How to use SourceLoop Incoming Webhooks

SourceLoop’s Incoming Webhooks are how you send leads into SourceLoop from a tool that doesn’t have a native integration. Any form builder, scheduling tool, chat tool, or custom app that can POST JSON to a URL when a submission happens can pipe its data straight into your Contacts Hub.

This is the path the semi-automated web form integrations use under the hood. It’s also what powers the Zendesk Chat capture flow, and it’s the recommended path for anything custom you’ve built that produces leads.

When to use an Incoming Webhook

You want an Incoming Webhook when:

• The form / meeting / chat tool is hosted on a domain that isn’t yours, so the SourceLoop tracker can’t read the submit event from the browser
• You’ve built a custom lead-capture flow (a backend API, an internal tool, a Slack command that creates a lead) and want it to land in SourceLoop
• An existing tool has a webhook action but no native SourceLoop integration

You don’t need an Incoming Webhook when:

• The form is embedded on a page that loads the SourceLoop tracker (automated capture handles it)
• You’re using one of the native CRM, payment, or ad-platform integrations from Setup (those use their own dedicated paths)

What SourceLoop captures from each webhook delivery

Every incoming webhook produces one lead in your Contacts Hub with:

• Email and / or phone auto-detected from the payload
• Name, company, and any other custom fields you send (stored on the lead’s custom-data section)
• Conversion type matching the endpoint (Web form, Meeting, or Chat)
• First-touch and last-touch marketing attribution, stitched from the visitor’s pre-submit journey if the tracker is also installed
• Receive timestamp and the raw payload for forensic debugging

Before you start

You’ll need:

• A SourceLoop workspace (free trial)
• Admin or Owner role in SourceLoop
• A tool that can POST JSON to a URL when a submission happens
• (Recommended) The SourceLoop tracking pixel installed on your site if visitors browse your site before the submission

Step 1: Generate the webhook URL

SourceLoop creates one webhook URL per conversion type so leads land in the right bucket in reports.

1. Sign in to SourceLoop.
2. Open Setup -> Incoming Webhooks in the left sidebar.
3. Pick the conversion type that matches your tool:
   • Web form for form builders, lead-capture tools, surveys
   • Meeting for scheduling tools that don’t have a native integration
   • Chat for chat tools that fire webhooks (Zendesk Messaging, custom bots, etc.)
4. Click Create on the matching card if no URL exists yet, or Copy to grab the URL.

The URL contains a secret token unique to your endpoint. Treat it like a private API key.

Step 2: Wire the URL into your tool

The exact steps depend on your tool. Most tools call this feature “Webhooks”, “HTTP requests”, “Outgoing connections”, or “Custom integrations”. The common shape:

1. Open the integrations / webhooks section in your tool.
2. Add a new webhook (or “HTTP request action” / “Outgoing webhook”).
3. Paste the SourceLoop URL.
4. Set the method to POST and the body type to JSON.
5. Save.

If your tool offers signature verification, Authentication: None is correct, the secret is already inside the URL itself.

If your tool lets you choose which events trigger the webhook, pick the event that fires after the visitor has shared their email (form submitted, meeting confirmed, chat conversation ended, etc.). Triggering before email is collected will create empty leads that SourceLoop has to drop.

Step 3: Format the payload

You don’t need a specific payload shape. SourceLoop auto-detects the email and phone fields no matter how your tool nests them, so most tools’ default JSON body works out of the box.

If you control the payload (writing custom code, using a tool with a JSON template), the simplest minimal body is:

{
  "email": "[email protected]",
  "name": "Jane Doe",
  "phone": "+1-555-0100",
  "company": "Acme Co.",
  "chat_id": "your-unique-submission-id"
}

Field-level notes:

• email — preferred contact identifier; deduplicated within the workspace
• phone — accepted as a fallback when no email is present
• name, company — populated on the contact in the Contacts Hub
• chat_id — a unique identifier for this submission. Pass it if your tool may fire the webhook more than once (retries, late-email backstops, etc.) so SourceLoop dedups by it. The Zendesk integration uses zendesk:{ticket.id}.
• Any other fields — stored as custom data on the lead, viewable in the lead detail drawer and exportable to CSV

Common form-builder shapes (Typeform’s form_response.answers[] array, JotForm’s rawRequest, Tally’s data.fields[]) are recognised automatically; no transformation needed.

Step 4: Fire a test webhook

The cleanest way to test: trigger your tool the way a real visitor would.

1. Open your tool’s form / scheduler / chat in an incognito window.
2. Append ?utm_source=test&utm_medium=verify&utm_campaign=webhook-check to the URL if your tool runs on your own domain.
3. Submit / book / chat with an email you can access.
4. Within seconds, the lead should appear at the top of the Contacts Hub at app.sourceloop.ai/contacts.

If you’d rather hit the URL directly with curl while testing:

curl -X POST 'https://your-webhook-url-from-setup' \
  -H 'Content-Type: application/json' \
  -d '{"email":"[email protected]","name":"Webhook Test"}'

A successful delivery returns HTTP 200. Any other status means the payload was rejected; check the next section.

Monitor and debug deliveries

Setup -> Incoming Webhooks shows the Recent Webhook Logs table at the bottom, every delivery with:

• Type — which endpoint (web_form / meeting / chat) received it
• Status — HTTP response code
• Time — when SourceLoop received the request
• Error — short message if the payload was rejected

The most common errors:

HTTP code	What it means
200	Delivered and processed. The lead is in your Contacts Hub.
400	The payload was JSON but neither an email nor phone was found. Either your tool isn’t passing those fields, or it’s nesting them in a shape SourceLoop hasn’t recognised. Paste the raw payload into the All Events tab to see what landed.
401	The URL is missing the secret token or the secret has been rotated. Recopy the URL from Setup.
404	Wrong URL entirely, or the endpoint has been deleted.
429	Rate limit hit. Slow the firing rate or contact [email protected] to lift the limit.
5xx	SourceLoop processing failed. Rare; the tool’s retry will usually succeed.

Where the leads show up

Same as every other capture path:

• Contacts Hub — one row per webhook delivery, with auto-detected contact details, custom data, and full marketing attribution. See Contacts (Leads) table.
• Traffic dashboard — webhook leads roll into the same channel / source / campaign breakdown as every other conversion type. See Traffic dashboard.
• Funnels — build a funnel ending in the webhook’s conversion type to find which campaigns produce the most webhook-captured leads. See Conversion funnels.

What’s next

• Send SourceLoop events outbound: How to use SourceLoop Outgoing Webhooks for the reverse direction (SourceLoop → Slack / your backend / Zapier / Make).
• Wire the tracker on your site too: Install the SourceLoop tracking pixel so the webhook leads pick up real first-touch and last-touch attribution instead of landing as Direct.
• See the Zendesk pattern in practice: How to track lead source in Zendesk Chat walks through the webhook + trigger + automation flow end to end.