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Trigger surveys based on Pipedrive events

How to use Pipedrive Automations and automated webhooks to send a Retently survey whenever a specific event occurs in Pipedrive.

Written by Alex Bitca

Retently can send a survey automatically every time something happens in Pipedrive: a deal closes, a person is updated, or a stage changes. The setup connects a Pipedrive Automation to a Retently transactional campaign via an automated webhook.

Step 1: Create a Transactional Campaign in Retently

  1. In Retently, create a new survey campaign.

  2. Choose any metric (NPS, CSAT, CES) and set the survey channel to Email or In-App.

  3. Set the campaign type to Transactional (required). Transactional campaigns are designed to be triggered by external events.

  4. Configure your survey template, reminders, alerts, and any other settings.

  5. In the Trigger section, change the trigger option to Generic Webhook.

  6. Copy the webhook URL that appears. You will need it in Pipedrive.

Do not activate the campaign until you have finished the full setup and are ready to test with real or test contacts. If the campaign is active and a real contact matches the automation by accident, they will receive a survey.

Step 2: Create an Automated Webhook in Pipedrive

Pipedrive automations send data to external services using "automated webhooks." You need to register the Retently webhook URL here before you can use it in an automation.

  1. In Pipedrive, go to Settings and open the Automations section.

  2. Click Webhooks and then Automated webhooks.

  3. Click New automated webhook and give it a descriptive name (for example, "Retently Survey Trigger") so you can identify it later.

  4. In the Endpoint URL field, paste the Retently webhook URL you copied in Step 1.

  5. Append a trailing slash (`/`) to the end of the URL. Without it, Pipedrive will return an error when the webhook fires.

  6. Remove any pre-filled authorization headers. No authorization is needed.

  7. Save the webhook.

Step 3: Build a Pipedrive Automation

  1. In Pipedrive, go to Automations and create a new automation.

  2. Give it a clear name so you can identify it later.

  3. Choose a trigger (the Pipedrive event that will send a survey). Common examples:

    1. Deal stage changes to "Closed Won" or "Closed Lost"

    2. Person is updated and matches a filter

    3. Deal moves to a specific pipeline stage

  4. Add filters (optional): if you only want to survey a subset of contacts, add filter conditions here. For example, "Person's last name contains test" for a test run.

  5. Add an action: click the + button, choose Action, scroll down and select Webhook, then choose Send a webhook request and click Next.

  6. Leave the default settings on the following screen and click Next.

  7. Select the automated webhook you created in Step 2.

  8. Set the method to POST.

Step 4: Map Contact Fields

This step controls what data Pipedrive sends to Retently with each survey trigger. Each mapping has a Key (the Retently property name) and a Value (the Pipedrive field to pull from).

Required field

  • email - Person's primary email address

In Pipedrive, a person can have multiple email addresses. Retently only accepts one. Select the primary email: the first one listed on the person's profile.

Recommended fields

Add these to populate the contact record in Retently:

  • first_name - Person's first name

  • last_name - Person's last name

Company name

Pipedrive does not expose the account (organization) name as a mappable field in webhook actions. Only the account ID is available. You have two options:

  • Copy the company name to a custom field on the person record in Pipedrive and map that field.

  • Map the account ID to the `company` property in Retently as a temporary identifier.

Tags

To pass a Pipedrive person label as a tag in Retently:

  • tags - label

Use `label` (singular), not `labels` (plural). When you select `labels`, Pipedrive returns label IDs as numbers. When you select `label`, it returns the first label as readable text.

Custom properties

You can pass any Pipedrive field to a custom Retently contact property. First, create the property in Retently under Settings → Contact Attributes.

When mapping, write the property key exactly as it appears in Retently's system format: all lowercase, with spaces replaced by underscores. For example, a property displayed as "Pipedrive ID" in the UI should be written as `pipedrive_id` in the Key field.

Step 5: Save, Activate, and Test

  1. Review all field mappings, then click Apply and save the automation.

  2. Activate the automation in Pipedrive.

  3. Activate the campaign in Retently if you have not already.

  4. Trigger the event with a test contact (for example, update a person whose last name matches your test filter).

  5. Check the Outbox page in Retently. The survey should appear within a few seconds.

  6. Open the contact in Retently to confirm that all mapped properties (email, name, tags, custom fields) were received correctly.

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