Webhook

What it is#

A webhook is an automated HTTP request that one system sends to another the moment a defined event occurs. Where a traditional integration polls — asking "anything new?" on a schedule — a webhook is the reverse: the source system pushes the update the instant it happens, with no one asking.

The mental model: a polled connector calls to check the mail; a webhook is the mail carrier ringing the bell.

Why it matters for agencies#

In a reporting context, webhooks do two jobs:

• The universal fallback. No reporting tool has a native data connector for every platform an agency might touch. A webhook is the escape hatch — any source that can send an HTTP request can feed data into the report, even with no purpose-built integration.
• The trigger. Webhooks can also start things. A webhook fired by an external event — a campaign ending, a billing cycle closing, a milestone hitting — can trigger a brief to render and deliver, instead of waiting for a fixed date.

For agencies, the webhook is what keeps a long-tail or niche tool from forcing a return to manual export.

In SendBriefs specifically#

SendBriefs accepts inbound webhooks as a connector — so a source with no native integration can still populate a live data token — and supports event-triggered delivery alongside scheduled delivery, so a brief can ship on a date or on an event.