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What is a webhook?

A webhook allows apps to send information to outside servers and systems in real time. For example, webhooks can be used to trigger actions outside an app after a user performs an action within the app. When used for testing purposes, webhooks are a vital tool for optimizing mobile marketing campaigns.

Webhooks and third parties

Webhooks can be used for sending data to external services, triggering third party APIs, or setting user attributes, e.g., when particular users have reached milestones. Webhooks can trigger messaging services to send cross-channel messaging that has been personalized based on user data from within an app as well as customer segments, e.g., location, demographic, and in-app behaviors.

Marketers can test webhooks using third party tools such as https://webhook.site.

How can webhooks be used for mobile marketing?

Using Leanplum’s Message Composer, webhooks can be sent after specific user actions, for example, reading a message. Alternatively, they can be used to trigger a third party service to take an action, such as sending an email, text message or Slack message, even storing information in a database. As a result, webhooks are ideal for multi-channel marketing campaigns that go beyond mobile.

For example, if a user completes a certain level within a gaming app, their account could be credited by a special promotion. If you typically see more mobile conversions from 18- to 35-year-old females on Fridays, you can set up automated email notifications to target this segment. Besides day of week, a trigger can be set based on other criteria, perhaps elapsed time since a previous conversion.

How to set up a webhook

In Leanplum, setting up a webhook involves parameters such as targeting based on segment criteria,  and delivery method. The latter includes options such as scheduled, based on user time zones or optimal conversion times, or triggered, based on specific actions taken with an app.

The Leanplum platform makes use of webhooks for A/B testing. Every piece of messaging, from push notifications to in-app messages and webhooks, can be tested to ensure users receive the most relevant content.