.svg)
Clay has revolutionized how GTM teams enrich and process prospect data, but its true power emerges when you connect it to external data sources through the HTTP API integration. Whether you're pulling data from proprietary databases, niche industry APIs, or custom internal tools, the HTTP API action in Clay opens unlimited possibilities for data enrichment workflows.
In this comprehensive guide, we'll walk through everything you need to know about Clay's HTTP API integration—from basic setup and authentication to advanced pagination handling and error management. By the end, you'll be equipped to connect virtually any data source to your Clay tables and supercharge your go-to-market operations.
If you're new to Clay, you might want to start with our guide on using Clay with Octave before diving into advanced HTTP API configurations.
What Is the Clay HTTP API Integration?
The HTTP API integration in Clay allows you to make custom HTTP requests to any web service that exposes an API endpoint. Unlike Clay's pre-built integrations (like LinkedIn, Clearbit, or Apollo), the HTTP API action gives you complete control over the request structure, headers, authentication, and response parsing.
This flexibility is essential for GTM engineers who need to:
- Connect to proprietary or internal company databases
- Access niche industry-specific data providers
- Integrate with custom-built tools and services
- Pull data from APIs without native Clay integrations
- Build complex multi-step enrichment workflows
Setting Up Your First HTTP API Request
Let's walk through the process of configuring an HTTP API action in Clay. We'll use a practical example of connecting to a company data API to enrich your prospect list.
Add the HTTP API Action
In your Clay table, click the "+" button to add a new column. Search for "HTTP API" in the enrichment options and select it. This opens the configuration panel where you'll define your request parameters.
Configure the Request Method
Select the appropriate HTTP method for your API call. The most common options are:
- GET - Retrieve data from an endpoint
- POST - Send data to create or query resources
- PUT - Update existing resources
- DELETE - Remove resources
Enter the API Endpoint URL
Input the full URL of the API endpoint. You can use Clay's variable syntax to dynamically insert values from other columns. For example: https://api.example.com/companies/{{company_domain}}
Set Up Headers and Authentication
Most APIs require authentication headers. Add these in the Headers section using key-value pairs. Common patterns include API keys, Bearer tokens, and Basic authentication.
Parse the Response
Use Clay's JSON path selector to extract the specific data fields you need from the API response. This allows you to map response data directly to your table columns.
For teams building sophisticated outbound workflows, combining HTTP API enrichments with AI-powered qualification can dramatically improve conversion rates. Learn more about this approach in our article on moving from Clay research to AI qualification to sequences.
Authentication Methods and Best Practices
Proper authentication is critical for secure API integration. Clay supports all standard authentication patterns used by modern APIs.
| Authentication Type | Header Format | Common Use Cases |
|---|---|---|
| API Key | X-API-Key: your_api_key |
Simple REST APIs, data providers |
| Bearer Token | Authorization: Bearer your_token |
OAuth 2.0 services, modern APIs |
| Basic Auth | Authorization: Basic base64_encoded |
Legacy systems, simple auth |
| Custom Headers | Varies by provider | Proprietary systems |
When working with sensitive authentication data, especially for enterprise integrations, security should be a top priority. Teams using Octave benefit from enterprise-grade security controls that complement Clay's native capabilities.
Handling Pagination in API Responses
Many APIs return data in paginated chunks to manage response sizes. Understanding how to handle pagination is essential for retrieving complete datasets.
Common Pagination Patterns
Offset-Based Pagination: Uses offset and limit parameters to navigate through results. Increment the offset by the limit value for each subsequent request.
GET /api/contacts?offset=0&limit=100
GET /api/contacts?offset=100&limit=100
GET /api/contacts?offset=200&limit=100Cursor-Based Pagination: Uses a cursor token returned in each response to fetch the next page. This is more efficient for large datasets.
GET /api/contacts?cursor=
GET /api/contacts?cursor=abc123xyz
GET /api/contacts?cursor=def456uvwPage Number Pagination: Simple incrementing page numbers with a fixed page size.
GET /api/contacts?page=1&per_page=50
GET /api/contacts?page=2&per_page=50Implementing Pagination in Clay
For single-record enrichments (one API call per row), pagination is typically not needed since you're fetching data for individual records. However, when using Clay's "Run for all rows" feature or building webhook-triggered workflows, you may need to implement pagination logic.
Consider using Clay's Claygent feature or a custom code action to handle complex pagination scenarios programmatically. This is particularly useful when you need to aggregate data from multiple pages before processing.
For advanced workflow automation that involves paginated data sources, explore how leading GTM teams structure their tech stacks in our overview of the best platforms for GTM engineers in 2026.
Error Handling and Retry Strategies
Robust error handling ensures your Clay workflows continue running smoothly even when external APIs encounter issues.
Common HTTP Status Codes
| Status Code | Meaning | Recommended Action |
|---|---|---|
| 200 OK | Request successful | Process response data |
| 400 Bad Request | Invalid request format | Check request parameters |
| 401 Unauthorized | Authentication failed | Verify API credentials |
| 403 Forbidden | Access denied | Check API permissions |
| 404 Not Found | Resource doesn't exist | Verify endpoint URL |
| 429 Too Many Requests | Rate limit exceeded | Implement backoff strategy |
| 500 Server Error | API server issue | Retry after delay |
Implementing Retry Logic
Clay automatically handles some transient errors, but for production workflows, consider these best practices:
- Exponential Backoff: Wait progressively longer between retry attempts (1s, 2s, 4s, 8s)
- Maximum Retry Limits: Set a cap on retry attempts to prevent infinite loops
- Error Logging: Track failed requests for debugging and monitoring
- Fallback Values: Define default values when enrichment fails
Effective error handling becomes even more critical when your Clay workflows feed into downstream systems. Understanding the anatomy of a modern GTM tech stack helps you build resilient integrations across your entire pipeline.
