Send offline conversions from any CRM (Pipedrive, Close, Zoho, Salesforce) with a webhook

Why a webhook is the simplest CRM connection

Native apps for every CRM sound nice, but each one has its own login, its own permissions and its own way of breaking. A webhook is the opposite. Almost every CRM can post a small JSON message when a deal changes, and every automation tool can too. One address, one format, every CRM.

It also keeps you in control of what leaves your CRM. You choose the trigger, you choose the fields, and nothing else is read. If your CRM holds sensitive notes, they never come near the ad platforms, because you never map them.

The webhook fields, one by one

The fewer things you send, the fewer things break. Here is what the private sales webhook reads.

• event (required): the stage that just happened, such as lead, booked, showed, won or paid. The accepted names are in the offline conversions docs.
• email or phone (at least one): how DataCops finds the person. Send both when you have them. Phone should include the country code.
• value and currency (optional): the amount of a won or paid sale, so the ad platforms can optimize for revenue and not only for counts.
• order_id (optional, strongly advised): your own ID for the deal or invoice. The same order_id sent twice counts once.
• test (optional): set to true to send a test that shows in the log and is not sent as a real sale.
• Click IDs (optional): gclid, wbraid and gbraid for Google, fbclid, fbc and fbp for Meta, ttclid for TikTok, li_fat_id for LinkedIn. If your CRM stored a click ID on the contact, send it, since it is the strongest match.

An example JSON body

This example uses made-up values. Post it as JSON to your private sales webhook URL, which you copy from the DataCops dashboard. Keep that URL private, like a password.

{
  "event": "won",
  "email": "sam.okafor@example.com",
  "phone": "+447700900123",
  "value": 2400,
  "currency": "GBP",
  "order_id": "deal-10482",
  "gclid": "Cj0KCQjw-example",
  "ttclid": "E.C.P-example",
  "test": false
}

A lead-stage call is the same shape with event set to lead and no value. Nothing else changes, so one automation template can cover every stage.

How the webhook finds the ad click

A CRM post usually carries an email, not a browser. DataCops bridges the two. The script on your site keeps the Google, Meta, TikTok, Microsoft, LinkedIn and X click IDs with each visitor for up to 90 days. When that visitor shares an email on a form or at signup, DataCops links the email to their visit. When the CRM later posts a sale with that email, the click is found.

If the person comes back on a new session and uses the same email, the earlier click can still be credited. Email, phone and names are cleaned and SHA-256 hashed before they go to any ad platform, and Google can match on hashed email alone. DataCops shows a match score out of 10 for the details you send, so you can see when adding a phone number or a click ID would help.

Direct, or through Zapier, Make or n8n?

Both work, and they feed the same webhook. Direct means the CRM calls the webhook itself: a Pipedrive automation with a webhook action, a Close workflow on a status change, a Zoho workflow rule, or a Salesforce Flow with an HTTP callout. There is no middle layer, no task quota and one fewer login to lose.

Zapier, Make and n8n make sense when the CRM has no webhook action on your plan, when you need to map field names, or when several tools should react to the same event. If you use one, keep the payload identical to the example above. Developers who prefer an API key can post to the public conversions API instead. It counts a repeated messageId once and returns a clear duplicate answer.

Hold leads until your CRM says they are real

Form fills are noisy. Some teams want the ad platforms to learn only from leads that sales accepted. Set the Lead event to hold, and DataCops stores each lead with its original click IDs instead of sending it. When your CRM marks the lead qualified, post a release with the event name and email. DataCops sends the held lead, oldest first, and a release runs only once.

HubSpot is released automatically: DataCops checks your chosen qualified field every 5 minutes. Leads can also be released or dropped by hand from the lead list. Anything not released within 14 days expires.

One sale, one conversion

CRMs fire the same automation more than once. Someone moves a deal back and forward, or two workflows both react. DataCops keeps a sale ledger per ad platform. A Purchase with an order_id is sent once per order per platform and remembered for 400 days. A Lead with an email is sent once per platform in a 30-minute window. Repeats show as duplicates, with the first send they matched. If a send fails, the claim is released so a retry can go through.

Send leads out to your CRM, too

The webhook is the way in. DataCops also sends verified leads out. HubSpot and Klaviyo connect with one click, Brevo and ActiveCampaign with an API key, and any other tool can receive each lead through an outgoing webhook to your own URL, Zapier, Make or n8n, with an optional condition. LeadCops forms, the DataCops lead forms, keep the ad click with every lead and can block disposable emails, free emails, dead domains and VPN submissions before they reach either side.

Refunds

Post a refund through the conversions API and DataCops corrects Google Ads: a full refund retracts the conversion, a partial one lowers its value, and a repeated refund adjusts once. Meta and TikTok have no correction call, so nothing is sent to them.

Debugging checklist, in this order

1. Did the CRM fire? Open the automation history or the Zapier, Make or n8n run log. If nothing ran, the trigger or filter is wrong.
2. Did the call reach DataCops? Every post is logged. No line means the request never arrived or the URL is wrong.
3. Is the body valid? JSON with an event and an email or phone. A missing event or contact detail is the most common reason a post is rejected.
4. Are email and phone clean? No extra spaces, a real address, and a phone with the country code.
5. Was it a test or a duplicate? Test posts are logged, not sent. The same order_id twice counts once.
6. Is the sale too old? Meta rejects events more than 7 days after they happened. Google Ads ignores uploads more than 90 days after the click.
7. Read the reason. The delivery report says why a conversion was held, skipped or failed, per platform, for up to 400 days.

Consent and alerts

The built-in cookie banner is built to the IAB TCF v2.2 standard, shows in Europe by default and turns on Google Consent Mode v2. The server re-checks consent before every send, and for EU, UK and Swiss visitors nothing goes to an ad platform until they opt in. Email alerts tell you when deliveries start failing or a platform token is about to expire, and a new-lead email can arrive the moment a form lead comes in.