Webhooks

Webhooks let you automatically send real-time data from one application to another as soon as an event occurs.

For example, when a customer completes an order, a webhook can instantly update your CRM or trigger a Slack notification, so every team stays informed and systems remain in sync.

Why use Webhooks?

  • Enable instant, automated workflows between your SaaS tools (no manual exports or delays), making it easy to trigger emails, record transactions, or update records across platforms.
  • Allow your business to respond to customer actions in real time, powering everything from personalized marketing to up-to-date customer insights in your customer data platform.
  • Reduce engineering complexity with prebuilt integrations and standardized event payloads, plus get powerful automation without heavy coding or maintenance.

Webhooks vs. APIs

FeatureWebhooksAPIs (REST/HTTP)
CommunicationPush (event-driven)Pull (request/response)
Data TransferAutomatic on predefined eventOn-demand, whenever a request is made
Use CaseReal-time notifications, automationData retrieval, updates, and application logic
IntegrationSimpler for events and triggersMore flexible, full CRUD operations
ExampleSend order alert when payment completesCheck the latest order status via a GET request
EfficiencyHighly efficient for event updatesPotentially resource-intensive if polled
SetupNeeds an endpoint to receive dataNeeds client credentials for requests
DependencyMust be online to receive eventsCan fetch data when needed
SecurityRelies on endpoint security, auth tokensSupports robust auth (OAuth, API keys, etc)

FAQs

What’s the difference between a webhook and an API?

An API works on request, which means it pulls data when your system asks for it. A webhook automatically pushes data in real time whenever a specific event occurs. APIs are best for retrieving information on demand, while webhooks are ideal for instant updates like lead submissions or purchase confirmations.

Which platforms support webhooks?

Most modern CRM, email, and customer data platforms support webhooks for custom integrations. Platforms like Insider One allow you to trigger workflows, sync audiences, or send real-time updates across connected tools. You can explore available integrations in Insider One’s Integration Hub.

How secure are webhooks?

Webhooks can be highly secure when implemented correctly. Always use HTTPS endpoints, authentication headers, and secret keys to verify each payload. This prevents unauthorized access and ensures data integrity.

How do webhooks fit into an omnichannel marketing strategy?

Webhooks connect all your marketing tools so each channel reacts to user behavior in sync. When an event occurs like a purchase, signup, or cart update, it can trigger responses across email, SMS, and app notifications simultaneously. This creates a unified experience that drives engagement and retention. See how Insider One builds omnichannel customer experiences through real-time data and automation.