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Generic API / Webhook Connection

The Generic API connection lets you push audience and signal data to any HTTP endpoint. Use this to integrate with custom platforms, internal systems, or destinations not covered by the native Google Ads and Meta Ads integrations.

What you can do​

  • Send audience user data to any HTTP destination.
  • Send signal event data — with computed values — to any HTTP endpoint.

Setup​

  1. Navigate to Connections and click New Connection.
  2. Select API Endpoint (or Webhook) as the connection type.
  3. Enter the Endpoint URL — the full URL that will receive the data.
  4. Select the HTTP method (typically POST).
  5. Add any required headers (e.g., Authorization: Bearer <token>, Content-Type: application/json).
  6. Give the connection a name.
  7. Click Save.

Payload format​

BPP sends a JSON payload to your endpoint on each export run:

  • Audience exports — batches of user identifier records.
  • Signal exports — event metric records computed using the value formulas you configured.

Configuring signal metrics​

When using a Generic API connection as a signal destination, you define metrics — a mapping of output field names to value formulas. For each metric, specify:

  • Field name — the key that will appear in the JSON payload sent to your endpoint.
  • Formula — a value expression (e.g., 1 * EventValue, 0.8 * GrossRevenue).

Authentication options​

Configure authentication via request headers:

  • Bearer token: add Authorization: Bearer <your-token> as a header.
  • API key: add a custom header such as X-Api-Key: <your-key>.
  • Basic Auth: encode credentials in the Authorization header.

Updating the connection​

To change the endpoint URL, headers, or authentication token, edit the connection. All audiences and signals using it will pick up the new configuration on their next run.

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