According to these documents,
adding a hook should be straightforward. However, where I go through those steps and Navigate to Project Settings > Hooks and then click on Add hook, it brings me to the "Atlassian Marketplace for Bitbucket" page.
Welcome to the community!
If you're trying to create a webhook, like in the documentation you're referring to, then you'll go to Repository Settings > Webhooks and click "Create webhook." Webhooks are used to send requests to external services when certain repository operations happen. If you're trying to create a custom repository hook, which is used to add logic to Bitbucket locally on repository operations, you would use this documentation. These items are applied at the repository level. The Project Settings > Hooks > Add Hook button is for adding pre-packaged hooks from the marketplace. This is also the case with the Repository Settings > Hooks > Add Hook button.
Please let me know if you have any further questions.
Bitbucket Server Support
I have the same question. The webhook thing works as you are explaining on bitbucket.com but we are hosting our own bitbucket on a server. When we want to add it here it redirects to the Marketplace. For now we are using this plugin to make everything work: https://marketplace.atlassian.com/plugins/com.nerdwin15.stash-stash-webhook-jenkins/server/overview but we are not very satisfied with it. What do we need to make the webhook thing available on our server? We are using BitBucket Atlassian Bitbucket v5.2.2 for now.
EDIT: It seems to be integrated in BitBucket 5.4
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