Deploying Preview Web Hook via API

This is how I’m doing the deploy preview: https://github.com/NullVoxPopuli/emberclear/blob/netlify-branch-deploys/.github/workflows/frontend-deploy-preview.yml#L41

DEPLOY_URL=$(\
  netlify deploy --dir=packages/frontend/dist --json \
  | jq '.deploy_url' --raw-output \
)

my hunch is that there needs to be a sha or branch ref in order to get a notification posted back to the PR?
As is, I only get email notifications.