How to use SourceLoop Incoming Webhooks

Incoming webhooks bring leads into SourceLoop from any tool that can send a webhook: a form builder on someone else’s domain, a booking tool, a chat tool, a Zapier workflow, or your own backend. Each submission becomes a lead in Contacts, with the visitor’s journey attached when it can be matched.

When to use one

Use an incoming webhook when:

• The form, booking page, or chat runs on another domain, so the tracking code on your site can’t see the submission
• You have a custom lead flow, such as your own backend or an internal tool
• A tool can send webhooks but has no card under Setup -> Forms, Meetings, or Chat

You don’t need one when the form is embedded on a page that loads the tracking code, because those submissions are captured automatically.

Step 1: Create the webhook

1. Open Setup in the left sidebar, then Incoming Webhooks.
2. Click Add webhook.
3. Enter a Name, such as “Demo request form”, so you can tell your webhooks apart later.
4. Enter an Event name, such as demo_request. Leads from this webhook appear under this event in Contacts and reports. Leave the default, form_submit, if it’s an ordinary form.
5. Click Create webhook.

The webhook appears under Your webhooks with its URL and a Token used to prove requests come from you.

Step 2: Paste the URL and token into your tool

In your tool’s webhook or HTTP request settings:

1. Paste the webhook URL and set the method to POST.
2. Send the token in a header named Sourceloop-Token.
3. If your tool only has a URL field and can’t add headers, add the token to the end of the URL instead: ?token=YOUR_TOKEN.
4. Choose the trigger that fires after the visitor has shared their details, such as form submitted or booking confirmed.

Step 3: Check the payload

You don’t need a special format. A simple body looks like this:

{
  "email": "[email protected]",
  "name": "Jane Doe",
  "phone": "+1 555 0100",
  "company": "Acme Co.",
  "submission_id": "your-unique-id",
  "sl_aid": "the value from the hidden field"
}

• email, phone, name: at least one, or an sl_aid, is needed for a lead
• submission_id (or response_id, id): lets SourceLoop ignore repeated sends of the same submission
• event or conversion_type: optional, to override the webhook’s event name for one request

Common tool shapes, such as answers nested in arrays, are read without any changes.

Step 4: Send a test and watch Recent activity

Submit your form the way a visitor would, or send a request yourself:

curl -X POST 'https://hooks.sourceloop.ai/in/YOUR-WEBHOOK-ID' \
  -H 'Content-Type: application/json' \
  -H 'Sourceloop-Token: YOUR_TOKEN' \
  -d '{"email":"[email protected]","name":"Webhook Test"}'

The lead appears in Contacts within seconds. Every request also shows under Recent activity on the Incoming Webhooks page, kept for 30 days, marked as:

• accepted: a lead was created, and the tool’s own signature proved where it came from
• unverified: a lead was created. The request was accepted on its token or URL, which most tools use.
• duplicate: this submission was already received, so nothing new was created
• rejected: nothing usable was found, or the token was wrong, with the reason
• error: something went wrong on SourceLoop’s side. The payload is kept so nothing is lost.

Where the leads show up

• Contacts: each lead with its details and, when matched, its full journey. See the Contacts table.
• Reports: webhook leads count like any other conversion, by channel, source, and campaign. See the Traffic and Revenue report.
• Activation: they can trigger alerts, conversion sync, and outgoing webhooks.

What’s next

• Send leads in from Zapier or Make: Connect Zapier and Make
• Install the tracking code for full journeys: Install the tracking pixel
• See a full chat example: Track lead source in Zendesk Chat