directly and manages its own heap. I would like to generate HeapAlloc / HeapFree / etc. events from my own distribution functions, so I can use the tools as they are, without having to define a bunch of custom ETW events. Can this be done?