If you’re coming from RB2B
RB2B ships around 30 named webhook integrations. Squid ID exposes the same plumbing as one webhook builder, so any of those tools, and anything else that accepts a webhook, connects the same way.| RB2B | Squid ID | |
|---|---|---|
| Reach | ~30 named webhook integrations | Any tool that accepts a webhook |
| Events | Visitor identified | Visitor identified and page viewed |
| Payload control | Fixed | Field groups toggled per webhook |
| Auth | Limited | Optional HTTP basic auth |
| Delivery visibility | Limited | Activity log with success/failed counts and retry |
Why this matters. A fixed list of named integrations limits you to the tools the vendor chose to build. One configurable webhook reaches anything with an endpoint, and the activity log shows you exactly what was delivered and lets you retry failures.
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 webhooks but can’t change them.
- The snippet is installed and verified, so there are events to send.
- An HTTPS endpoint to receive the payload. This can be a tool’s inbound webhook URL (Zapier, Make, n8n, and similar) or your own server.
Event types
A webhook fires on one event type. Create one webhook per event you want to send.- Visitor identified (
visitor.identification.created): fires the first time a visitor is identified. Includes name, email, company, location, and firmographics. - Page viewed (
visitor.connection.event): fires when a visitor lands on a page. Includes URL, title, referrer, browser, and location.
Create a webhook
Name it and pick the event
Enter a name and an optional description, then choose Visitor identified or Page viewed.
Set the endpoint
Enter the HTTPS URL to POST to. The URL must start with
https://. Optionally add basic auth (username and password) if your endpoint requires it.Choose the payload
Each event has groups of fields (Context, Traits, Social, Company, Job, Location, and more). Toggle off any group you don’t need. Disabled groups are dropped from the payload.
Frequency
For the Page viewed event, choose how often it fires:- All: every time a visitor lands on a page.
- Once: only the first time a visitor lands on a page.
Payload and premium fields
Each field group lists default fields and, where applicable, premium fields marked with a lock. Premium fields (mobile, personal email, home address, demographics) ship only when Squid ID+ is set to Automatic in Add-ons. Default fields are always included.Test a webhook
From the webhook list, use Send test event to POST a sample payload to your endpoint. You can also send a test from the edit view.Activity log and retry
Open a webhook to see its activity log: every delivery with the timestamp, the request payload, and the response status. It shows Success and Failed counts you can filter by, and you can search deliveries by visitor id, alias, or email. A failed delivery has a Retry action that re-sends it.Enable, disable, and delete
- Disable: Use the toggle on a webhook row to pause deliveries without deleting it.
- Delete: Remove a webhook to stop its deliveries permanently.
Tools you can connect
Any product with an inbound webhook works. A few common ones, by category:- Automation: Zapier, Make, n8n, Pabbly, Workato
- Sales engagement: Instantly, Smartlead, Reply.io, Lemlist, Salesloft, Outreach, Outplay, Mixmax, SmartReach
- LinkedIn and outbound: HeyReach, La Growth Machine, Aimfox, Growth-X
- CRM: Pipedrive, Close, Attio
- Enrichment and data: Clay, Apollo, and your own database or warehouse