To send CRM leads to Google Sheets, Zapier, Make, or any other tool that accepts an incoming webhook, go to Integrations → Webhooks → Add endpoint, paste in the target URL, choose which events should trigger it, and save. Every time one of those events happens in the CRM, it POSTs a JSON payload to that URL automatically — no code to write on your end unless your destination requires it.
The five events you can trigger on
An endpoint can subscribe to any combination of:
- Lead created — fires the moment any new lead enters the CRM, from any source.
- Lead moved to a different pipeline stage — fires on every stage change, useful for a Slack notification when something reaches "Negotiation" or similar.
- Lead marked Won — the one most people actually want for a "ping the team when we close a deal" automation.
- CMS page published and Blog post published — for the content module, if you use it; useful for auto-posting a link to Slack or social media when new content goes live.
Setting up the destination side
Where the URL comes from depends on what you're sending to:
- Zapier or Make: create a Zap/Scenario that starts with a "Webhooks by Zapier" (or Make's "Webhooks") trigger, set to "Catch Hook". It gives you a unique URL immediately — that's what goes in the CRM's endpoint URL field. From there, build whatever the automation should do with the data: add a Google Sheets row, send a Slack message, create a task elsewhere.
- A Google Sheet directly, without Zapier: use a Google Apps Script bound to the
sheet, with a
doPost(e)function deployed as a web app — that deployment URL is what goes in the CRM. This skips a paid Zapier plan entirely if a spreadsheet is genuinely all you need, at the cost of writing a small script yourself. - Your own server or a tool with native webhook support (Slack's incoming webhooks, n8n, a custom endpoint): use that tool's provided URL directly.
Creating the endpoint in the CRM
- Go to Integrations → Webhooks → Add endpoint.
- Name it clearly — "Zapier — Slack on Won" reads better a year from now than "Webhook 1".
- Paste the destination URL.
- Check the events that should trigger it.
- Save.
Immediately after saving, the CRM shows you a signing secret — copy it now, since it's
only ever displayed this once. It's used to prove that a request claiming to come from your CRM actually
did; every payload is signed with it and sent with an X-Webhook-Signature header, computed
as an HMAC-SHA256 hash of the request body. If your destination tool supports signature verification
(Zapier's raw webhook catcher generally doesn't need you to check it, but a custom endpoint you control
should), verify against this secret before trusting the payload.
Checking whether deliveries are actually working
From the endpoint's Deliveries screen, every attempt is logged with its outcome — success, failure, and the response your destination returned. If deliveries are consistently failing, the response body shown there is usually the fastest way to diagnose it: a 404 typically means the URL changed on the destination's side (Zapier hook URLs can expire if the Zap is turned off and back on), a timeout means the destination is slow or unreachable, and a 4xx with a body describing "invalid payload" usually means the destination expects a different data shape than what's being sent. A failed delivery can be retried manually from the same screen once the underlying issue is fixed.
If you need something more custom than the five built-in events
This system is push-only, triggered by specific in-app events. If you need to pull data on your own schedule instead — a nightly export, or a tool that needs to query the CRM rather than wait to be notified — the API key system covers that: it's a full read/write API rather than an event-driven push.