Send a Webhook to HubSpot: Transform & Forward Any Payload

You have a service that fires webhooks — a form, a payment provider, a CI pipeline, a monitoring tool — and you want each event to create or update a contact in HubSpot. The problem: the HubSpot API won't accept the raw webhook. It expects its own JSON shape and authentication, and the payload your source sends never matches.

Webhook Relay sits in the middle. It receives the incoming webhook at a stable public URL, transforms the payload into the format HubSpot expects, and delivers it — no glue server, no Lambda, no maintenance.

How it works

1. Your source service POSTs its webhook to a Webhook Relay endpoint.
2. A transformation function parses the payload and builds a HubSpot API request.
3. Webhook Relay forwards it to HubSpot, and the record is created.

Step 1: Get your HubSpot credentials

You need a private app access token (HubSpot → Settings → Integrations → Private Apps) with CRM write scopes.

Step 2: Create a Webhook Relay output to the HubSpot API

Create a bucket with a public input, then add an output pointing at the HubSpot API:

• Output destination: https://api.hubapi.com/crm/v3/objects/contacts
• Headers:
  • Authorization: Bearer <your-private-app-token>
  • Content-Type: application/json

Step 3: Add a transformation function

Attach a function that reshapes the incoming webhook. HubSpot's CRM API expects a properties object whose keys are HubSpot contact properties (email, firstname, lastname, phone).

-- incoming payload is in r.RequestBody
local body = json.decode(r.RequestBody)

local contact = {
  properties = {
    email = body.email,
    firstname = body.first_name or body.name,
    lastname = body.last_name
  }
}

r:SetRequestBody(json.encode(contact))

Step 4: Point your source at the URL and test

Configure your source service's webhook to point at the Webhook Relay public URL. Trigger an event — or replay one from the Webhook Bin — and the record appears in HubSpot within seconds. If the API rejects the request, the Webhook Relay logs show HubSpot's exact error so you can fix the mapping.

Going further

• Fan out: send the same event to Salesforce or Slack at the same time with multiple destinations.
• Filter: use forwarding rules so only the events you care about reach HubSpot.
• Inspect first: see the raw payload in the Webhook Bin before writing the mapping.

Get started

Create a free Webhook Relay account and turn any webhook into HubSpot records — no servers to run. New to webhooks? Start with what is a webhook and how to transform webhooks.