Connect Zapier Webhook
Send Bread & Butter lead data into a Zap when a lead reaches your trigger, and from there to thousands of other apps.
In short: Zapier connects two ways. The Zapier App is set up inside Zapier; a Zapier Webhook, covered here, is set up in Bread & Butter and pushes to a Catch Hook URL. You choose which leads are sent (a lead stage, or a funnel you've saved) and what to send: the List (name, email and profile link, sent as soon as we capture the email address), the Intelligence Brief (sent once the visit ends, so the research and User Journey Summary are complete), or the Intelligence Stream (the Brief plus the full history behind it). Each Zapier Webhook integration feeds one Zap.
Step 1: Create a Catch Hook in Zapier
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In Zapier, click + Create and choose Zap workflows.
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For the trigger, search for Webhooks and select it.
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For Event, choose Catch Hook, then click Continue twice.
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Copy Your webhook URL. Leave this Zapier tab open; you'll come back to Test trigger in the next step.
Step 2: Create the integration in Bread & Butter
- In Bread & Butter, open Integrations, choose the Zapier tile, then Webhooks by Zapier.
- Integration name: a name your team will recognize, like "Zapier - Engaged Leads".
- Zapier Endpoint: paste the URL from step 1.
- Trigger: choose which leads are sent, either a lead stage (Engaged Lead is the default) or a funnel you've saved.
- What to send: List, Intelligence Brief or Intelligence Stream. Which of these you can choose depends on your plan; Integrations and Automation has the full matrix.
- Click Test Connection, go back to Zapier and click Test trigger. You should see the test request. If you don't, check the endpoint you pasted and try again.
- Click Save & close in Bread & Butter, then finish your Zap's action in Zapier (Zapier's guide) and publish it.
Each Zapier Webhook integration connects to one Zap. For a second Zap, create a second integration.
When leads are sent
Leads are only sent once we've captured their email address. The List goes out immediately. The Intelligence Brief and Intelligence Stream go out once the visit ends, which can take up to an hour after the lead's last activity, because that's when the User Journey Summary and research are complete. When the lead comes back, the Brief or Stream is sent again after that visit ends.
If your account runs out of credits, an integration set to the Intelligence Brief or Intelligence Stream keeps sending it in the same format, so your Zap's field mappings keep working. The lead's name and email are filled in, and every researched field arrives as null . The delivery also carries out_of_credits: true and a notice field that reads "Your Bread & Butter account is out of credits. Add Bread & Butter credits to resume the full Intelligence Brief." Nothing is held back to send later. See How Credits work.
What arrives in your Zap
Every delivery starts with two fields:
| Field | Description |
|---|---|
event |
Which payload this is: basic_list , intelligence_brief or intelligence_stream |
schema_version |
The payload format version. Currently 1 . |
Every other field is listed in Field Mapping Definitions.