Lead HTTP POST JSON Body Example

This page provides a sample JSON payload used when leads are delivered via HTTP POST. This format is typically used for webhook-based integrations that send lead data directly to a CRM, API endpoint, or backend system in real time.

Each section of the JSON payload contains details about the visitor, website, conversion event, and associated lead metadata.

{
  "visitor": {
    "name": "Example Visitor",
    "email": null,
    "phone": "(000) 000-0000",
    "last_name": "Visitor",
    "first_name": "Example",
    "anonymous_id": "00000000-0000-0000-0000-000000000000",
    "profile_link": "https://example.link/u/00000000000000"
  },
  "website": {
    "url": "https://www.examplesite.com/",
    "name": "Example Dealer",
    "token": "00000000000000000000000000",
    "industry": "automotive",
    "platform_url": "https://exampleplatform.sitepltfrm.com",
    "reporting_label": "",
    "third_party_website_id": null
  },
  "lead_token": "00000000000000000000000000000000",
  "lead_comments": "Click for full customer profile:\nhttps://example.link/u/00000000000000\nCustomer converted using Example SiteID 1 Tap Lead Button: Request Information\nCustomer has been sent the following message: https://example.link/u/00000000000000 Thank you for choosing Example Dealer.\n\n",
  "conversion_page": {
    "url": "https://www.examplesite.com/example-page.htm",
    "vin": null,
    "make": null,
    "trim": null,
    "year": null,
    "model": null,
    "stock": null,
    "title": "Example Conversion Page Title | Example Dealer",
    "image_url": null,
    "new_used_category": null
  },
  "conversion_offer": {},
  "conversion_button": {
    "cta": "Request Information",
    "label": "Request Information",
    "disclaimer": "By submitting this form you agree to receive communications related to this offer. Message and data rates may apply. You can reply STOP at any time to unsubscribe.",
    "information": "Click here to learn more about this offer",
    "reply_message": "https://example.link/u/00000000000000 Thank you for choosing Example Dealer."
  }
}

All identifiers have been replaced with placeholder values to illustrate structure only. The example accurately represents the expected field names and JSON hierarchy and can be safely used in public documentation or developer references.

Field	Description
`visitor`	Information about the site visitor who converted (name, phone, email, anonymous ID, profile link).
`website`	Metadata about the website where the conversion occurred — includes site URL, business name, and tracking token.
`lead_token`	Unique identifier for this lead submission.
`lead_comments`	Notes or contextual information from the user action (e.g., the button clicked or messages sent).
`conversion_page`	The page on which the lead was generated, including title, URL, and optional vehicle info.
`conversion_offer`	Empty if no offer was claimed; populated when a promotional or form-based offer triggers the lead.
`conversion_button`	Details of the button or call-to-action used to submit the lead (CTA text, disclaimer, etc.).

HTTP details:
Method: POST
Header: Content-Type: application/json
Body: JSON payload as shown above

Notes:

“make,” “model,” and similar fields only appear if the conversion occurs on a vehicle or product detail page.
Either “conversion_offer” or “conversion_button” will be included depending on what was claimed.
Null values appear when data is unavailable or not applicable.