Zapier Integration - SetterMaxer AI

Zapier integration is available on Standard and Pro plans.

Overview

The Zapier integration uses REST Hooks to send real-time events to your Zaps. When a lead is created or an appointment is booked, the event is delivered to Zapier instantly — no polling required.

Setup

1. Create an API key

Go to Organisation Settings → API Keys
Click Create API Key and give it a name
Copy the key (smx_live_...) — it’s shown only once

2. Connect in Zapier

Search for SetterMaxer AI in Zapier
Enter your API key when prompted
Zapier verifies the connection by calling the auth test endpoint

3. Create a Zap

Choose a SetterMaxer trigger event and connect it to any Zapier action (CRM, email, Slack, etc.).

Available triggers

Trigger	Event	Fires when
New Lead	`lead.contacted`	A person enters the funnel for the first time
Lead Info Updated by Agent	`lead.updated`	Your agent learns something about a lead
Appointment Booked	`appointment.booked`	An appointment is booked
Appointment Rescheduled	`appointment.rescheduled`	An existing appointment is moved
Conversation Handed Off	`conversation.handed_off`	A salesperson takes over from the AI
Follow-Up Sent	`conversation.followup_sent`	An automated follow-up is sent

Every trigger carries lead_id and the person’s full current record, so any Zap can create or update a CRM contact without a lookup step. New Lead follows first contact, not row creation. Importing a CSV creates contacts and fires nothing — though if automatic contact is on, those contacts do fire it later, as each outbound message is accepted for delivery. It fires once per person per agent, ever. Lead Info Updated by Agent covers everything the agent establishes: a captured detail, a tag applied in a conversation, a qualification result, the AI summary, or the lead score. changed_fields names what moved and previous carries the prior values of just those keys. This trigger asks you to pick an agent, because lead columns are configured per agent. You can then optionally pick fields to watch — leave it empty to receive every change, or select columns to be woken only when those change. Filtering here rather than with a Zapier Filter step means your Zap is not started for changes it would discard.

Edits you make by hand do not fire it — not in the Leads table, not in bulk, and not by import, API or Zapier. One bulk edit can cover a thousand contacts.

The two appointment triggers carry appointment_start, appointment_end, appointment_source and appointment_url, so a Zap can create a calendar entry or a dated CRM task directly. Appointment Rescheduled adds previous_appointment_start and previous_appointment_end for finding the entry a previous Zap run created. See Webhooks for the full payloads.

Sample payload

Each trigger provides sample data for field mapping in the Zap editor:

{
	"id": "evt_uuid",
	"type": "lead.contacted",
	"created_at": "2026-01-15T10:30:00.000Z",
	"organization_id": "uuid",
	"organization_name": "Acme Sales",
	"agent_id": 10000000,
	"agent_name": "Website Setter",
	"lead_id": "uuid",
	"data": {
		"conversation_id": "uuid",
		"channel": "website_widget",
		"initiated_by": "inbound",
		"visitor_token": "vtok_abc123",
		"lead": {
			"id": "uuid",
			"name": "Jane Doe",
			"email": "[email protected]",
			"phone": "+1234567890",
			"tags": ["automation", "demo-requested"],
			"qualification_status": "qualified",
			"lead_score": "hot",
			"lead_score_reason": "The lead requested a demo.",
			"lead_score_source": "ai",
			"source": "conversation",
			"channel": "website_widget",
			"custom_fields": { "fitness_goal": "Run a half marathon", "budget": 250 },
			"created_at": "2026-01-15T10:30:00.000Z",
			"updated_at": "2026-01-15T10:35:00.000Z"
		},
		"contacted_at": "2026-01-15T10:30:00.000Z"
	}
}

Map your CRM’s contact to lead_id. It identifies the person and is stable across everything they do. conversation_id identifies one conversation, and a person has one per channel — so someone who starts on your website widget and later books over WhatsApp arrives with a conversation_id you have never seen, but the same lead_id. conversation_id is the identifier shown as Conversation ID in the conversation details panel.

On New Lead, conversation_id is the conversation the contact was first captured in and is the one case where it can be empty — imported contacts have no conversation until they reply.

Available actions

Action	What it does
Create Lead	Adds a contact to one agent’s Leads table

Use it to send form submissions, CRM records or spreadsheet rows into SetterMaxer. Pick the agent from a dropdown; the Zap then shows that agent’s own lead columns as fields, including any custom ones you created.

Either an email address or a phone number is required. Without one the contact cannot be matched on a later submission and never appears in the Leads table.
Re-submitting is safe. If the agent already has a contact with that phone or email, the existing lead is updated rather than duplicated, and a blank field never overwrites a stored value. The created output tells you which happened.
Leads added this way do not count towards your monthly lead limit, and they do not fire the New Lead trigger — so pairing that trigger with this action cannot create a loop.
Fields must already exist as columns on the agent. Add the column in SetterMaxer first; a Zap cannot create one.

API endpoints

These endpoints are used by the Zapier app — you typically don’t call them directly.

Method	Endpoint	Purpose
`GET`	`/api/v1/zapier/auth/test`	Connection test
`POST`	`/api/v1/zapier/subscribe`	Create a webhook subscription
`DELETE`	`/api/v1/zapier/subscribe/{id}`	Remove a subscription
`GET`	`/api/v1/zapier/triggers/{event}/sample`	Get sample payloads
`GET`	`/api/v1/zapier/agents`	Agents in your organisation
`GET`	`/api/v1/zapier/agents/{id}/fields`	An agent’s lead columns
`GET`	`/api/v1/zapier/agents/{id}/watchable-fields`	Columns a `lead.updated` can watch
`POST`	`/api/v1/zapier/leads`	Create or update a lead

Authentication

All Zapier endpoints require an API key:

Authorization: Bearer smx_live_a1b2c3d4...

Also accepts X-Api-Key header.

Security

Target URL validation — Subscriptions only accept https://*.zapier.com URLs. Stolen API keys can’t create arbitrary outbound webhooks.
Cascade deletion — Revoking an API key automatically deletes all Zapier subscriptions created with that key.
Read-only in webhook UI — Zapier-managed subscriptions appear on the Webhooks page with a “Managed by Zapier” badge and cannot be edited there.

Limits

Limit	Value
Max API keys per org	10
Max live Zaps per org	50
Events per Zap trigger	1 — each Zap listens to a single event type

Each live Zap is one subscription, so the second row is effectively “up to 50 live Zaps per organisation”. A Zap trigger always listens to exactly one event type; to react to two events, build two Zaps.

​Overview

​Setup

​1. Create an API key

​2. Connect in Zapier

​3. Create a Zap

​Available triggers

​Sample payload

​Available actions

​API endpoints

​Authentication

​Security

​Limits

Overview

Setup

1. Create an API key

2. Connect in Zapier

3. Create a Zap

Available triggers

Sample payload

Available actions

API endpoints

Authentication

Security

Limits