How it works
Conversion connects to tools without a native integration through webhooks and its API. The HTTP Request workflow step calls any HTTPS endpoint with contact and company data, then writes values from the JSON response back onto fields. In the other direction, your systems can upsert contacts, track events, and trigger workflows through the Conversion API.
What you can do
Look up data mid-workflow
Call an enrichment service, an internal API, or a scoring model when a contact reaches a step, then branch on the fields it writes back.
Personalized requests
The URL, every header, and the body support Liquid, so each contact produces its own request with its own data.
Start workflows from your stack
Trigger a workflow from your product or backend with an API call, and pass custom data the workflow can use in Liquid.
What syncs
| Data | Direction | Details |
|---|---|---|
| Workflow requests | Out of Conversion | GET, POST, PUT, PATCH, DELETE, or HEAD with Liquid in the URL, headers, and JSON body. |
| Response fields | Into Conversion | Values from the response map onto contact or company fields by JSON path, with an overwrite toggle. |
| Contacts, events, and workflow triggers | Into Conversion | Your systems call the Conversion API to upsert contacts, track events, or start an API-triggered workflow. |
How to set it up
- 1 Add an HTTP Request step to a workflow, or save a reusable webhook under Settings > Integrations.
- 2 Enter the HTTPS URL, method, headers, and a JSON body with Liquid variables.
- 3 Map the response fields you want to keep onto contact or company fields.
- 4 For inbound data, create an API key in Conversion and call the contacts, events, or workflow trigger endpoints.
