Webhook payload reference

IntentLoom sends an HTTPS POST request when a new Reddit lead meets your notification threshold. The request body is UTF-8 JSON and describes either a Reddit post lead or a Reddit comment lead.

To start receiving events, add an HTTPS endpoint under Notifications → Webhook in the IntentLoom dashboard. Notification settings apply across all projects in your account. Events are sent in real time; leads created before you configure the webhook are not sent retroactively.

`lead.created` envelope

Every real event uses the same top-level envelope.

Field	Type	Description
`id`	UUID string	Unique event ID.
`type`	string	Event type. Currently always `lead.created`.
`version`	string	Payload schema version. Currently `v1`.
`occurred_at`	string	UTC timestamp in ISO 8601 format.
`project`	object	Project associated with the lead.
`lead`	object	Immutable snapshot of the lead at event creation time.

Project fields

Field	Type	Description
`project.id`	UUID string	IntentLoom project ID.
`project.name`	string	Project name at event creation time.

Common lead fields

Field	Type	Description
`lead.id`	UUID string	ID of the post lead or comment lead.
`lead.kind`	string	`reddit_post_lead` or `reddit_comment_lead`.
`lead.relevance_score`	number	Relevance score that met your notification threshold.
`lead.source_type`	string	`lead` for keyword-driven discovery or `competitor` for competitor monitoring.
`lead.match_reason`	string	Explanation recorded when IntentLoom qualified the lead. It can be empty.
`lead.trigger`	object	Keyword and competitor context that triggered discovery.
`lead.post`	object	Reddit post data. Its fields depend on `lead.kind`.
`lead.comment`	object	Reddit comment data. Present only when `lead.kind` is `reddit_comment_lead`.

Trigger fields

Field	Type	Description
`lead.trigger.keyword`	string or `null`	Matched project keyword, when available.
`lead.trigger.competitor`	string or `null`	Competitor website associated with the match, when applicable.

Note

Treat trigger fields as optional context. Older or indirectly matched leads can contain null for either value.

Reddit post lead

For reddit_post_lead, the post object contains the post title, content excerpt, author, subreddit, and Reddit URL.

Post fields

Field	Type	Description
`lead.post.title`	string	Reddit post title.
`lead.post.body_excerpt`	string	First 1,000 characters of the post body. It can be empty.
`lead.post.subreddit`	string	Subreddit name as supplied by Reddit, for example `r/startups`.
`lead.post.author`	string	Reddit author name.
`lead.post.source_url`	string	Absolute URL for the Reddit post.

Example


{
  "id": "92e2d460-45b8-4bc7-a0d3-384faf4095d4",
  "type": "lead.created",
  "version": "v1",
  "occurred_at": "2026-07-27T08:15:30.123456Z",
  "project": {
    "id": "10cdf591-16c6-4054-a8f7-d9a6123eb371",
    "name": "Acme Scheduler"
  },
  "lead": {
    "id": "e11097bf-f65f-42ee-bb23-c62a24d8040d",
    "kind": "reddit_post_lead",
    "relevance_score": 85.0,
    "source_type": "lead",
    "match_reason": "The author is actively looking for a scheduling tool for a small team.",
    "trigger": {
      "keyword": "scheduling tool",
      "competitor": null
    },
    "post": {
      "title": "Looking for a scheduling tool",
      "body_excerpt": "Can anyone recommend a scheduling tool for a small team?",
      "subreddit": "r/startups",
      "author": "alice",
      "source_url": "https://www.reddit.com/r/startups/comments/abc123/looking_for_a_scheduling_tool/"
    }
  }
}

Reddit comment lead

For reddit_comment_lead, the post object identifies the parent Reddit thread and a separate comment object contains the matched comment.

Parent post fields

Field	Type	Description
`lead.post.title`	string	Title of the parent Reddit post.
`lead.post.subreddit`	string	Subreddit name as supplied by Reddit.
`lead.post.source_url`	string	Reddit URL stored for the matched comment thread. In V1, this is the same URL as `lead.comment.source_url`.

Comment fields

Field	Type	Description
`lead.comment.body_excerpt`	string	First 1,000 characters of the matched comment. It can be empty.
`lead.comment.author`	string	Reddit comment author name.
`lead.comment.source_url`	string	Absolute URL for the Reddit comment.

Example


{
  "id": "d78457a4-e282-4e1c-bc93-531583453c56",
  "type": "lead.created",
  "version": "v1",
  "occurred_at": "2026-07-27T09:42:11.478901Z",
  "project": {
    "id": "10cdf591-16c6-4054-a8f7-d9a6123eb371",
    "name": "Acme Analytics"
  },
  "lead": {
    "id": "97c0387e-5900-43a0-8c20-486c19f66498",
    "kind": "reddit_comment_lead",
    "relevance_score": 91.0,
    "source_type": "competitor",
    "match_reason": "The commenter is comparing analytics products within the project's target budget.",
    "trigger": {
      "keyword": "product analytics",
      "competitor": "https://competitor.example.com"
    },
    "post": {
      "title": "Best analytics platform for a small SaaS?",
      "subreddit": "r/SaaS",
      "source_url": "https://www.reddit.com/r/SaaS/comments/xyz789/best_analytics_platform/c1_example/"
    },
    "comment": {
      "body_excerpt": "We need product analytics under $100 per month and are comparing a few options.",
      "author": "bob",
      "source_url": "https://www.reddit.com/r/SaaS/comments/xyz789/best_analytics_platform/c1_example/"
    }
  }
}

Idempotency

Note

Use the body id as your idempotency key. Store it after processing the event so retry deliveries remain safe to handle.

The header and body IDs identify the event, not an individual delivery attempt.

Important

Send a 2xx response after the event has been accepted for processing.

Response and retry behavior

Your endpoint should respond within 10 seconds.

Response or failure	IntentLoom behavior
Any `2xx` response	Marks the delivery successful.
`408`, `425`, `429`, any `5xx`, timeout, or network failure	Retries the delivery.
Any `3xx` response	Marks the delivery failed. Redirects are not followed.
Most other `4xx` responses	Marks the delivery failed without an automatic retry.

A retryable delivery is attempted at most five times. The delays after the first four failed attempts are approximately 1 minute, 5 minutes, 30 minutes, and 2 hours. After 10 consecutive deliveries reach a final failed state, IntentLoom pauses the webhook destination. You can inspect delivery history, retry eligible failures, and resume a paused destination from the dashboard.

Version handling

Use the version field to choose the parser for an event. For v1:

accept fields you recognize and ignore unknown fields;
branch on lead.kind before reading kind-specific fields;
do not assume nullable trigger values are present; and
preserve the event ID when passing the event to downstream systems.

Webhook payload reference

lead.created envelope

Project fields

Common lead fields

Trigger fields

Reddit post lead

Post fields

Example

Reddit comment lead

Parent post fields

Comment fields

Example

Idempotency

Response and retry behavior

Version handling

`lead.created` envelope