A webhook is an HTTP request that your system sends automatically when something happens. Instead of checking whether a ticket was purchased every five minutes, your ticketing system can push that information to your CRM, email platform, or spreadsheet the moment it occurs.
For event organizers, this matters because the data generated by your ticketing system does not live in isolation. You need ticket purchases to appear in your CRM. You need check-in data to update your attendee list. You need refunds to trigger a follow-up email sequence. Without webhooks, all of this requires manual exports, copy-paste, or custom-built polling scripts.
With webhooks, these workflows run automatically — the moment a ticket is sold, validated, or cancelled, the relevant data goes exactly where it needs to go.
Triggered when a customer completes a ticket order. Useful data: order ID, customer name and email, ticket type, ticket codes, purchase timestamp, quantity.
Typical automations:
Triggered when a ticket code is scanned at the entrance. Useful data: ticket code, scan timestamp, entrance zone, validation result, event ID.
Typical automations:
Triggered when a ticket is cancelled or an order is refunded. Useful data: ticket code, cancellation timestamp, refund amount, customer details.
Typical automations:
With the Event Tickets with Ticket Scanner plugin, webhook configuration happens directly in the plugin settings. You enter the target URL — the endpoint that should receive the data — and select which events should trigger it.
Before entering a webhook URL, you need somewhere for the data to go. Common options:
Navigate to the plugin settings in your WordPress admin. In the Webhooks section, enter the URL from your automation platform and select the event triggers you want. Save the settings.
Use the built-in test function to send a sample payload to your endpoint. Check that your automation platform receives it and that the data structure matches your expectations.
One of the most practical webhook use cases is a live attendance dashboard visible to your team during the event:
Now every scan automatically adds a row. Anyone with the sheet link sees check-ins in real time. Add a COUNTIF formula for total attendance and breakdown by ticket type.
For organizers who run recurring events, building a CRM record of attendees is valuable for future marketing. A typical Make scenario for HubSpot:
After several events, your CRM contains a clean record of repeat attendees — exactly the audience you want to target first for future ticket sales.
If building a custom endpoint, validate that the incoming webhook actually comes from your plugin:
For Zapier or Make, the catch webhook URL itself is a long unique string that effectively acts as a secret.
Purchase webhook adds attendee to a pre-event briefing email sequence. Validation webhook updates CRM to “attended” and triggers a post-event survey 24 hours later.
Purchase webhook sends a Slack notification showing remaining tickets. Validation webhooks feed a live counter on a screen backstage.
Purchase webhook creates a user account on your LMS and sends login credentials. Validation webhook marks the student as “in attendance” in course records.
Start with one automation — connecting ticket purchases to your email marketing list is the most impactful starting point. Once that runs reliably, add the validation webhook for post-event follow-up. Within a few events, you will have a fully automated attendee management pipeline.
Webhook support is available in the premium version of the Event Tickets with Ticket Scanner plugin on WordPress.org.