Your company runs on dozens of apps. Here's how to send every website chat lead to the ones you already use, with Zapier or a webhook.
Ask a sales or operations leader where a new lead should go, and you'll rarely get one answer. The CRM, obviously. But also the shared spreadsheet the regional managers check, the email to the account executive on duty, and the project board where onboarding starts.
That's normal now. Zylo, which sells software for managing SaaS subscriptions, reports in its 2026 SaaS Management Index that "the average company manages 305 SaaS applications". It's a vendor's number, so read it with that in mind. But the point stands: no chat tool will have a ready-made connector for every app your company runs on.
I build AI chat agents for a living, so I have a stake here. And the most common question I get after "can it answer our product questions?" is "can it send the lead to our system?" If your system isn't HubSpot, the honest answer is usually: connect your AI chatbot to Zapier, or use a webhook.
Why chat leads get stuck
A website chat is good at the first conversation. It answers questions at 10pm, asks qualifying questions and collects an email. But a lead that only exists in the chat tool's dashboard isn't really a lead yet. Someone has to notice it, copy it and paste it into the place your team actually works.
That copy-and-paste step is where leads go quiet. It depends on a person remembering, on a busy week, and on whoever covers the inbox when that person is on holiday.
How Zapier works, in one paragraph
If you haven't used it, Zapier connects apps without code. In Zapier's own words, "a Zap is an automated workflow that connects your apps and services together". Each Zap has a trigger, which is "an event that starts a Zap", and one or more actions that run after it. Each action your Zap completes counts as a task on your Zapier plan.
A hypothetical: one lead, four places
Picture an 80-person IT services firm. A facilities director chats on their site on a Sunday evening. She asks about managed support for three offices, says her budget is approved for next quarter and leaves her work email and phone number.
Here's where that firm wants the lead to land. A new row in the Google Sheet the regional managers review on Monday morning. A new contact in their CRM, which isn't HubSpot. An email to the sales lead for her region. And a task on the project board so pre-sales can prepare a site survey.
Doing that by hand is four logins and fifteen minutes, on a Monday when everyone is busy. With one Zap, it happens a few seconds after she types her email.
How we handle it: the Zapier integration
Our Zapier integration sends your chat leads to Zapier as soon as they're captured, and can also fire when a conversation ends, passing along a summary of the conversation. From there you can add it to a spreadsheet, CRM, email list or Slack, without code. It uses AtomicX Chat's own app in Zapier, so you don't need Zapier's Webhooks app. That matters because Zapier's plan table shows Webhooks by Zapier isn't available on its Free plan.
What counts as a lead
A lead is a conversation where the visitor shares an email address or phone number for the first time. Each conversation creates at most one lead, even if the visitor adds more details later. With the New Lead trigger, leads arrive in Zapier within a few seconds of being captured, without waiting for the conversation to end.
Each lead includes the visitor's Name, Email and Phone, the Page URL where the chat started, the Chat Name, a Created At time in UTC and a Conversation Link. It also includes Collected Data: every answer your workflow collected, by its data key. So if your chat asks about budget, you can map Collected Data Budget straight into a CRM field or a spreadsheet column.
Before you start
You need the Owner or Admin role in AtomicX Chat, a plan that includes Integrations, and a Zapier account. Your chat also needs to ask for an email or phone number, through a contact form or a workflow question.
Setup, step by step
- Create an API key. In AtomicX Chat, click Settings, open the Integrations tab and click Connect on the Zapier card. Enter a Key name, click Create API key and then Copy. The key is shown only once, so paste it somewhere safe.
- Connect in Zapier. Create a new Zap, search for AtomicX Chat and choose your trigger: New Lead fires as soon as a lead is captured, or pick the conversation-ended trigger if you'd rather wait for the full summary. Paste your key into API Key and continue.
- Test the trigger. Click Test trigger to pull in up to three recent leads. If there aren't any, start a test conversation, share an email address and try again. Pick one lead as sample data.
- Add your actions and publish. Add an action, for example Google Sheets → Create Spreadsheet Row, map the lead fields and publish the Zap. To reach several tools, add more actions to the same Zap, or create several Zaps with the same trigger.
Back in AtomicX Chat, the Active Zaps count goes up by one for each Zap that uses the trigger. If it stays at 0 while your Zap is on, turn the Zap off and on again in Zapier.
When you need more than leads: webhooks
Zapier gives you the lead and a summary of the conversation. If you want the full message-by-message transcript, or you want to know when a person takes over a chat, use our Webhook integration. It sends conversation events to your own system as they happen, and it works with CRMs, ticketing tools, or automation tools like Make or n8n.
You set it up under Settings → Integrations on the Webhook card. Enter your Webhook URL, choose an Authentication method and tick the events you want: New conversations started, Conversations completed and Conversations transferred to human. Then choose what to include. Include message history adds the transcript, and Include conversation metadata adds the visitor's contact details and collected answers. Click Test Webhook, then Save Configuration.
The trade-off is that someone needs to build the endpoint that receives the data. Zapier needs no code. A webhook needs a developer, or at least someone comfortable with Make or n8n.
Limits and trade-offs
- Not retroactive. Conversations that already had contact details before you created the Zap aren't sent.
- It's in Beta. Our integrations page marks Zapier as Beta, which means we're still improving it.
- Treat the API key like a password. Anyone with it can read recent leads. Use one key per team or purpose, so you can Revoke one without breaking every Zap. Revoking stops the connected Zaps immediately.
- The conversation link needs a login. The Conversation Link only opens for people who can sign in to AtomicX Chat.
- Zapier has its own costs. Each completed action counts as a Zapier task, so a Zap with four actions can use four tasks for every lead. Check your Zapier plan.
- Webhooks need a public HTTPS endpoint. Private and local addresses are blocked. If your endpoint doesn't answer in time, we retry for about two and a half hours, then drop the event. Duplicates can happen, so deduplicate on conversationId plus eventType.
- Only send what you need. Contact details, IP addresses and transcripts are personal data. Tick only the data options your system actually uses.
The bigger pattern
The tools a company already uses aren't going away, and a chat agent shouldn't ask anyone to change them. The job of the chat is to have a good first conversation. The job of the integration is to make sure that conversation lands where your team works, complete, without anyone retyping it.
If you use HubSpot, we have a direct HubSpot integration. For everything else, start with one Zap and one destination, and add more once you trust it. Want to see a chat lead land in your own tools? Book a 20-minute demo, or read the Zapier setup guide first.