HighLevel inbound webhook
Create a workflow with an inbound webhook trigger, paste its URL into your account, and map the payload to contact fields, tags and opportunities.
Integrations
Lead webhooks that land where you work
Every calculator lead can be posted as JSON to the destination you choose. No proprietary connector, no middleman: a webhook URL you paste in, and a payload with every field documented below.
InsuranceQuoteWidget integrates through webhooks. Each new lead is POSTed as JSON to a per-calculator webhook or your agency-wide one, so it can trigger a HighLevel inbound webhook workflow, a Zapier zap, a Make scenario or any HTTPS endpoint. Email alerts and the built-in contacts list work alongside, with no setup.
Where leads can go
Zapier
Use a catch-hook trigger to receive the lead, then push it to the CRM, spreadsheet or dialer your agency already uses.
Make
A custom webhook module receives the JSON, and a scenario can branch by calculator to route each line differently.
Any HTTPS endpoint
Your own server, agency management system middleware or data warehouse: anything that accepts a JSON POST over HTTPS.
Email alerts
An email for each new lead, on every plan, which you can switch off once your CRM notifies producers itself.
Built-in contacts
Every lead lands in your contacts list with notes and statuses, de-duplicated by email, then phone.
Fields in every webhook payload
| Field | What it contains |
|---|---|
event | The type of event that triggered the post, so a single endpoint can tell event types apart. |
calculator | Which calculator produced the lead; branch on it to route life, health or annuity leads separately. |
is_new_contact | True for a first-time contact, false when a returning visitor's submission was appended to an existing record. |
contact | The contact details the visitor gave: name, email and/or phone, plus any message. |
submission | The calculator inputs and results exactly as the visitor entered and saw them. |
submitted_at | When the visitor submitted the lead form. |
attribution | The full attribution object: campaign tags, click IDs, referrer, landing page and first-touch source. |
utm_* | Flat copies of the UTM tags (source, medium, campaign and so on) for easy field mapping. |
gclid | Google Ads click ID, when the visit came from a Google ad. |
fbclid | Meta click ID, when the visit came from Facebook or Instagram. |
msclkid | Microsoft Advertising click ID, when the visit came from a Microsoft ad. |
landing_page | The first page the visitor landed on in the session. |
referrer | The site or page that sent the visitor. |
first_touch_source | The channel that first brought the visitor, kept even if they converted on a later visit. |
How do I send calculator leads into HighLevel?
In HighLevel, create a workflow with an inbound webhook trigger and copy its URL. Paste the URL into your InsuranceQuoteWidget account, either agency-wide or on one calculator. Submit a test lead, then map the payload fields to contact fields, tags, custom fields and opportunities inside the workflow.
Store the calculator result in a custom field, so producers see the estimate on the contact record without opening the raw payload. Add the calculator name as a tag to drive line-specific follow-up.
Can each calculator use its own webhook?
Yes. A calculator with its own webhook sends there; any calculator without one uses the agency-wide webhook. That makes it simple to point long-term care leads at one workflow and HSA leads at another, or send a client's calculators to that client's own CRM if you are a marketer running several agencies.
When a calculator has no webhook of its own, nothing extra is needed: its leads follow the agency-wide URL automatically.
Why are attribution fields sent both nested and flat?
Convenience. The nested attribution object keeps everything together for developers, while flat utm_*, gclid, fbclid, msclkid, landing_page, referrer and first_touch_source fields map directly to CRM custom fields in HighLevel, Zapier or Make without parsing. You can then report leads by campaign and feed conversions back to ad platforms.
See lead attribution for how the tags are collected on your site.
Which plans include webhooks?
Webhooks are included on Agency and Enterprise. The Producer plan delivers leads by email alert and the built-in contacts list only. The insurance calculators are on every plan, so an agency that wants to send their leads into HighLevel by webhook needs Agency or Enterprise.
Upgrading from Producer does not change how leads reach your contacts or email; it adds the webhook on top.
FAQ
Questions agencies ask
Answers first, details after.
Is there a native HighLevel app?
No. The connection is a webhook into a HighLevel workflow with an inbound webhook trigger. It gives you full control over field mapping, tags and pipelines, and it works on any HighLevel account that can run workflows.
Can I connect an agency management system?
If it accepts a JSON POST over HTTPS, directly. If not, use Zapier or Make as the bridge: receive the webhook there, then use their connectors to create the record in your system.
What happens if my webhook endpoint is down?
The lead is still saved in your built-in contacts and the email alert still goes out, so nothing is lost on our side. Check your endpoint, then re-enter missing leads from contacts if needed.
Can I send the same lead to two places?
A lead posts to one webhook: the calculator's own, or the agency-wide one. To fan out, point it at a Zapier zap, Make scenario or HighLevel workflow that forwards to several destinations.
How do I tell new contacts from returning ones?
Check is_new_contact. It is false when the visitor was matched to an existing contact by email or phone, which lets your workflow skip the welcome sequence and notify the producer already working that household.
Are the calculator inputs sent with the lead?
Yes. The submission object contains the inputs and results the visitor saw, so a workflow can, for example, tag leads whose estimated coverage gap is above a threshold you set.
Do webhooks include the visitor's consent?
Consent is captured with the lead at the form. Keep your consent wording on file, and make sure your CRM follow-up, especially automated texts and calls, stays within what that wording covers.
Can I test a webhook before going live?
Yes. Embed the calculator on an unpublished or test page, submit a lead yourself, and watch it arrive in HighLevel, Zapier or Make. Use that sample to map fields.
Does the webhook use HTTPS?
Use an HTTPS endpoint. HighLevel, Zapier and Make all provide HTTPS webhook URLs, and leads contain personal details that should not travel unencrypted.
InsuranceQuoteWidget
Send your first lead to HighLevel today
Start a 14-day trial of Agency, paste your inbound webhook URL and submit a test lead.