# Incoming Webhook

> An inbound notification that delivers event or conversion data INTO AnyTrack from an external application, posted to a unique AnyTrack collect URL.

An incoming (inbound) webhook lets an external application send data **into** AnyTrack in real time by posting to a unique AnyTrack collect URL. AnyTrack uses it to receive conversions and events from apps that aren't tracked client-side — Stripe, HubSpot, custom apps, and eCommerce platforms.

## What an incoming webhook means for each marketer

- **Affiliate marketer:** Not the usual path — networks notify via a [Postback URL](/glossary/postback-url).
- **eCommerce marketer:** How server-side store events (Shopify order webhooks) reach AnyTrack.
- **Lead-gen marketer:** How CRM and checkout events arrive, often reshaped through Zapier or Make first.
- **Business owner:** The "data coming in" side of AnyTrack.

## Incoming webhook vs outgoing webhook vs Postback URL

- [Outgoing Webhook](/glossary/outgoing-webhook) — opposite direction (data leaves AnyTrack).
- [Postback URL](/glossary/postback-url) — a network-specific, Click-ID-keyed *kind* of incoming notification, not the generic JSON-payload webhook.

## How AnyTrack uses incoming webhooks

Integration webhooks that bring conversions in — such as the Shopify webhooks — are included on **all** plans (Free included), because they are an *incoming* channel. When a source app's payload doesn't match AnyTrack's expected format, a middle layer (Zapier or Make) reshapes it before posting to the incoming webhook URL.