Webhooks

Webhooks allow Sealmetrics to send real-time data to your servers or third-party services when specific events occur.

What Are Webhooks?

Webhooks are HTTP callbacks that send data when events happen:

Event occurs in Sealmetrics
         ↓
Webhook triggered
         ↓
HTTP POST to your URL
         ↓
Your server processes data

Accessing Webhook Settings

Go to Settings → Integrations → Webhooks
View configured webhooks

Available Webhook Events

Event	Trigger	Use Case
`conversion.created`	New conversion recorded	Update CRM, send to ad platforms
`anomaly.detected`	LENS detects anomaly	Alert systems, incident management
`anomaly.resolved`	Anomaly returns to normal	Close incident tickets
`report.generated`	Scheduled report ready	Notify team, archive report
`threshold.exceeded`	Metric crosses threshold	Real-time alerting

Creating a Webhook

Step 1: Add New Webhook

Click + Add Webhook
Configure basic settings:

Create Webhook
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Name: [Conversion to CRM                  ]

Endpoint URL:
[https://api.mycrm.com/webhooks/sealmetrics]

Events to send:
☑ conversion.created
☐ anomaly.detected
☐ anomaly.resolved
☐ report.generated
☐ threshold.exceeded

Active: ☑ Enable this webhook

Step 2: Configure Security

Security
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Signing Secret:
[whsec_abc123def456...]     [Regenerate]

This secret is used to sign webhook payloads.
Verify signatures to ensure requests are from Sealmetrics.

Custom Headers (optional):
+ X-API-Key: your-api-key
+ Authorization: Bearer token123
[+ Add Header]

Step 3: Configure Retry Policy

Retry Policy
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

On failure, retry:
● Up to [3] times
○ Don't retry (fire once)

Retry intervals:
  1st retry: 1 minute after failure
  2nd retry: 5 minutes after failure
  3rd retry: 30 minutes after failure

Consider failed after: [3] consecutive failures

Notification on persistent failure:
☑ Email: [admin@company.com]

Step 4: Test Webhook

Test Webhook
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Send a test payload to verify your endpoint works.

Event to test: [conversion.created        ▼]

[Send Test]

Result:
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━
✅ Success (200 OK)

Response time: 145ms
Response body: {"received": true}

Webhook Payloads

conversion.created

{
  "event": "conversion.created",
  "timestamp": "2024-01-15T14:32:00Z",
  "data": {
    "conversion_id": "conv_abc123",
    "account_id": "acc_xyz789",
    "type": "purchase",
    "amount": 149.99,
    "currency": "EUR",
    "order_id": "ORD-12345",
    "attribution": {
      "source": "google",
      "medium": "cpc",
      "campaign": "winter-sale",
      "model": "last_click"
    },
    "user": {
      "anonymous_id": "anon_123...",
      "country": "ES",
      "device": "mobile"
    },
    "custom_properties": {
      "product_category": "electronics",
      "coupon_used": "SAVE10"
    }
  }
}

anomaly.detected

{
  "event": "anomaly.detected",
  "timestamp": "2024-01-15T14:32:00Z",
  "data": {
    "anomaly_id": "anom_def456",
    "account_id": "acc_xyz789",
    "rule_id": "conversion_rate_drop",
    "rule_name": "Conversion Rate Drop",
    "severity": "critical",
    "metric": {
      "name": "conversion_rate",
      "current_value": 0.012,
      "baseline_value": 0.0185,
      "change_percentage": -35.1
    },
    "segments": {
      "device": {
        "mobile": {"change": -42},
        "desktop": {"change": -21}
      }
    },
    "links": {
      "dashboard": "https://app.sealmetrics.com/lens/anomaly/anom_def456",
      "investigate": "https://app.sealmetrics.com/lens/investigate/anom_def456"
    }
  }
}

threshold.exceeded

{
  "event": "threshold.exceeded",
  "timestamp": "2024-01-15T14:32:00Z",
  "data": {
    "threshold_id": "thresh_ghi789",
    "account_id": "acc_xyz789",
    "name": "Daily Revenue Target",
    "metric": "revenue",
    "condition": "below",
    "threshold_value": 5000,
    "current_value": 3450,
    "period": "today"
  }
}

Verifying Webhook Signatures

Sealmetrics signs all webhook payloads. Verify signatures to ensure authenticity.

