Clay Webhooks & Events

Overview

Clay's event-driven architecture has two webhook patterns: (1) Inbound webhooks -- you POST data into Clay tables via unique webhook URLs, and (2) Outbound HTTP API columns -- Clay POSTs enriched data to your endpoint after enrichment completes. This skill covers both patterns with production-ready handlers.

Prerequisites

• Clay table with webhook source configured (for inbound)
• Clay table with HTTP API enrichment column (for outbound)
• HTTPS endpoint accessible from the internet
• Familiarity with Express.js or similar framework

Instructions

Step 1: Inbound Webhook -- Send Data into Clay

Every Clay table has a unique webhook URL. When you POST JSON to this URL, a new row appears in the table.

// src/clay/inbound.ts — send data into Clay tables
class ClayInboundWebhook {
  constructor(
    private webhookUrl: string,
    private submissionCount: number = 0,
    private readonly LIMIT: number = 50_000,
  ) {}

  async sendRow(data: Record<string, unknown>): Promise<void> {
    if (this.submissionCount >= this.LIMIT) {
      throw new Error(`Webhook exhausted (${this.LIMIT} submissions). Create a new webhook in Clay.`);
    }

    const res = await fetch(this.webhookUrl, {
      method: 'POST',
      headers: { 'Content-Type': 'application/json' },
      body: JSON.stringify(data),
    });

    if (!res.ok) {
      throw new Error(`Clay webhook failed: ${res.status} ${res.statusText}`);
    }

    this.submissionCount++;
  }

  async sendBatch(rows: Record<string, unknown>[], delayMs = 200): Promise<{ sent: number; failed: number }> {
    let sent = 0, failed = 0;
    for (const row of rows) {
      try {
        await this.sendRow(row);
        sent++;
      } catch {
        failed++;
      }
      await new Promise(r => setTimeout(r, delayMs));
    }
    return { sent, failed };
  }
}

// Usage
const webhook = new ClayInboundWebhook(process.env.CLAY_WEBHOOK_URL!);
await webhook.sendRow({
  email: 'cto@acme.com',
  domain: 'acme.com',
  first_name: 'Jane',
  last_name: 'Doe',
  source: 'website-form',
});

Step 2: Outbound Callback -- Receive Enriched Data from Clay

Clay's HTTP API enrichment column POSTs data to your endpoint after enrichment runs. Set up a handler:

// src/clay/outbound-handler.ts — receive enriched data from Clay
import express from 'express';
import crypto from 'crypto';

const app = express();
app.use(express.json({ limit: '1mb' }));

// Signature verification middleware
function verifyClaySignature(req: any, res: any, next: any) {
  const signature = req.headers['x-clay-signature'];
  const secret = process.env.CLAY_WEBHOOK_SECRET;

  if (secret && signature) {
    const expected = crypto.createHmac('sha256', secret)
      .update(JSON.stringify(req.body))
      .digest('hex');

    if (!crypto.timingSafeEqual(Buffer.from(signature), Buffer.from(expected))) {
      return res.status(401).json({ error: 'Invalid signature' });
    }
  }
  next();
}

// Main callback endpoint
app.post('/api/clay/enriched', verifyClaySignature, async (req, res) => {
  // Respond 200 immediately — Clay expects fast response
  res.json({ received: true, timestamp: new Date().toISOString() });

  // Process enriched data async
  try {
    await processEnrichedLead(req.body);
  } catch (err) {
    console.error('Failed to process enriched lead:', err);
  }
});

interface EnrichedLead {
  email?: string;
  first_name?: string;
  last_name?: string;
  company_name?: string;
  job_title?: string;
  employee_count?: number;
  industry?: string;
  linkedin_url?: string;
  icp_score?: number;
  personalized_opener?: string;
}

async function processEnrichedLead(lead: EnrichedLead): Promise<void> {
  // Route based on ICP score
  if (lead.icp_score && lead.icp_score >= 80 && lead.email) {
    await pushToOutreachSequence(lead);
  } else if (lead.icp_score && lead.icp_score >= 50) {
    await addToNurtureCampaign(lead);
  } else {
    console.log(`Low-score lead skipped: ${lead.email} (score: ${lead.icp_score})`);
  }
}

Step 3: Configure the HTTP API Column in Clay

In your Clay table, add an HTTP API enrichment column:

1. + Add Column > HTTP API
2. Method: POST
3. URL: https://your-app.com/api/clay/enriched
4. Headers:
   • Content-Type: application/json
   • X-Clay-Signature: {{shared-secret-hash}} (optional)
5. Body (map Clay columns to your schema):

{
  "email": "{{Work Email}}",
  "first_name": "{{first_name}}",
  "last_name": "{{last_name}}",
  "company_name": "{{Company Name}}",
  "job_title": "{{Job Title}}",
  "employee_count": "{{Employee Count}}",
  "industry": "{{Industry}}",
  "linkedin_url": "{{LinkedIn URL}}",
  "icp_score": "{{ICP Score}}",
  "personalized_opener": "{{Personalized Opener}}"
}

6. Conditional run: ISNOTEMPTY(Work Email) AND ICP Score >= 50
7. Auto-run on new rows: ON

Step 4: Idempotent Processing

Clay may retry failed HTTP API calls. Ensure idempotent handling:

// src/clay/idempotency.ts
const processedSet = new Set<string>();

function getIdempotencyKey(lead: EnrichedLead): string {
  return crypto.createHash('sha256')
    .update(`${lead.email}:${lead.company_name}:${Date.now().toString().slice(0, -4)}`)
    .digest('hex');
}

async function processIdempotent(lead: EnrichedLead): Promise<boolean> {
  const key = getIdempotencyKey(lead);
  if (processedSet.has(key)) {
    console.log(`Duplicate callback skipped: ${lead.email}`);
    return false;
  }
  processedSet.add(key);
  await processEnrichedLead(lead);
  return true;
}

Step 5: Integration with External Services

// src/clay/integrations.ts — push enriched leads to downstream tools

// Zapier webhook trigger
async function triggerZapier(lead: EnrichedLead): Promise<void> {
  await fetch(process.env.ZAPIER_WEBHOOK_URL!, {
    method: 'POST',
    headers: { 'Content-Type': 'application/json' },
    body: JSON.stringify(lead),
  });
}

// Slack notification for high-value leads
async function notifySlack(lead: EnrichedLead): Promise<void> {
  if (!lead.icp_score || lead.icp_score < 90) return;

  await fetch(process.env.SLACK_WEBHOOK_URL!, {
    method: 'POST',
    headers: { 'Content-Type': 'application/json' },
    body: JSON.stringify({
      text: `Hot lead from Clay: ${lead.first_name} ${lead.last_name} (${lead.job_title}) at ${lead.company_name} - ICP Score: ${lead.icp_score}`,
    }),
  });
}

Error Handling

Issue	Cause	Solution
Webhook returns 404	URL expired or table deleted	Re-create webhook in Clay table
HTTP API column shows error	Your endpoint unreachable	Verify HTTPS URL is publicly accessible
Duplicate callbacks	Clay retried failed request	Implement idempotency (Step 4)
Webhook 50K limit hit	High volume usage	Create new webhook on same table
Callback timeout	Slow processing	Respond 200 immediately, process async

Resources

• Clay University -- Webhook Integration Guide
• Clay University -- HTTP API Integration
• Clay University -- Using Clay as an API

Next Steps

For performance optimization, see clay-performance-tuning.