A step-by-step guide: in ten minutes every new lead from the AI chat and search starts your Zap — a Google Sheets row, a Slack or Telegram message, an email to a manager.
Zapier connects thousands of apps to each other: Google Sheets, Slack, Telegram, Gmail, Notion, HubSpot, Pipedrive and a great many more. You build a “Zap” out of two halves — when this happens, do that — and it runs on its own, no developer needed.
Looma is now in Zapier. Connect it and every new lead your widgets collect starts your Zap: a row in a spreadsheet, a message in the team chat, an email to a manager or a deal in a CRM we do not integrate with directly yet. No code, no webhook URLs to paste anywhere, no copying. Setup takes about ten minutes.
The connection is one-way: Zapier receives leads from Looma and never writes anything back. The Looma app has one trigger, New Lead. Where the lead goes next is up to you in Zapier.
Zapier marks the trigger as Instant: Looma pushes the lead to Zapier the moment it appears. Zapier does not poll us on a schedule, so the lead lands in your sheet or chat within seconds.
Name, phone, email and address, the text of what the visitor wanted, your own custom fields, the products they were interested in — both as separate fields and as ready-made text. Plus the site, the source (widget, Telegram, Viber, Instagram…), UTM tags and a link to the lead in the dashboard.
Google Sheets, Slack, Telegram, Gmail, Trello, Notion, CRMs we do not connect to directly — or all of them at once: a single Zap can have several steps.
Zapier works through a Looma API key that you give exactly three rights: read leads, see the list of sites and manage webhooks. It has no access to chats, products or settings.
A Looma plan with API access. Every paid plan includes it — Starter, Growth and Business.
The Owner or Administrator role in Looma — only those two open Integrations and create API keys.
A Zapier account. The free one is enough for a simple “lead → one action” Zap. Just keep in mind that every lead is one task out of your Zapier plan’s monthly allowance.
The invitation link. For now the Looma app is available in Zapier by invitation rather than in the public directory. The link is on the Zapier card in the Integrations section.
In Looma open Integrations, find the Zapier card and press Create API key. The form opens with the three rights already ticked — leads:read, sites:read and webhooks:manage. Name the key, for example “Zapier”, press Create and copy the key.
You can limit the key to specific sites — Zapier will then see only those sites’ leads.
On the same card press Open in Zapier and accept the invitation. Looma will now show up in the app search when you create a Zap.
Create a Zap, choose Looma as the trigger and the New Lead event. Then press Sign in and paste the key from step one. Zapier checks it right away; if something is off — a wrong key, a missing right, a plan without the API — you get a plain message about it rather than an error code.
The Site field is optional. Pick a site if the Zap should react to that site’s leads only. Leave it empty to get the leads of every site the key can see. Zapier reads the list straight from your Looma account.
On the Test tab Zapier pulls in a few of your latest leads so you can set up the next step on real data. If there are no leads yet, it shows a placeholder sample with every field.
The simplest and most popular scenario is a lead log in a spreadsheet. First create a Google Sheet with a header row, for example: Date, Name, Phone, Email, Wanted, Products, Site, Link.
In the Zap add a second step: the Google Sheets app, the Create Spreadsheet Row event, and sign in to your Google account.
Pick the spreadsheet and the worksheet — Zapier shows your headers. Map a lead field to each one:
Press Test step and a row appears in the sheet. Then Publish, and the Zap is live.
Any other scenario is built the same way. A message in Slack or Telegram: swap Google Sheets for that app and write something like “New lead from {Site name}: {Name}, {Phone} — {Lead text}”. An email to a manager: Gmail or Email by Zapier.
As soon as you turn the Zap on, Zapier itself creates a “new lead” webhook in Looma. It shows up under Integrations → API → Webhooks with a Zapier badge, so it is easy to tell apart from your own webhooks.
Turn the Zap off and Zapier deletes the webhook itself; turn it back on and it creates a new one. Nothing to clean up by hand.
The trigger fires as soon as the visitor leaves their first contact — usually a phone number. If they add an email or more products later in the same conversation, Looma updates the lead, but that update does not reach the Zap. So mark fields that may not exist at first contact as optional in the next step — or add a Filter step, for example “Email exists”.
If you delete it from the Looma webhook list, the Zap stays “on” but leads stop arriving — and nothing warns you. To bring it back, turn the Zap off and on again.
Two more things. An account can have up to 20 webhooks of every kind combined, and each Zap that is on uses one. And a webhook whose deliveries fail ten times in a row is switched off by Looma; turn it back on in the list or restart the Zap.
Looma errors in Zapier come in plain words. Wrong key — check you copied all of it; a revoked key stops working within five minutes. “The API key lacks a required scope” — the key is missing one of the three rights; edit it in the API section. “API access is not included in your Looma plan” — you need a paid plan. “Webhook limit reached” — remove the webhooks you no longer need.
The Zap is on but no leads arrive? Check that the webhook with the Zapier badge is still there and that the Zap has the site that actually collects leads.
No. Creating the key, pasting it into Zapier and mapping the fields all happen in the interface, without a single line of code.
For a simple one-action Zap, yes. Zapier counts every lead that passes through a Zap as a task in your monthly allowance; with many leads or several steps you will need a paid Zapier plan.
No, only new leads go to the Zap — the ones that appear after you turn it on. Zapier uses older ones only as samples during setup.
Whatever suits you. One Zap with no site picked gets the leads of every site (the Site name field tells you where each came from). Or a Zap per site — for example, so that different shops’ leads go to different sheets.
No. The app only receives new leads. The key you gave it has no right to change anything except its own webhooks.
Then go direct: it also updates the deal when the lead changes and uses no Zapier tasks. Right now KeyCRM, SalesDrive and KeepinCRM connect directly.
Sign-up is free and setup takes about ten minutes. Leads from chat and search will flow into your sheets, chats and services by themselves.
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