Marketing

Smart Forms

Form builder fields, embedding options, and lead-routing rules explained.

What it is

A form is a named, typed collection of fields plus a list of actions that run against each submission. Forms have their own lifecycle — draft, published, archived — and a type (lead capture, contact/enquiry, survey, or event registration) that only labels its purpose; the fields and actions you configure are what actually shapes behavior.

13

Field types

6

Action types

3

Column widths

Fields

Each field has a source — a standard lead field, a standard sales field, or a custom one — and a type: text, email, phone, number, textarea, dropdown, checkbox, radio, date, url, currency, country, file, hidden, or a section break for visual grouping. A field can be marked mandatory, given a default value, and laid out at full, half or third column width. Optional scoring rules award points for an exact value match, a numeric minimum, or simply answering a field at all — these sum into the submission's computed score, which action conditions can then test against.

Actions and lead routing

Actions run in order after a submission: create or update a lead, create a sales opportunity, notify the form's owner, call a webhook, run AI analysis on the submission, or tag it. Each action can be restricted with one or more conditions — on a specific field's value, on the computed score, on whether the submission was flagged as spam, or as a duplicate — combined with either "match all" or "match any" logic.

Actions can depend on each other

Creating a sales opportunity needs a lead to attach it to, so a "create opportunity" action only works when a "create lead" action runs earlier in the order — the builder flags this as a warning rather than silently failing at submission time.

Sharing and embedding

A published form is reachable at its own public link, keyed by a slug. The same page can be dropped into any external site as an iframe — the embed dialog generates the snippet (including a configurable height) and appending the embed flag to the public URL is what switches it into embed mode. Submissions captured through the embed work identically to the public link.

Submissions

  1. 1

    Captured

    Raw answers, the submitter’s email, IP/user agent, and UTM source/medium/campaign/content/term are all recorded with the submission.
  2. 2

    Scored and screened

    The computed score is checked against your scoring rules, and the submission is flagged as spam or duplicate where applicable.
  3. 3

    Processed

    Status moves through pending, processing, completed, partially processed, or rejected as its actions run.
Screenshot pending — Form analytics tab showing submission totals and top UTM sources
Reviewing where submissions came from.

Related

New to Smart Forms? Start with the Build your first lead-capture form guide. A lead created from a form flows into the same pipeline used by Leads & Pipeline.