Send events from a custom CRM

If you run a custom-coded or in-house CRM, there's no native connector to click – you send events yourself. The pattern is simple: define a trigger in your CRM (a new lead row, an opportunity moving to Won, a payment captured) and, when it fires, send an HTTP webhook – also called a postback – to LeadJourney's Conversion API. LeadJourney matches that event back to the ad click that created the lead, so a milestone in your pipeline becomes an attributed conversion.

This article is written to be handed to a developer. It has the exact endpoint, how authentication works, every payload field, and copy-ready requests in four languages.

Get your credentials

Open Settings → Events → Conversion API. That tab holds the three values your integration needs:

Anatomy of a request

Every event is a single POST with a JSON body, authenticated with your Postback Secret. Copy the exact Webhook URL from the Conversion API tab – it already contains your Workspace ID.

curl -X POST "https://api.leadjourney.io/api/v1/postback/YOUR-WORKSPACE-ID" \
  -H "Authorization: Bearer YOUR_POSTBACK_SECRET" \
  -H "Content-Type: application/json" \
  -d '{
    "type": "Lead",
    "click_id": "YOUR_CLICK_ID",
    "email": "[email protected]",
    "first_name": "John",
    "last_name": "Doe"
  }'

That's the whole contract: URL + Authorization header + JSON body. Everything else on this page is detail around those three parts.

Authentication

There are two ways to send the Postback Secret. Both are equivalent – pick whichever your platform supports.

curl -X POST "https://api.leadjourney.io/api/v1/postback/YOUR-WORKSPACE-ID" \
  -H "Authorization: Bearer YOUR_POSTBACK_SECRET" \
  -H "Content-Type: application/json" \
  -d '{ "type": "Lead", "email": "[email protected]" }'

curl -X POST "https://api.leadjourney.io/api/v1/postback/YOUR-WORKSPACE-ID?token=YOUR_POSTBACK_SECRET" \
  -H "Content-Type: application/json" \
  -d '{ "type": "Lead", "email": "[email protected]" }'

Payload reference

The body is JSON. type is always required, and every event needs at least one identifier (click_id, email or phone) so LeadJourney can match it to a lead.

Sending extra CRM data (custom fields)

To carry attributes like industry, deal size or plan, create the field first under Settings → Events → Custom Fields, then nest its exact key under custom_fields in the same webhook – no new endpoint:

{
  "type": "WonClient",
  "email": "[email protected]",
  "revenue": 1499.00,
  "custom_fields": {
    "industry": "Software",
    "company_size": 100,
    "deal_size": 1499.00
  }
}

See Custom Fields for the full walkthrough.

Define the trigger in your CRM

This is the part that's unique to a custom-coded system. In a native connector LeadJourney watches the CRM for you; here you decide the moments and fire the call.

curl -X POST "https://api.leadjourney.io/api/v1/postback/YOUR-WORKSPACE-ID" \
  -H "Authorization: Bearer $LJ_POSTBACK_SECRET" \
  -H "Content-Type: application/json" \
  -d '{
    "type": "WonClient",
    "click_id": "'"$CLICK_ID"'",
    "email": "[email protected]",
    "revenue": 1499.00
  }'

await fetch("https://api.leadjourney.io/api/v1/postback/YOUR-WORKSPACE-ID", {
  method: "POST",
  headers: {
    "Authorization": `Bearer ${process.env.LJ_POSTBACK_SECRET}`,
    "Content-Type": "application/json",
  },
  body: JSON.stringify({
    type: "WonClient",
    click_id: lead.clickId,   // the click ID you stored when the lead was created
    email: lead.email,
    revenue: deal.amount,
  }),
});

$ch = curl_init("https://api.leadjourney.io/api/v1/postback/YOUR-WORKSPACE-ID");
curl_setopt_array($ch, [
    CURLOPT_POST           => true,
    CURLOPT_RETURNTRANSFER => true,
    CURLOPT_HTTPHEADER     => [
        "Authorization: Bearer " . getenv("LJ_POSTBACK_SECRET"),
        "Content-Type: application/json",
    ],
    CURLOPT_POSTFIELDS => json_encode([
        "type"     => "WonClient",
        "click_id" => $lead->click_id,
        "email"    => $lead->email,
        "revenue"  => $deal->amount,
    ]),
]);
curl_exec($ch);
curl_close($ch);

import os, requests

requests.post(
    "https://api.leadjourney.io/api/v1/postback/YOUR-WORKSPACE-ID",
    headers={
        "Authorization": f"Bearer {os.environ['LJ_POSTBACK_SECRET']}",
        "Content-Type": "application/json",
    },
    json={
        "type": "WonClient",
        "click_id": lead.click_id,
        "email": lead.email,
        "revenue": deal.amount,
    },
    timeout=10,
)

Handling duplicates and updates

Don't try to dedupe in your own code – let the Events Manager do it. Each event has a mode that decides how repeated postbacks for the same lead are handled:

• Ignore duplicate postbacks – keep only the first (e.g. one Lead per person, even if your trigger fires twice).
• Edit conversion with new data – update the existing event when a value changes (e.g. a deal's revenue gets revised).
• Create new conversion – record every postback (e.g. repeat purchases).

Set this per event when you create it – see the mode table in Events & the Events Manager. It means your CRM can safely resend without inflating your numbers.

Error handling & retries

• Send the body as application/json and read the HTTP status. A 2xx means the event was accepted; treat any non-2xx as a failure and retry with a short backoff (your CRM may fire before the network is ready).
• Use a request timeout so a slow call never blocks the action that triggered it. Fire the postback from a background job or queue if you can.
• Prefer the event modes above over your own dedupe logic, so a retried call doesn't create a duplicate conversion.

Test & verify

FAQ

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