If you’re coming from RB2B
RB2B also sends to Clay through a webhook, but the control stops there: a fixed payload, no targeting, and a single “send repeat visitor data” toggle. Squid ID gives you the same one-click webhook plus routing, requirements, deeper enrichment, and premium contact data.| RB2B | Squid ID | |
|---|---|---|
| Connection | Clay webhook URL | Clay webhook URL |
| Webhook auth | URL only | Optional x-clay-webhook-auth token |
| How often | Net-new, or every visit | Net-new, or every visit (repeats tagged is_repeat_visit) |
| Who to send | All visitors | All, by ICP, or by high-intent page |
| Requirements | Not available | Require a company, a LinkedIn, or a work/personal email |
| Field control | Fixed payload | Per-group toggles with a live JSON preview |
| Enrichment depth | Core contact fields | Traits, social, company, job, location, experience, skills, interests |
| Premium contact data | Not provided | Mobile, personal email, home address and more with Squid ID+ |
| Test before saving | Not available | Send a test event to confirm delivery |
| Pause without disconnecting | Not available | Enable/disable toggle keeps the setup |
Why this matters. RB2B fills your Clay table with every visitor and leaves the filtering to you. Squid ID lets each Clay table receive exactly the segment it cares about, once per person by default, with the depth of data Clay needs to take action.
Before you start
You’ll move faster if these are already in place.
- You’re an Owner or Admin on the website. Viewers can see the connector but can’t change it.
- The snippet is installed and verified, so there are visitors to send.
- A Clay table with a webhook source, so you have a URL to paste. In Clay, add a source, search Webhook, choose Monitor webhook, and copy the URL (and, optionally, the auth token).
Connect Clay
1
Open the Clay connector
Go to Settings → Integrations and click Connect on the Clay card.
2
Paste the Clay webhook URL
Paste the URL from your Clay webhook source into the POST field.
3
Add an auth token (optional)
If you set an authentication token on the Clay source, paste it into the auth token field. Squid ID sends it on every request as the
x-clay-webhook-auth header so Clay only accepts data from you.4
Choose which field groups to send
Each group (Traits, Social, Company, Job, Location, Experience) has its own toggle. Turn off any group you don’t need. The JSON preview on the right updates to match.
5
Set who and how often
Pick the send frequency, routing, and any requirements (see below).
6
Send a test event
Click Send test event to push a sample payload to Clay and confirm the source is reachable.
7
Save
Click Save. Qualifying visitors now flow to Clay.
Choose who and how often
The Delivery controls decide which identified visitors reach Clay and how often.- Send. Once per visitor (the default) sends one row the first time we identify a person, so your Clay table stays one row per contact. Every identified visit re-sends on return visits and tags those rows with
is_repeat_visit: true, so a Clay table can branch net-new versus returning. - Who. Route all identified visitors, any ICP match, only specific ICPs, any high-intent page, or only specific high-intent pages. A table that only wants enterprise accounts can receive just those.
- Only send when. Require a company, a LinkedIn profile, or a work or personal email before a visitor is sent. Thin records never reach Clay.
Fields and Squid ID+
Each group lists Default fields that come with every identified visitor and Squid ID+ fields (the locked rows) that are part of Squid ID+: mobile phone, personal email, home address, demographics, income and net worth, skills and interests, full work history, and extra social profiles. The Squid ID+ fields are sent automatically for records that are ID+ unlocked, either because the website is on Squid ID+ Automatic or the record was revealed. There is nothing extra to switch on. To drop a whole group from the payload, turn its card off.This is the same egress rule as everywhere else in Squid ID: premium contact data is sent only for records you’ve unlocked, so Clay never receives ID+ data you haven’t paid for. For a record that isn’t unlocked, only the default fields are sent.
Pause or disconnect
- Pause: Use the toggle on the Clay card to stop delivery without losing the webhook URL or field setup.
- Disconnect: Open the connector and click Delete. This removes the webhook URL, auth token, and field config from Squid ID.