Practical Use Cases for HTTP API Integration
Let's explore real-world scenarios where Clay's HTTP API integration delivers exceptional value for GTM teams.
1. Custom CRM Data Enrichment
Connect Clay to your company's internal CRM or data warehouse to pull custom fields and proprietary data points that aren't available through standard enrichment providers. This enables you to leverage institutional knowledge in your outreach.
2. Industry-Specific Data Sources
Access specialized databases for your target industry—healthcare provider directories, financial institution databases, government contractor registries, or technology stack analyzers that don't have native Clay integrations.
3. Real-Time Pricing and Availability Data
For sales teams in dynamic markets, pull real-time inventory, pricing, or availability data to personalize outreach based on current market conditions. This is particularly valuable for AI-driven outbound sales strategies.
4. Social Proof and Signal Aggregation
Aggregate signals from multiple sources—job postings, press releases, funding announcements, and technology adoption indicators—to score and prioritize prospects based on buying intent.
5. Competitive Intelligence Integration
Connect to competitive intelligence platforms to enrich prospect records with information about their current vendor relationships, contract renewal timelines, or technology evaluation status.
Teams using Octave alongside Clay can further enhance these workflows with AI-powered analysis and automated sequence triggering based on enriched data.
Advanced Configuration Techniques
Once you've mastered the basics, these advanced techniques will help you build more sophisticated integrations.
Dynamic Request Bodies
For POST requests, construct dynamic JSON payloads using Clay's template syntax. This allows you to send row-specific data to APIs that require structured input:
{
"company_name": "{{company_name}}",
"domain": "{{domain}}",
"filters": {
"employee_count_min": {{employee_min}},
"industry": "{{industry}}"
}
}Response Transformation
Use Clay's built-in JSON path selectors or custom code actions to transform complex API responses into usable data. This includes flattening nested objects, aggregating array values, and calculating derived metrics.
Conditional API Calls
Implement logic to only make API calls when certain conditions are met—for example, only enriching records that pass initial qualification criteria. This conserves API credits and improves workflow efficiency.
Understanding how to build effective lead scoring models with Clay helps you determine which records warrant additional enrichment investment.
Chaining Multiple APIs
Create multi-step enrichment workflows where the output of one API call feeds into subsequent calls. This enables complex data assembly from multiple sources, building comprehensive prospect profiles.
Troubleshooting Common Issues
Even well-configured integrations occasionally encounter problems. Here's how to diagnose and resolve the most common issues.
Request Timeout Errors
If your API calls are timing out, the external service may be slow to respond. Consider optimizing your query parameters, requesting smaller data chunks, or contacting the API provider about performance issues.
Malformed Response Errors
When Clay can't parse the API response, verify that the API is returning valid JSON and that your JSON path selectors match the actual response structure. Use the response preview feature to inspect raw API output.
Authentication Failures After Credential Rotation
After rotating API keys, ensure all Clay tables and workflows using those credentials are updated. Consider using Clay's centralized secrets management to simplify credential updates.
Unexpected Empty Results
Empty results often indicate mismatched query parameters or data format issues. Verify that the data you're sending matches the API's expected format, including proper URL encoding for special characters.
For complex troubleshooting scenarios, documenting your Clay workflow optimization process helps identify recurring issues and implement permanent fixes.
Frequently Asked Questions
How many API credits does each HTTP request consume?
Each HTTP API call in Clay consumes credits based on your plan tier. Standard enrichment calls typically use 1-2 credits, but check Clay's current pricing documentation for exact rates as they may vary by response size and complexity.
Can I use the HTTP API to connect to internal company systems?
Yes, as long as your internal systems expose HTTP endpoints accessible from Clay's servers. For on-premise systems behind firewalls, you may need to set up a secure tunnel or proxy service to enable connectivity.
What's the maximum response size Clay can handle?
Clay can process responses up to several megabytes, but for optimal performance, request only the data fields you need. Large responses slow down table operations and may impact your workflow efficiency.
How do I handle APIs that require OAuth 2.0 authentication?
For OAuth 2.0 APIs, you'll need to complete the OAuth flow outside of Clay to obtain access tokens, then use those tokens in your HTTP API configuration. Some APIs offer long-lived tokens, while others require periodic refresh.
Can I schedule HTTP API enrichments to run at specific times?
Clay supports scheduled table runs that can trigger your HTTP API enrichments at designated intervals. This is useful for keeping data fresh or respecting API rate limits by spreading requests over time.
What happens if an API I'm using changes its endpoint structure?
API changes can break existing integrations. Monitor API provider communications for deprecation notices, and test your Clay workflows periodically to catch issues before they impact production processes.
Conclusion: Unlocking Unlimited Data Possibilities
Clay's HTTP API integration transforms the platform from a powerful enrichment tool into a universal data connectivity layer for your GTM operations. By mastering the configuration patterns, authentication methods, and error handling strategies covered in this guide, you can connect virtually any data source to your prospecting workflows.
The key to success lies in thoughtful implementation—start with simple integrations, build robust error handling from the beginning, and gradually layer in more sophisticated capabilities as your needs evolve.
Ready to take your Clay workflows to the next level? Explore how Octave can help you orchestrate complex multi-tool GTM workflows with AI-powered intelligence, seamlessly integrating with your Clay enrichments for maximum impact.
For more guidance on building effective GTM technology stacks, check out our resources on integrating Clay with your existing sales tools and measuring ROI on GTM automation investments.