When an agency partner shares a lead with you in Partner Partner, you probably don't want to work it inside Partner Partner alone — you want it in the CRM or automation tool your team already lives in. Lead destinations forward the leads you accept to a webhook you control in Zapier or Make, so you can route them into HubSpot, your CRM, or wherever your pipeline lives.
One thing to hold onto up front, because it's the honest limit of this feature: Partner Partner sends the lead to your Zapier or Make webhook and records that the webhook acknowledged receiving it. What happens after that — mapping the lead into your CRM's fields, creating the contact or deal — is your own Zap or Make scenario, not something Partner Partner does for you.
This article is written for tech partners. If you're an agency wondering whether your partner will receive the leads you share, the last section is for you.
1. What a Lead Destination Is
A lead destination is a connection between Partner Partner and one webhook in your automation tool. Each destination has:
a Name you give it, so you can tell your destinations apart
an App — either Zapier or Make
a Webhook URL — the address Partner Partner sends each lead to
an Enabled state — a destination only forwards leads while it's enabled
A destination belongs to you, the receiving tech partner — not to any one agency. You set it up once, and the leads you accept flow there no matter which agency partner sent them. You can have more than one destination; every enabled destination receives every lead you accept.
2. Where to Find It
Lead destinations live in Settings.
Open Settings.
Select Integrations in the settings menu. Lead destinations is the first card.
You'll see a table of your destinations — Name, App, Enabled, and Actions — with a form underneath for adding a new one. Before you've added anything, the panel reads "No destinations yet — connect Zapier or Make below."
⚠️ Don't confuse this with "Zapier (inbound CRM)." That's a separate, older setup in the same settings menu, and it points the other way — it brings leads from your CRM into Partner Partner. Lead destinations is the one that sends leads out to your tools.
3. Get Your Webhook URL First
Before you add a destination in Partner Partner, create the webhook in your automation tool and copy its URL. You'll paste that URL into Partner Partner in the next step.
In Zapier
Create a new Zap.
For the trigger, choose Webhooks by Zapier → Catch Hook.
Zapier gives you a custom webhook URL that looks like
https://hooks.zapier.com/hooks/catch/123456/abcdef/. Copy it exactly as Zapier shows it, including the trailing slash.
In Make
Create a new scenario.
Add a Custom webhook module.
Make generates an address that looks like
https://hook.us1.make.com/<your-token>(the region in the middle varies). Copy the whole thing.
⚠️ Only Zapier and Make webhook addresses are accepted. For security, Partner Partner will only send to those two tools' webhook addresses, over https. Anything else — a testing service like webhook.site, a shortened or redirecting link, or your own server — will be turned away rather than sent to. Paste the address on its own, with nothing added to the end — a trailing ? query string or # fragment will stop it being recognised. A URL that has been trimmed, retyped, or wrapped by another service won't be accepted either, even if it still works in a browser.
4. Add the Destination
In Settings › Integrations, under Lead destinations, use the Add destination form under the table:
Enter a Name — the field suggests the shape, for example "HubSpot via Zapier."
Choose the App — Zapier or Make — to match the webhook you created.
Paste your Webhook URL.
Select Save.
Your new destination appears in the table. To change one later, select Edit on its row; the form heading switches to Edit destination, and Remove deletes it.
If you don't see Save, Edit, or Remove, you don't have edit rights on the Manage Integrations permission. That one is admin-only — an admin on your account can make the change. See Setting user permissions when inviting a new user.
5. Enable It — the Step That's Easy to Miss
Check the Enabled column after you save. A destination forwards leads only while it is enabled, and a newly saved destination can land in the table showing No.
⏳ Enabled: No — saved, but not forwarding leads
🟢 Enabled: Yes — forwarding the leads you accept
To switch it on, select Enable on the destination's row. The same button reads Disable once it's on, and turning a destination off stops it forwarding without deleting it.
If you've set everything up and leads aren't reaching your tool, this is the first thing to check: does the Enabled column say Yes?
6. Send a Test
Use Send test on the destination's row to check the connection before you rely on it. Partner Partner sends a clearly fake sample lead — named PP Test Lead, at a partnerpartner.example address, and carrying pp_test: true in the payload — so your Zap or scenario can filter it out instead of creating a junk record.
The result appears under the table as "Last test sent to {name} — result: {result}." What the results mean:
Result | What it means |
| ✅ Your webhook received it. This is the success case — see the note below on what it does and doesn't confirm. |
| ⚠️ The address wasn't accepted, or it redirected somewhere else. Re-copy the URL from Zapier or Make. |
| ⚠️ Your webhook answered "unauthorized" or "not found." The Zap or scenario is usually off, deleted, or the URL is stale. |
| ⚠️ Your webhook received the request and rejected its contents. Check the module or step that's catching the hook. |
| ⏳ Your tool asked us to slow down. Wait a moment and test again. |
| ⏳ A timeout or temporary error. Test again; real leads are retried automatically. |
A few things worth knowing about the test:
Testing is limited to roughly ten tests a minute across your account.
Your webhook needs to answer within about eight seconds. Zapier's Catch Hook does this on its own; if you've added a response step in Make, keep it quick.
✅
ACCEPTED_WEAKmeans Zapier or Make confirmed it received the lead. That's as far as the confirmation goes — these tools acknowledge receipt without telling us what happened next, so a passing test does not confirm the lead landed in your CRM. Check your Zap or scenario history to confirm the rest of the flow.
7. When a Lead Gets Forwarded
Accepting a lead is what sends it. Only accepted leads are forwarded. A lead sitting in your inbox awaiting your decision isn't sent, and neither is one you turn down — decline a lead and your automation never hears about it. When you accept one, it reaches your enabled destinations, usually within a minute or two.
Declining a lead you had already accepted is sent as an update to the record your automation already created, using the same lead identifier — so it can close or re-stage that record rather than creating a second one. Each delivery also carries a unique event id you can use to skip repeats.
Connecting a destination starts from that moment. Leads you accepted before you connected the destination aren't sent back through it.
Brief outages are retried. If your webhook is temporarily unreachable, Partner Partner tries again a few times with growing gaps before it stops trying for that lead.
8. What Gets Sent (and What Doesn't)
Each lead is sent as JSON. It carries the lead's name (whole, and split into first and last), email address, current status, when the change happened, and which agency referred it — enough for your automation to create and attribute the record.
Money fields are not sent. MRR and deal value are held back deliberately: they stay in Partner Partner and arrive at your webhook empty.
And to restate the boundary from the top of this article: Partner Partner sends each lead to your webhook and records that your webhook acknowledged it. Turning that into a contact, lead, or deal inside your CRM is the job of the Zap or scenario you build.
9. For Agencies — the "Lead Delivery" Card
This section is for agencies sharing leads with a tech partner.
On a tech partner's preview page, a Lead Delivery card tells you whether the leads you send that partner flow onward into their own systems, or stop at their Partner Partner inbox.
No destination connected — "This partner hasn't connected a destination yet — their leads only live in Partner Partner." Worth a nudge if you're about to send them volume.
Connected — "Leads sent to their Zapier" (or Make), with a count of Leads sent and when the last one went.
Two things to read correctly in that count. It counts your leads to this partner — not every agency's, so it's your own view, not a measure of their whole pipeline. And it counts leads their Zapier or Make webhook confirmed receiving; where each one landed after that is inside their automation, not something Partner Partner can see. Because only leads the partner has accepted are forwarded — not everything sitting in their inbox — this number will normally be lower than the total leads you've sent them.
Related: How to share leads with your partners · Accepting or declining a lead · Setting up your PartnerStack integration · Setting user permissions when inviting a new user