--- title: Send webhook automation slug: send-webhook description: How the Send webhook automation works in Personizely: when the POST is sent, the full JSON payload and field names, value formats, retries and security. image: https://archbee-image-uploads.s3.amazonaws.com/1y1Fr-DMGy_apx7FwibyA/ORDTWfNKMXiY3ZRv0QSgP_personizely-docs-og.png docTags: createdAt: 2026-10-16T20:07:15.301Z --- The Send webhook automation posts the visitor's profile as JSON to a URL you choose when they interact with a widget element. Use it to send leads to your own backend, Zapier, Make or any tool that accepts webhooks. **Available on:** all platforms. ## How it works 1. You add **Send webhook** to an element and enter the **URL**. 2. When the element's event happens, the event is recorded on Personizely's servers, and the visitor's profile is updated with anything they just submitted. 3. Personizely's servers send a `POST` request to your URL with a JSON body describing the event, the widget and the visitor's full profile. The webhook is sent for these events: | `event` | When | | --------- | ------------------------------------------------------------------------------------------------ | | `click` | A Button, Image or Products button is clicked | | `submit` | A Form or Survey is submitted | | `succeed` | A Countdown timer reaches zero, or Cart progress reaches its goal, while the widget is displayed | | `spin` | A Wheel of fortune lands on a segment that has this automation | ## Configuration | Option | What it does | Values / default | | ------ | ------------------------- | --------------------------------------- | | URL | Where the request is sent | A valid `http` or `https` URL; required | ## Request - Method `POST`, header `Content-Type: application/json`. - Personizely waits up to 3 seconds to connect and up to 30 seconds for your response. - If your endpoint can't be reached, times out or answers with a `5xx` error, the request is retried up to 2 more times (3 attempts in total), with a growing delay. A `429` response is retried after its `Retry-After` delay. Other `4xx` responses aren't retried. Retries mean the same event can arrive more than once. ## Payload The body contains the current fields (`event`, `widget`, `visitor`) and, for older integrations, two legacy fields (`widgetId`, `visitorData`) with the same information. Build new integrations on `widget` and `visitor`. ```json { "event": "submit", "widgetId": 8812, "visitorData": { "email": "jane@example.com", "firstName": "Jane", "lastName": null, "companyName": null, "companyTitle": null, "phone": "+14155550123", "address": null, "marketingConsent": null, "emailMarketingConsent": true, "smsMarketingConsent": null, "privacyConsent": true, "birthdate": null, "bio": null, "utmSource": "instagram", "utmCampaign": "summer_sale", "utmContent": null, "utmTerm": null, "utmMedium": "social", "firstVisitPage": "/products/linen-shirt", "referrer": "https://l.instagram.com/", "country": "US", "city": "San Francisco", "region": "California", "zipCode": "94103", "41": "Gift", "57": null, "firstVisit": "2026-10-02T14:03:12+0000", "lastVisit": "2026-10-16T09:41:55+0000" }, "widget": { "id": 8812, "name": "Summer newsletter popup", "type": "popup" }, "visitor": { "firstVisit": "2026-10-02T14:03:12+0000", "lastVisit": "2026-10-16T09:41:55+0000", "email": "jane@example.com", "firstName": "Jane", "lastName": null, "companyName": null, "companyTitle": null, "phone": "+14155550123", "address": null, "marketingConsent": null, "emailMarketingConsent": true, "smsMarketingConsent": null, "privacyConsent": true, "birthdate": null, "bio": null, "utmSource": "instagram", "utmCampaign": "summer_sale", "utmContent": null, "utmTerm": null, "utmMedium": "social", "firstVisitPage": "/products/linen-shirt", "referrer": "https://l.instagram.com/", "country": "US", "city": "San Francisco", "region": "California", "zipCode": "94103", "customFieldValues": { "41": "Gift", "57": null } } } ``` ### Field reference | Field | Type | Description | | -------------------------------------------------------------------------------------------------- | -------------- | ------------------------------------------------------------------------------------------------------------- | | `event` | string | `click`, `submit`, `succeed` or `spin` | | `widget.id` | number | Widget ID | | `widget.name` | string | Widget name as shown in Personizely | | `widget.type` | string | `popup`, `callout`, `bar` or `embedded` | | `visitor.firstVisit`, `visitor.lastVisit` | string | ISO 8601 date and time of the visitor's first and latest visit, e.g. `2026-10-16T09:41:55+0000` | | `visitor.email`, `firstName`, `lastName`, `companyName`, `companyTitle`, `phone`, `address`, `bio` | string or null | Profile fields. `phone` is normalized to `+` and digits when collected by a Personizely form | | `visitor.marketingConsent` | true or null | `true` only when both email and SMS marketing consent are given | | `visitor.emailMarketingConsent`, `smsMarketingConsent`, `privacyConsent` | true or null | Consent checkboxes | | `visitor.birthdate` | object or null | Date of birth, when collected | | `visitor.utmSource`, `utmCampaign`, `utmContent`, `utmTerm`, `utmMedium` | string or null | The visitor's stored UTM values | | `visitor.firstVisitPage` | string or null | Path of the first page the visitor ever viewed | | `visitor.referrer` | string or null | The referrer stored on the visitor's profile | | `visitor.country` | string or null | Two-letter country code | | `visitor.city`, `region`, `zipCode` | string or null | Location from the visitor's IP. `region` is the region's name | | `visitor.customFieldValues` | object | Every custom field, keyed by its numeric ID, `null` when not set | | `widgetId` | number | Legacy: same as `widget.id` | | `visitorData` | object | Legacy: the profile fields plus `firstVisit` and `lastVisit`, with custom fields at the top level keyed by ID | ## Behavior details and limitations - **It's the whole profile, not just this form.** The payload contains everything stored on the visitor, including values from earlier forms. Fields a form didn't collect can still have values. - **Empty values are `null`.** Unset fields, empty text and unchecked consent checkboxes are all sent as `null`, never `false` or `""`. - **What's not included.** The payload has no visitor ID, event timestamp, page URL or wheel segment. Use [Execute JavaScript code](https://docs.personizely.net/execute-javascript-code) or a [Change field value](https://docs.personizely.net/change-field-value) automation to add data you need. - **Protect your endpoint.** Put a hard-to-guess token in the webhook URL, such as `https://hooks.example.com/ply?token=8f3k...`, and reject requests without it. - **Make your endpoint idempotent.** Retries and repeat submissions can deliver the same lead more than once. Deduplicate on `visitor.email` or `visitor.phone`. - **Respond fast.** Answer with a `2xx` status as soon as you've received the data, and do slow work afterwards. - **No webhooks in preview or for the control group.** [Preview](https://docs.personizely.net/preview-qa) records no events, and control-group visitors see nothing. ## Examples - **Leads to your CRM:** Form with Send webhook to your backend, which creates the contact and returns `200`. - **Zapier:** Send webhook to a Zapier "Catch Hook" URL, then map `visitor.email` and `visitor.customFieldValues.41` to your tools. ## Troubleshooting - **Nothing arrives** → the URL isn't reachable from the internet, the element's event wasn't recorded, or you're testing in preview. - **Duplicate deliveries** → your endpoint took longer than 30 seconds or returned a `5xx` error, so the request was retried. - **A custom field is missing a name** → custom fields are keyed by ID. Look up each custom field's ID in Personizely and map it in your endpoint. ## Related - [Automations overview](https://docs.personizely.net/automations) - [Send alert](https://docs.personizely.net/send-alert) - [Visitor fields reference](https://docs.personizely.net/visitor-fields-reference) - [Custom fields](https://docs.personizely.net/custom-fields) - [Integrations](https://docs.personizely.net/integrations)