Clay

What It Does

Pushes all available visitor data to a Clay table webhook when a workflow fires. Data is flattened into a single-level JSON object that maps directly to Clay table columns, ready for enrichment and routing.

Authentication

Webhook URL + optional auth token. When adding Clay as a connection step in an automation, enter your Clay webhook URL (must start with https://api.clay.com/) and optionally add an authentication token for secure delivery.

Data Sent to Clay

All visitor data is sent as a flat JSON object. Every available field is included:

Identity

Field	Type
person_id	String
name	String
first_name	String (derived)
last_name	String (derived)
profile_picture_url	String
linkedin_url	String
gender	String
age_min	Number
age_max	Number

Address

Field	Type
address_street	String
address_city	String
address_state	String
address_zip	String
address_country	String
location	String (composite: city, state, country)

Contact

Field	Type
work_email	String (first work email)
personal_email	String (first personal email)
work_phone	String (first work phone)
personal_phone	String (first personal phone)
work_emails	Array (all work emails with validity)
personal_emails	Array (all personal emails with validity)
work_phones	Array (all work phones with type)
personal_phones	Array (all personal phones with type)

Employment

Field	Type
job_title	String
company_name	String
company_logo_url	String
company_linkedin_url	String
company_industry	String
company_revenue_min	Number
company_revenue_max	Number
company_headcount	Number

Engagement

Field	Type
total_sessions	Number
total_pageviews	Number
total_time_on_site	Number
last_seen_at	DateTime (ISO)
visited_pages	Array of strings

Attribution

Field	Type
latest_utm_source	String
latest_utm_medium	String
latest_utm_campaign	String
latest_utm_term	String
latest_utm_content	String
latest_entry_path	String
latest_exit_path	String

Audiences

Field	Type
active_audiences	Array of strings

Key Behaviors

• All data included — Every available visitor field is sent in every request. Missing fields are set to null or empty arrays.

• No deduplication — Clay handles deduplication on their end. Every workflow trigger sends a request.

• Flat structure — Nested data (emails, phones) is sent both as shortcut fields (first value) and as full arrays.

• Optional authentication — If an auth token is configured, it is sent via the x-clay-webhook-auth header.

• URL validation — The webhook URL must start with https://api.clay.com/ to prevent misconfiguration.

Using with Workflows

1. Create a Clay table with a webhook source

2. Connect Clay in Midbound and paste the webhook URL

3. Create a workflow triggered by audience entry or new visit

4. All matching visitor data flows into your Clay table automatically

Related

• Integrations Overview