Send Events From Any Platform With a Webhook
You can send data from any platform to Tracklution by utilising our webhook feature.
What are webhooks?
A webhook is a tool that allows different systems to communicate with each other in real time. In essence, it’s a way for one application to send automatic data updates to another as soon as a certain event occurs. This eliminates the need for constant polling and ensures that information flows seamlessly between platforms.
Tracklution webhooks & where to get the Container Key
Webhooks enable you to bring additional tracking data into your system from external sources, such as CRMs, booking systems, or payment processors. Whether you're tracking offline conversions or capturing key data from external systems, Tracklution’s webhook functionality makes it easy to enrich your data and optimise your tracking setup. Get the Tracklution Webhook Endpoint URL from your Tracklution account under "Webhook":
Registering events with webhook
You can utilise the webhook to send in events that happen outside of your website (“offline conversions”). These conversion events could be for example phone calls, purchases made in brick-and-mortar shops, bookings made in a booking system, validated leads in a CRM system, and so forth.
Events registered via webhook can be matched to web sessions if matching data is available (read more below "Matching webhook data with other session data"). In case matching data is not available, webhook events will be handled as an individual session and can be delivered via Connectors with Click ID or without original click ID data as enhanced conversions (if in use).
For platform-specific instructions on registering events, refer to these articles:
Webhook query parameters
When making a GET request to the endpoint, following query parameters need to be set:
| Parameter | Description | Required |
|---|---|---|
k | Your Tracking Container Key | yes |
track | If you want to record an event, e.g. “Purchase” or “BookingComplete”, send the event name in this field. Without ‘track’ parameter the incoming data is handled as additional information and Tracklution tries to match it into an existing session data without adding a new event to the session. | no |
value | If you are bringing in a Purchase event with the ‘track’ parameter, and you want a value being recorded to this event, insert the value in this field | no |
currency | If you are bringing in a Purchase event with the ‘track’ parameter including ‘value’ parameter, insert currency in this field | If ‘value’ parameter is used, then required |
url | The URL of the page where event happened or additional data was obtained | no |
email | no | |
phoneNumber | Phone number | no |
firstName | First name | no |
lastName | Last name | no |
birthday | Birthday, example input: 1985-06-17 | no |
gender | Example input: ‘male’ or ‘female’ | no |
address | Street address | no |
postCode | Postal code | no |
city | City | no |
country | Country | no |
externalId | External ID that could be any unique identifier | no |
gclid | Google Click ID, if available | no |
fbclid | Meta Click ID, if available | no |
Request examples
Matching webhook data with other session data
When you send webhook data to Tracklution, it is important to ensure the data can be matched to an existing website session. Tracklution’s webhook automatically matches webhook data to a correct session/set of web events if matching data is available. If matching data is not available Tracklution will still be able to register and store the data and match it later if matching sessions appear. If you are sending in an event via webhook, it can be processed as an individual event and passed on to Ad Platforms with the Click ID or as an enhanced conversion in case click ID is not available from the original session.
Using Data from ContactInfo pixel (preferred) for matching
Set a ContactInfo tag to fire on during the website session so Tracklution will use that data to match the webhook data with the session. You can use unique external ID, email or phone number.
Unique external ID (‘externalId’): External ID is a unique value generated and passed from web to Tracklution. External ID should be a value that you have available in both, web and in the backend system you’re sending webhook data from. With External ID Tracklution is able to accurately match webhook data with the session data from web. External ID is passed from the web with the ContactInfo pixel. It can be grouped to another event (as in the example) or sent as an individual ContactInfo event.
Email address (‘email’): Email address can be collected via web and passed on to Tracklution with the ContactInfo pixel at any given point of the user journey. By passing the same email address via webhook’s ‘email’ field, Tracklution will be able to match webhook data with data collected via pixels.
Phone number (‘phoneNumber’): Phone number can be collected via web and passed on to Tracklution with the ContactInfo pixel at any given point of the user journey. By passing the same phone number via webhook’s ‘phone’ field, Tracklution will be able to match webhook data with data collected via pixels.
Example
You have installed a ContactInfo tag to be firing during a website session, the ContactInfo tag that is fired looks like this;
You are also sending a Purchase-event with a webhook from an external platform. You collect the same externalId to the external platform, which you also collect from the website session with the ContactInfo tag. The webhook POST request looks like this;
Tracklution uses the external id to match the Purchase-event from the webhook to the website session. If external id would not be available, other contact data (email, phone number) would be used for matching.
Using other data for matching
Timestamp: While the above mentioned identifiers are the most accurate and preferred ways to match webhook data, if no other data is available, Tracklution will try to match data based on timestamps. However, this requires that the webhook is arriving at the same time as the session is recorded via pixels. For example, if only relying on timestamp, webhook has to arrive at the same time with the purchase event, and especially with plenty of volume there is a possibility for mismatch. Matching with timestamp only might cause low match confidence levels and is thus not recommended.
