CRM webhook: how to send lead data to your own systems

Your CRM almost always works alongside other systems: accounting software, a warehouse system, your own website, a learning platform or management spreadsheets. Without a CRM webhook, a manager enters a deal twice: first in the CRM, then in the accounting software. That means lost time, typos in phone numbers and amounts, and sometimes forgotten orders.

The “Set webhook” section removes double entry. A webhook is an automatic message from the CRM to your system's address. Every time a lead changes, its data is sent there automatically as a POST request, that is, data sent to a server. Your system receives it immediately and decides what to do with it. There's no separate fee for webhooks.

Watch the two-minute video, and below you'll find the step-by-step setup.

Why businesses use CRM webhooks

• Product business. A lead moves to a step like “Paid”, a request goes to your warehouse or accounting software, and a shipping order is created there. The manager no longer duplicates the order by hand.
• Online school. When a lead pays, your script finds the student by email or phone and opens access to the course. No need to wait for a curator.
• Clinic, salon. A lead reaches the appointment step, and the client's data goes to your appointment software or the administrator's spreadsheet.
• B2B sales. At the invoicing step, the accounting system gets the company details and the amount from the lead fields and prepares an invoice. Accounting doesn't have to wait for an email from the manager.
• Marketing. Steps and payments go to your own data storage, where they're matched with ad spend. You get your own end-to-end analytics on top of the CRM data.

What exactly to do with the data is up to the handler, a program on your system's side.

How a CRM webhook works

1. Any lead change — a move to another of the CRM pipeline stages, edited fields, a new comment or a payment — sends a POST request.
2. The request contains full lead data: the ID and name, the lead fields with the funnel step and the responsible manager, and the contact with phone numbers and email.
3. The request goes to every address in the project's webhook list. Two webhooks mean two requests for every change.

Each change is a separate request. So the handler should update the record by lead ID rather than create a new one each time. If you need your own data, such as a tax ID or a delivery address, first create custom fields in CRM for it. The exact data format is in “API Doc” in the “Help” menu.

How to set up a webhook in CRM

1. 1
   Open the section

   The left menu “Help” → “Set webhook”.
2. 2
   Choose the project

   In the “Project” block. Each project has its own webhooks. The section remembers the last selected project in this browser, so check the field every time you open it.
3. 3
   Click “Add webhook”

   The “New webhook” window opens.
4. 4
   Fill in the “Name”

   A clear name, for example “warehouse_orders”. It must be unique within the project.
5. 5
   Paste the “URL”

   The address of your system's handler, preferably with https://.
6. 6
   Click “Save”

   The “Webhook added” message appears, and the webhook shows up in the list.

How to test that the webhook arrives

The section checks only the address format: it doesn't send a test request and doesn't show a delivery log. So check it yourself:

1. Add a webhook with your handler's address. Or, temporarily, with the address of an online service for viewing incoming requests.
2. Change a test lead in this project: move it to another step or add a comment.
3. Check your server log: a POST request with the lead data should arrive.

Delete the temporary test webhook afterwards, so that client data isn't sent to a third-party service.

Where you can receive CRM data

• Your own server or website: a script that writes the data to your database.
• Accounting and warehouse software: if it can accept HTTP requests, or through an integration developer.
• Google Sheets: via a spreadsheet script published as a web app.
• Automation services that give you their own address for receiving webhooks.

The address must be reachable from the internet and accept POST requests. For https://, you need a valid certificate.

The integration you need is not on the list: what to do

Ready-made connections in the account exist for messengers, Avito, email, website forms and site builders, Yandex Metrica, amoCRM, Bitrix24, Yclients and Google Calendar. If your system is not among them, you can build the link yourself with the API and webhooks:

• “Lead change webhooks” — this section: lead data goes to your system on every change. It suits accounting software, warehouses, your own websites and spreadsheets.
• “API Doc” in the “Help” menu — requests your system uses to create leads and read account data on its own. How to send a lead with its source is covered in the article create crm leads via api.
• The voice bot's “Write webhook” and the chatbot's “Record webhook” target action — after a conversation, the bot itself sends a GET request with data from the dialog to your address, and the parameters are set with variables like ${…}. Details are in the article ai voice bot knowledge base.

Custom work is needed if your system has no API, does not accept requests, or the exchange needs complex logic. In that case, write to the integration team: the “Integrations ai” item in the “Help” menu opens its Telegram bot.

Rules for the webhook name and URL

• “Name” — required, up to 255 characters and unique within the project. Names that differ only in letter case or in spaces at the edges count as the same. An empty field shows “Enter a name”, a repeated one shows “A webhook with this name already exists — the name must be unique.”.
• “URL” — required, up to 2,000 characters and without spaces. The address starts with http:// or https:// and contains a domain with a zone, for example https://example.com/webhook.php. An empty field shows “Enter the URL”, a wrong format shows “The URL must start with http:// or https://”.
• Errors when saving. “Session expired, sign in again” — sign in to the account again and repeat. “Failed to save the webhook. Try again.” — a connection glitch, save once more. The “Access denied” screen — the employee lacks the “CRM settings” right in the project.

Read also: CRM pipeline stages: set up your sales funnel and client alerts, Automated sales funnel: how the CRM texts, calls and reminds clients, Yandex Metrica offline conversions: let Direct learn from sales, Amocrm integration, Bitrix24 integration, Create crm leads via api