Webhooks in Plays

Push Unify data to any tool automatically: Use the Webhook action inside a Play to send contact, company, or enrichment data to an external system the moment a signal fires — no engineering required.

What is a webhook?

A webhook is one system telling another that something just happened with intention to trigger action. Stripe pings a store when a customer pays to send an invoice. Unify pings your tool when a Play signal fires. No humans in the middle, no CSV exports, no waiting for a sync.

When to use a Webhook (vs. the Data Out API)

If you need to send a record into a downstream tool the moment something happens, use a Webhook.

What you can send

• Contact info — name, email, phone, title

• Company details — industry, size, revenue, tech stack

• CRM fields — stage, owner, deal value, custom properties

• Enrichment data — any field from your enrichment providers

• Signal context — which signal triggered the Play

What you can't send: sequence data, email history, Play metrics, or activity data. For those, use the Data Out API.

Configuring a Webhook node

Add a Webhook action to your Play. You'll see these fields:

Endpoint

• Webhook URL — the destination that will receive the request (e.g. https://api.example.com/webhook)

• Method — POST, PUT, PATCH, DELETE, GET, HEAD, or OPTIONS. Most destinations expect POST.

Authentication

Pick the preset that matches your destination:

• None — no auth (common for Zapier, n8n, Teams webhooks — the URL itself is the secret)

• Bearer Token — sends Authorization: Bearer <token>

• Basic Auth — username + password

• API Key (Header) — sends the key as a custom header

• API Key (Query) — sends the key as a URL parameter

Headers

Add key/value pairs. Content-Type is set automatically based on body format — only add it manually if your destination needs a specific override.

Query parameters

Add key/value pairs that get appended to the URL.

Body

The request payload. Use Unify's {{template_variables}} to insert dynamic values like {{ person.email }} or {{ company.name }}. Choose body format:

• JSON — most common

• TEXT — plain text

• XML — XML body

Retry policy

• Max attempts — up to 10 retries on failure

• Backoff — seconds to wait between retries

Testing before going live

Use Expand preview in the Webhook node to see the exact payload that will be sent for a real record. Before pointing at your real destination, test with a request-inspection service like webhook.site or RequestBin to verify the request structure.

Things to Keep in Mind

• Request timeout: 8 seconds. If your destination doesn't respond in time, the request fails and Unify retries per your retry policy.

• Max retry attempts: 10

• One-way today. Webhook responses aren't parsed or passed to downstream Play steps.

• No inbound webhook triggers yet. Webhooks send data out - incoming triggers are coming soon.

Tips

• For most destinations, the right combo is POST + JSON body.

• Use webhook.site for testing — paste the URL into the node, fire a test, and inspect the request before pointing at your real endpoint.

• For complex JSON bodies, ask Claude or ChatGPT: "I'm using Unify and want to set up a webhook to send lead data to [tool]. Fields available: first_name, last_name, email, company, title. Give me the endpoint, auth, headers, and JSON body. Unify uses {{ field_name }} template variables."

• Treat tokens (Bearer, API keys) as sensitive — they're stored encrypted but should still be rotated when team members leave.