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How to send your website form leads to TraceClose

Updated September 28, 2026

Step by step

1. Create the Site connection

   In Settings › Integrations › New connection, choose the Site platform. The Lead source and Website visits functions come checked; uncheck the one you won’t use.

2. Generate and keep the secret

   Click Generate secret and then Copy secret. Keep it on the website’s server: after you save, it isn’t shown again.

3. Hand it to whoever runs the website

   Click the connection name. The screen shows the Webhook URL and the How to send from your website guide, with the Copy example button.

4. Test with a lead

   Submit a test entry through the form and check that the lead shows up in the Kanban.

Who it’s for

For anyone who captures leads on their website (sign-up, quote, booking, checkout) and wants to see ROAS by campaign, ad set and ad with the real sale, even when the customer never goes through WhatsApp. It works with your own code and with automation tools that can make an HTTP call.

What the website sends

• Lead ("event": "lead"): the externalId (the ID in your system) and the email or phone. Optional: name, date (occurredAt) and the source in attribution: UTMs, fbclid, fbc, fbp, gclid, landing page, the pixel eventId, browser, IP and the visits tag visitorId.
• Sale ("event": "sale"): the order’s externalId, the lead (by leadExternalId, email or phone), amountMinor and currency.

amountMinor is the amount in the currency’s minor unit, with no decimal point: $499.00 is sent as 49900 with currency USD.

Securing the requests

Only the website’s server calls the webhook, never the browser. Each request carries the x-traceclose-signature header with sha256= and the HMAC-SHA256 of the body or, if your tool can’t compute HMAC, Authorization: Bearer with the secret. Responses: 200 received (including repeats), 401 invalid signature or connection, 400 body in the wrong format (the faulty field is pointed out). On a 5xx or network error, send it again: the same delivery never enters twice.

What happens in TraceClose

• The lead is looked up by ID, then by phone, then by email. If it isn’t found, it’s created in the entry stage and assigned by the rotation.
• An existing lead keeps its salesperson and only gets the missing data. The source is only added if it didn’t have one yet (first touch wins).
• With an identified ad, fbclid, gclid or fbc, the lead is Paid traffic with the Website (UTMs) method. With UTMs only, it’s Organic.
• The sale is credited to the originating salesperson, moves the lead to the won stage and, if that stage has Purchase and conversion sending is on, generates the event for Meta.
• Sending the same lead or the same sale again never creates duplicates.

If your website already fires Lead or Purchase through the Meta pixel, send the same event_id in eventId: Meta drops the duplicate. Without eventId, don’t fire the same event through the pixel, or it counts twice.

Example

Fictional example: Example Co. receives a quote request from Maria (maria@example.com) through its form, coming from ad 120200000000000003. The server sends lead signup-1001 with the UTMs. Two days later, the checkout sends sale order-5001 with amountMinor: 49900 and USD. Maria moves to the won stage, the $499.00 sale goes into the ad’s revenue and Purchase goes out to Meta.

Didn’t work? See…

• 401 on everything: the secret doesn’t match the saved one, the connection is disabled or the URL belongs to another connection. Lost the secret? Generate a new one in Edit and replace it on the website.
• 400: the email or phone is missing, or the amount came with a comma or decimals.
• A sale that arrived before its lead: TraceClose retries for a few minutes and, if it still can’t find it, creates the lead from the sale’s contact.
• The event doesn’t reach Meta: the sale doesn’t show up in Meta.

Frequently asked questions