Event Activities: Mav Playbook Webhook Event Reference

Complete reference for every event activity Mav fires via webhook — covering lead engagement, party line calls, and copilot interventions.

When Mav processes a lead through a playbook, it fires two categories of activity: events and outcomes. Events represent discrete moments in the conversation or playbook flow — things that happen along the way. Outcomes represent the final state of a lead’s journey (see Outcomes for those). Understanding the distinction is important when designing your webhook integrations: you may want to act immediately on certain events (like copilot_paused to alert your team) while waiting for an outcome to update your CRM.

Every event is delivered as a standard webhook payload with activity_type set to "event" and activity_label set to the event name.

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Subscribing to Events

Events are configured per playbook in Settings → Activity Subscriptions. You can subscribe to individual events, all events, or any combination. Unsubscribed events are not delivered to your endpoint — only the ones you opt into generate webhook calls.

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Lead Engagement Events

These events track the core progression of a lead through a playbook — from first contact through completion.

Event	Description
started	Mav has sent the first message to the lead. This fires once per play when the playbook sequence begins.
double_opted_in	The lead has explicitly expressed positive intent and opted into further messaging.
interested	The lead has expressed positive intent. Usually fires at the same time as double_opted_in.
reengagement_sent	Mav has sent a smart re-engagement message to a lead who had gone quiet.
stopped	The playbook has been stopped — either manually by a user in the dashboard or automatically during an opt-out flow.
completed	The playbook has reached an outcome and the lead’s journey through this play is finished.

interested and double_opted_in frequently fire together on the same action. If you are building CRM logic on top of these events, treat them as complementary signals rather than mutually exclusive states.

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Party Line Events

Party Line events track the full lifecycle of a Mav-facilitated three-way call between a lead and one of your reps.

Event	Description
party_line_lead_attempted	Mav has attempted to call the lead to initiate a party line connection.
party_line_lead_unsuccessful	The lead did not confirm they wanted to be connected when Mav called.
party_line_lead_answered	The lead confirmed they want to be connected to the rep. Mav will now attempt to bring in the rep.
party_line_rep_attempted	Mav has attempted to call the rep to complete the three-way connection.
party_line_rep_unsuccessful	Mav was unable to successfully join the lead and the rep on the party line call.
party_line_lead_initiated_call	The lead called into your Mav number, initiating the party line flow themselves.
party_line_lead_initiated_call_unsuccessful	The lead called in but did not confirm they wanted to be connected.

Use party_line_rep_unsuccessful to trigger an alert to your team. This means Mav successfully engaged the lead for a call, but the rep could not be reached — a warm lead that needs immediate human follow-up.

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CatchAll Events

CatchAll events fire when a lead’s response doesn’t match any of the configured playbook branches and falls through to a catch-all handling level.

Event	Description
catch_all_level1	The lead’s message matched the Level 1 catch-all handler.
catch_all_level2	The lead’s message matched the Level 2 catch-all handler.
catch_all_level3	The lead’s message matched the Level 3 catch-all handler.

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Copilot Events

Copilot events fire when the conversation requires human oversight or intervention from a Mav operator.

Event	Description
copilot_paused	Mav has paused the conversation because a Mav operator needs to review and potentially intervene.
copilot_restarted	A Mav operator has reviewed the conversation and restarted the automated flow.

When copilot_paused fires, no further automated messages are sent until a Mav operator takes action and the copilot_restarted event fires. If your team monitors lead activity, this pair of events is a useful signal for flagging complex or sensitive conversations.

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Zapier-Specific Events

The following events are available when using Mav’s Zapier integration and may appear as activity_label values in webhook payloads triggered through that integration.

Event	Description
message_received	An inbound message was received from the lead.
qualified	The lead was marked as qualified by Mav.
talk_to_human	The lead requested to speak with a human representative.
talk_to_human_spanish	The lead requested to speak with a Spanish-speaking human representative.
party_line_available	A party line call is available and ready to connect.
party_line_unavailable	A party line call could not be connected.
undeliverable_rejected	The carrier actively rejected messages to this number. Treat as a terminal undeliverable state.

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Event Payload Example

The following is an example webhook payload for the copilot_paused event:

{
  "activity_type": "event",
  "activity_label": "copilot_paused",
  "activity_play_id": "ply_abc123xyz",
  "activity_note": "Lead requires operator review before continuing",
  "activity_created_at": "2024-01-15T14:30:00Z",
  "lead_id": "ld_def456uvw",
  "lead_first_name": "Jane",
  "lead_last_name": "Doe",
  "lead_email": "[e-mail]",
  "lead_opted_out": false,
  "lead_created_at": "2024-01-15T09:00:00Z",
  "lead_additional_info": [],
  "lead_originators": [
    { "origin": "source_a", "key": "external-lead-id-789" }
  ]
}

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Related Pages

• Outcome Activities — Terminal states that close out a lead’s play.
• Outbound Webhooks — Full payload reference and best practices for receiving webhooks.
• Marketing Sources API — Submit leads to Mav to kick off a playbook.