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SyncGTM PlatformBuilt-in EnrichmentsParse JSON

Parse JSON

Parse JSON takes a column holding a raw JSON string — usually the output of another action — and breaks it into individual fields.

What it does

  • Reads a column containing JSON text
  • Splits it into its keys so each becomes a usable dynamic variable
  • Removes the need to manually copy values out of a JSON blob

Most Actions already auto-parse their JSON output — reach for this when you have raw JSON sitting in a column some other way, like an import or a webhook payload.

How to use it

  1. Click Add Action and search “Parse JSON”
  2. Select the column containing the JSON string
  3. Pick the field(s) you want pulled into their own column
  4. Run the row, then the column

Common use cases

  • Turn a webhook payload into columns before anything enriches from it
  • Break out the response saved by an HTTP Request column
  • Handle JSON pasted or imported from another tool
  • Pull one nested field — a domain, a status, an ID — into its own column

Best practices

  • Keep the raw JSON column as the source of truth and parse alongside it
  • Check the field exists on rows where the action returned nothing before assuming the parse failed
  • Parse once, then reference the field downstream as a dynamic variable
  • Skip this for provider actions — their output is already parsed
  • Re-check the key names when you swap providers; the same field is rarely named the same way

Where to next

  • Actions — dynamic variables and parsed JSON outputs
  • Merge Columns — the reverse: combine several columns into one
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