Content change webhooks

TrustData crawls your top pages and notices when they change. A webhook does better: it tells us the moment you publish, names the exact page, and dates the change precisely. That date is what the before/after comparison splits on, so a precise one is the difference between a verdict and a shrug.

Point your CMS at one URL and every publish becomes a measured change.

How it works

TrustData compares the pages you changed against a matched group of your other pages over the same period. If organic clicks to your site rose everywhere, that is not a win for your rewrite, and the comparison says so.

Setup

Generate a content webhook key

1. Go to Settings → Attribution IDs → select your ID
2. Open the Webhooks tab
3. Under Content changes, click Generate key
4. Copy the key immediately. TrustData shows it only once

Your webhook URL is:

https://app.trustdata.tech/webhooks/content/{provider}/{key}/

Where {provider} is wordpress, webflow, or contentful.

A content key can only report content changes on one website. It cannot read your data or send conversions, and a conversion key cannot report content changes. Revoking a key stops it immediately.

WordPress

Any plugin that posts JSON on publish works. With WP Webhooks:

1. WP Webhooks → Send Data → Post updated
2. Add a webhook URL, paste your TrustData URL with wordpress as the provider
3. Save

Or add this to your theme's functions.php:

add_action('transition_post_status', function ($new, $old, $post) {
    if ($new !== 'publish' || $post->post_type !== 'post') {
        return;
    }
    wp_remote_post('https://app.trustdata.tech/webhooks/content/wordpress/YOUR_KEY/', [
        'headers'  => ['Content-Type' => 'application/json'],
        'blocking' => false,
        'body'     => wp_json_encode([
            'ID'                => $post->ID,
            'post_title'        => $post->post_title,
            'permalink'         => get_permalink($post),
            'post_date'         => $post->post_date,
            'post_modified'     => $post->post_modified,
            'post_modified_gmt' => $post->post_modified_gmt,
        ]),
    ]);
}, 10, 3);

blocking => false matters: it stops the request from slowing down your editors' save.

TrustData reads a post whose post_date and post_modified match as a first publish, and anything later as a rewrite.

Webflow

1. Site settings → Integrations → Webhooks
2. Add a webhook, trigger type Collection item changed (and Site publish if you edit static pages)
3. Paste your TrustData URL with webflow as the provider

Webflow sends a slug rather than a full URL. TrustData resolves it against the website on your attribution ID, so make sure that field is filled in.

Contentful

1. Settings → Webhooks → Add webhook
2. Paste your TrustData URL with contentful as the provider
3. Trigger on Entry → Publish

Contentful holds fields, not URLs — your site decides the path. If your content model has a url or slug field, TrustData uses it and can measure the change. Without one, the change still lands on your timeline as an annotation, which explains a traffic movement but carries no verdict.

What you get back

Each webhook creates one change on your timeline:

After 21 days TrustData publishes a verdict: winner, regressed, no effect, or inconclusive. Until then the change shows how many days of its window have passed.

A verdict compares the pages you changed against a matched group of pages you did not. One page on its own is one observation, however many days it runs, so a single-page change reports its measured movement without a verdict. Change several pages in a batch and the comparison has enough to conclude.

Nothing is published before Google has re-indexed and re-served the page. A page that drew no impressions after the change is reported as such rather than scored as a flat result.

Redelivery

Webhook senders retry. TrustData keys each change on an id from your CMS — the post revision, the Webflow publish time, the Contentful revision number — so a retry returns the change that already exists instead of creating a second one. Two changes on one edit would split it across two measurements and both would come back inconclusive.

Limits

Saving four times while you finish an edit is one edit. TrustData records each save and crawls once, so the diff you see is the finished page rather than three snapshots of unfinished work.

Responses

Other CMSs

Anything that can POST on publish can report changes through the change events API directly. Send event_type, changed_at, title, the page URL, and a stable external_id from your system. AI agents can report changes the same way through the create_change_event MCP tool.