Signature Header

X-Sealmetrics-Signature: sha256=abc123def456...
X-Sealmetrics-Timestamp: 1705320000

Verification Code

Python:

import hmac
import hashlib

def verify_webhook(payload: bytes, signature: str, timestamp: str, secret: str) -> bool:
    # Check timestamp is recent (prevent replay attacks)
    import time
    if abs(time.time() - int(timestamp)) > 300:  # 5 minute tolerance
        return False

    # Compute expected signature
    signed_payload = f"{timestamp}.{payload.decode('utf-8')}"
    expected = hmac.new(
        secret.encode('utf-8'),
        signed_payload.encode('utf-8'),
        hashlib.sha256
    ).hexdigest()

    # Compare signatures
    return hmac.compare_digest(f"sha256={expected}", signature)

# Usage in Flask
@app.route('/webhook', methods=['POST'])
def handle_webhook():
    signature = request.headers.get('X-Sealmetrics-Signature')
    timestamp = request.headers.get('X-Sealmetrics-Timestamp')

    if not verify_webhook(request.data, signature, timestamp, WEBHOOK_SECRET):
        return 'Invalid signature', 401

    data = request.json
    # Process webhook...
    return 'OK', 200

Node.js:

const crypto = require('crypto');

function verifyWebhook(payload, signature, timestamp, secret) {
  // Check timestamp is recent
  const now = Math.floor(Date.now() / 1000);
  if (Math.abs(now - parseInt(timestamp)) > 300) {
    return false;
  }

  // Compute expected signature
  const signedPayload = `${timestamp}.${payload}`;
  const expected = crypto
    .createHmac('sha256', secret)
    .update(signedPayload)
    .digest('hex');

  // Compare signatures
  return crypto.timingSafeEqual(
    Buffer.from(`sha256=${expected}`),
    Buffer.from(signature)
  );
}

// Usage in Express
app.post('/webhook', (req, res) => {
  const signature = req.headers['x-sealmetrics-signature'];
  const timestamp = req.headers['x-sealmetrics-timestamp'];

  if (!verifyWebhook(req.rawBody, signature, timestamp, WEBHOOK_SECRET)) {
    return res.status(401).send('Invalid signature');
  }

  const data = req.body;
  // Process webhook...
  res.status(200).send('OK');
});

Managing Webhooks

View Webhook Activity

Webhook: Conversion to CRM
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Status: ✅ Active
Created: January 1, 2024

Last 24 Hours:
  Deliveries: 234
  Successful: 231 (98.7%)
  Failed: 3 (1.3%)
  Avg Response: 145ms

Recent Deliveries:
─────────────────────────────────────────────────────
Time        Event                Status    Response
─────────────────────────────────────────────────────
14:32:00    conversion.created   ✅ 200    145ms
14:28:15    conversion.created   ✅ 200    132ms
14:15:42    conversion.created   ❌ 500    Retry 1/3
14:10:03    conversion.created   ✅ 200    156ms

Retry Failed Deliveries

Find failed delivery in history
Click Retry
Or click Retry All Failed to retry all

Pause Webhook

Temporarily stop sending without deleting:

Webhook Status
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

☐ Active (currently sending)

When paused:
• Events are NOT queued
• Events during pause are lost
• Resume anytime

[Pause Webhook]

Delete Webhook

Delete Webhook
━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━━

Are you sure you want to delete "Conversion to CRM"?

This will:
• Stop all webhook deliveries immediately
• Delete webhook configuration
• Delete delivery history

This cannot be undone.

[Cancel] [Delete Webhook]

Common Integrations

Slack

Send conversion notifications to Slack:

Create Slack Incoming Webhook in Slack App settings
Add webhook URL to Sealmetrics
Format payload for Slack (use a middleware service or custom endpoint)

Custom CRM

Send conversions to your CRM:

# Example: Receive conversion and create CRM contact
@app.route('/sealmetrics-webhook', methods=['POST'])
def handle_conversion():
    data = request.json

    if data['event'] == 'conversion.created':
        conv = data['data']

        # Create or update CRM contact
        crm.create_contact({
            'email': conv['custom_properties'].get('email'),
            'order_id': conv['order_id'],
            'revenue': conv['amount'],
            'source': conv['attribution']['source']
        })

    return 'OK', 200

Availability

Webhooks are available on Scale, Pro, and Enterprise plans.

Plan	Webhooks	Events/day
Scale	20	100,000
Pro	50	500,000
Enterprise	Unlimited	Unlimited

Events exceeding daily limits are dropped (not queued).

What Are Webhooks?​

Accessing Webhook Settings​

Available Webhook Events​

Creating a Webhook​

Step 1: Add New Webhook​

Step 2: Configure Security​

Step 3: Configure Retry Policy​

Step 4: Test Webhook​

Webhook Payloads​

conversion.created​

anomaly.detected​

threshold.exceeded​

Verifying Webhook Signatures​

Signature Header​

Verification Code​

Managing Webhooks​

View Webhook Activity​

Retry Failed Deliveries​

Pause Webhook​

Delete Webhook​

Common Integrations​

Slack​

Custom CRM​

Availability​