Use your webhook deliveries chart and delivery history to confirm a custom webhook integration is working, and diagnose it when it isn’t.
This guide covers troubleshooting for any Certified or Custom Invoca integration powered by custom webhooks. Several Connect App integrations — Google Ads, Facebook, Google Analytics, Google Campaign Manager, and Salesforce Sales Cloud — have their own dedicated FAQ and troubleshooting guides; check those first if you’re troubleshooting one of those specific integrations.
Start with your webhook deliveries chart and delivery history
The webhook deliveries chart is a stacked bar chart showing every time a webhook fired over the last 30 days — green for a successful response, red for an error. Use it to spot unusual changes in delivery volume or a spike in errors.
To access it:
- In the sidebar, click Integrations, then Custom Webhooks.
- Select the webhook for the integration you want to troubleshoot.
- The deliveries chart appears at the top of the Overview tab.
Keep a few things in mind: the chart covers the last 30 days including today; hovering over a bar shows the success/error count; and if a webhook is configured to retry, the chart includes every fire attempt — so seeing some errors isn’t necessarily a problem if a later retry succeeds. Search Ads 360, for example, often needs at least 30 minutes after a click before it can report a conversion against it — an early attempt may fail, and a retry will typically succeed.
For more detail, use the Delivery History tab — an audit of the most recent 100 times a webhook fired, including the data sent and whether it was received successfully.
- From the webhook’s Overview page, click the Deliveries tab to see recent fires and the HTTP status code returned.
- Expand a row to see the Request (what was sent) and Response (what came back) sub-tabs.
Use delivery history to:
- Check the overall success rate — ideally most deliveries show a 200-series status.
- Confirm parameter values and formatting by reviewing the Request tab against your integration setup guide.
- Diagnose specific errors (usually 400s or 500s) by reviewing the Response tab — many systems include a more detailed error message there.
If your webhook isn’t firing when expected
Check your Invoca configuration:
- Confirm your Invoca Tag is correctly deployed and tracking calls.
- Review the webhook’s Firing Conditions — is it set at the correct account level (Profile-level webhooks only fire for that Profile’s calls; Network-level webhooks fire for all calls)? Is a Profile or Campaign filter set that’s excluding the calls you expect?
- If the webhook fires on a Signal, check your Calls Report to confirm calls are actually being tagged with that Signal — adjust your Signal settings or firing conditions if not.
If your webhook fires but deliveries aren’t successful
Expand a delivery’s Response tab for more detail on the error — and if that’s not enough, search the exact error message online (technical forums or the receiving platform’s API docs often help). Some platforms, like Google Campaign Manager, can return a 200 even when the request wasn’t actually processed correctly — check the response body for an embedded error message in these cases.
A few things worth checking:
- Is the webhook pointed at the correct integrated account?
- Does the user who authorized the integration have the right permissions in the integrated system (for example, an administrator role)?
- Does the integration require an OAuth token, login credentials, or another authentication method — and is it still valid?
- Is the receiving system’s event, goal, or floodlight actually set up to accept Invoca data?
- Do the webhook’s headers and parameters match the expected field names on both sides? Check case sensitivity, spacing, and special characters carefully.
If data sends successfully but doesn’t appear (or doesn’t match) in the end system
Successfully sending data isn’t the same as the receiving system successfully attributing or displaying it — even a correctly configured integration won’t match 100% of the time. A few things to check:
- Confirm you’re sending the specific fields the receiving system requires for attribution. For example, Adobe Advertising Cloud requires either a Marketing Cloud Visitor ID or an
ef_id; Google Campaign Manager requires a gclid or encrypted user ID. If a required value is missing, check your dynamic promo number swapping and overflow call settings, since incomplete attribution capture on the call itself is a common root cause.
- Review settings on the receiving side that affect matching — unique conversion count rules (once per click vs. all), attribution windows, and attribution models (first touch vs. last touch) can all create discrepancies with Invoca’s own attribution rules.
- Some systems report based on the original ad impression or click date rather than the conversion date. Invoca’s Transactions Details Report reports Signals based on when they were processed — if there’s a delay between the call and the Signal, factor that in when comparing report date ranges across systems.
For a more detailed count of your records
Run a Transactions Details Report for the relevant date range and filter for the conditions that matter — for example, filter the Signal Value column for True to confirm which Signals were actually applied.
Still need help?
Contact Invoca Customer Success for further troubleshooting assistance.
Where to go next
Last modified on September 24, 2026
