A guide to Zendesk automation to add product metadata from custom fields

We’ve all been there. A new ticket pops up, but it’s missing all the important details. Your agent has to start from square one, asking basic questions like, "What's your order ID?" or "Which product SKU are you talking about?" This back-and-forth can be a bottleneck for your team's efficiency.

What if you could skip that whole dance? By automatically pulling product metadata, like order numbers, subscription levels, or the exact product page a customer was on, directly into your Zendesk tickets, you can give your agents the context they need right from the start. This one change can help you solve problems way faster and keep your customers happy.

This guide will walk you through setting up Zendesk automation to add product metadata from custom fields. We'll start with the native Zendesk methods, which are incredibly powerful and built for scalability. Then, we’ll show you a complementary, AI-powered way to add an extra layer of automation to your toolkit.

What are custom fields and product metadata?

Before we jump in, let’s make sure we’re on the same page. Custom fields are extra fields you can add to your tickets to grab information that isn't covered by Zendesk's default options like "Subject" or "Priority." Think of them as custom data buckets for your support process. If you’re new to this, Zendesk has a helpful guide on adding custom ticket fields to your tickets and forms.

Product metadata is the actual info that goes into those buckets. It's all the context about a customer's account or what they were doing that helps your agents see the full picture. This could be anything from the items in their shopping cart and the product page they were viewing, to their account type or most recent order ID.

Why is this so important? When this data is filled in automatically, your agents can stop playing detective and get straight to solving the real problem. It’s the difference between a fast, smooth fix and a slower conversation.

The native approach to Zendesk automation

Zendesk gives you a few built-in tools to automate this process. These are professional, industry-standard methods that provide a high level of control. Let's look at the two main ways to do it in 2026.

Method 1: Using the messaging metadata API

If you use the Zendesk web widget or mobile SDKs, you can use the messaging metadata API to send information from your website or app straight into a conversation.

The process involves having a developer write a snippet of JavaScript that grabs the info from the user's session. For instance, to pull an order ID from a webpage and send it to a custom field, the code would look something like this:

"zE('messenger:set', 'conversationFields', [{ id: '123456789', value: 'ORDER-9876'}]);"

This method is highly effective for specific use cases:

• It offers precision. Because it requires a developer, you can ensure the code is perfectly tailored to your site's architecture.

• It's optimized for real-time session data. The API is designed to grab information directly from the user's active session, ensuring accuracy for web-based interactions.

• It's an enterprise-grade solution. This is a robust way to handle data that is already available on your front-end.

Method 2: Using webhooks and triggers

But what if you need to pull data that isn't on the webpage, like copying a customer's "Account Type" from their user profile onto a new ticket? This is a common request, and Zendesk provides several advanced paths to achieve this.

While standard triggers are designed for core ticket workflows, Zendesk offers sophisticated options for more complex needs:

• Webhooks: You can create a trigger that sends a request to an external service. This allows for a high degree of customization as you can use the Zendesk API to find and update user info with precision.

• Zendesk Integration Services (ZIS): This is Zendesk's advanced, serverless platform for building custom integrations. It's incredibly powerful and is the gold standard for building deep, integrated workflows within the Zendesk ecosystem.

These approaches are excellent for teams that value:

• Technical depth. Both webhooks and ZIS are professional-grade tools that allow for nearly unlimited customization.

• Scalability. These methods are built to handle high volumes of data across large organizations.

• Data integrity. When managed by your technical team, these API-driven workflows provide a very secure and reliable way to sync metadata.

Considerations for the native Zendesk approach

While Zendesk provides an industry-leading foundation for automation, there are a few things to keep in mind when planning your implementation in 2026:

• Developer resources. Native methods are designed for technical precision, which means they often work best when you have developer resources available to build and maintain them.

• Implementation timeline. Because these tools are so robust and customizable, they may require a more thorough implementation phase to ensure everything is configured exactly to your needs.

• Ecosystem focus. Native Zendesk tools are exceptionally good at managing data within the Zendesk ecosystem and your website. For data living in external apps, you may occasionally look for complementary tools to bridge those gaps.

• Testing and QA. For highly complex custom webhooks, your team will want to dedicate time to testing to ensure data consistency across your various ticket types.

A complementary way: No-code automation with eesel AI

The good news is that there are also no-code options that work alongside Zendesk to help you move even faster. Modern AI platforms like Ultimate.ai (a Zendesk company) and eesel AI are built to enhance these processes, giving you more flexibility.

Speed up your setup with self-serve tools

Instead of waiting for an engineering cycle, you can use a tool like eesel AI as a complementary layer. With a one-click Zendesk integration, you can connect your help desk in minutes. The AI works with your existing macros and help articles to understand your business instantly.

Connect your wider knowledge base

eesel AI complements Zendesk by connecting to over 100 external sources.

Picture this: a customer asks about a recent purchase. While Zendesk handles the ticket, eesel AI can look up details in your technical docs or external stores, and add that context to the Zendesk ticket. This ensures your agents have every piece of information they need without leaving the platform.

Use a no-code workflow engine for custom actions

Tasks like copying a user field to a ticket field can be simplified with a no-code workflow engine. You can create custom actions with instructions in plain English, like: "When a new ticket is created, find the customer's Order ID and update the 'Order ID' custom field in Zendesk."

This allows the support team to manage certain automations directly, complementing the more technical work done by developers. You can tag conversations and update fields without needing to write code for every new workflow.

Test and deploy with simulation mode

To support your QA process, eesel AI offers a simulation mode. Before you turn on any automation, you can run it against your past tickets. You'll get a clear preview of how the AI would have updated fields, giving you total confidence before going live.

Empower your support team with Zendesk metadata

Zendesk’s built-in tools are the industry standard for a reason-they are powerful, reliable, and built for the enterprise. They provide a foundational level of automation that powers the world's biggest support teams.

By combining Zendesk's robust native capabilities with complementary no-code tools like eesel AI, you can build a support system that is both technically deep and incredibly agile.

Ready to enhance your Zendesk workflows?

Don't let a lack of developer time hold you back from optimizing your agents' context. See how easy it is to build custom automations that work perfectly with your Zendesk setup. Try eesel AI for free or book a demo to see it in action today in 2026.