Lead forms

Marketing discovers the forms on your site for you. Once a visitor interacts with a <form> element on a tracked page, that form appears in your catalog with its funnel numbers ready to read. From there you classify each form by type and, when you want its submissions to become contacts, turn on capture and map its fields to Reach.

The forms catalog

Open Lead forms under Leads. The table has eight columns: Form (its name, or the derived ID when there is no name), Form ID (the identifier itself, for matching against your site's HTML), Type (the classification, or an Unclassified badge), Capture (an On pill or Off), Views, Submits, Contacts (how many contacts capture has created), and Journey (a shortcut for building an automation off this form, covered below).

The toolbar above the table holds an All / Unclassified facet toggle (the unclassified button shows a running count) and a search box that matches on form name or ID. The list paginates at 25 forms per page and filters in the browser, so search and the facet apply instantly.

Before any forms exist you see one of two empty states. With no sites configured, the page shows No sites yet and a Create your first site button. With a site installed but no forms detected, it shows No forms detected yet until the snippet observes a form interaction.

Reading a form's funnel

Click a form name to open its detail page. Five funnel tiles run across the top: Views, Starts, Submits, Abandons, and Completion (a percentage). The window is set by the period selector on the catalog page and carried through to the detail page. The selector offers presets: last 7 days, last 30 days, last 90 days, month to date, and year to date.

Below the tiles, the Field drop-off card lists each field the snippet observed, in order, with how many visitors reached it and what share filled it (shown as N reached · M% filled). The reach bar shrinking down the form is the drop-off signal: the field where reach falls off is where visitors give up. The Recent submissions card shows the 10 most recent submissions for this form with their email, status, and received date; View all jumps to the submissions inbox scoped to this form.

This page is for reading one form's own numbers. To compare funnels across every form on your site, see Form funnels.

Creating a journey from a form

Every form with capture on carries a Create journey link in its catalog row. It opens New journey with the Form trigger and this form already selected, so you can go straight from a lead source to an automated follow-up without hunting for the right form in a picker. See Journeys for what happens from there.

Turning on contact capture

The Classification & capture card on the detail page is where you wire a form up to Reach. Set a Form type to classify the form (leave it on Unclassified to skip), then turn the Capture contacts switch on.

With the switch on, several sections appear. Field mappings pairs each form field with a contact property, covered in detail below. Capture all fields is a separate switch: turn it on to store every submitted field on the submission record, free-text answers included, even ones you haven't mapped. Only mapped fields still update the contact; password and payment fields are never collected either way. Apply tags and Enroll in lists let you tag every captured contact and add them to one or more lists. Click Save to store the configuration.

The Mark as email opt-in switch flags every captured contact as having consented to email, and its own helper text tells you whether it will actually do anything. With a field mapped to Email opt-in below, it's disabled and reads "A field is mapped to Email opt-in, so each visitor's checkbox decides: this default won't apply." Without that mapping, it reads "Marks every submission as opted in. To respect a consent checkbox instead, map that field to Email opt-in above." Map a real consent checkbox whenever the form has one; reserve this switch for forms where submitting is itself the opt-in, like a newsletter signup.

Mapping fields to contact properties

Each mapping row has two parts: the form field on the left and the contact property on the right. If Marketing has already detected fields for the form, the left side is a dropdown of those field names. Until detection has fields to offer, the hint reads "Fields auto-detect after the first submission", and the left side is a free-text box where you type the field's name attribute. Use Add mapping to add a row and the trash icon to remove one (the last remaining row can't be removed).

The contact property dropdown is grouped into Standard fields, Email, First name, Last name, Full name, Phone, Company, Job title, address fields, LinkedIn URL, Pronouns, plus Email opt-in and SMS opt-in, and Custom fields, which lists your account's custom contact fields. A form can carry up to 30 mappings, and a capture can apply up to 50 tags and 50 lists.

What happens on each submission

When a visitor submits an enabled form, Marketing records the submission in your inbox first, then applies your mappings to create or update the matching Reach contact, sets any mapped standard and custom fields, applies the tags and list memberships, and writes a form-submission entry on the contact's Reach timeline. The submission is saved whether or not the contact step succeeds; recording it is the source of truth, and the rest is best-effort enrichment. If the same visitor was browsing anonymously beforehand, Marketing links their prior activity to the new contact, back-stamping their earlier page views within a 90-day window.

Once a form has a saved configuration, a Remove button appears next to Save. Removing clears the classification and capture settings and stops new submissions from becoming contacts. It doesn't touch the form itself or any submissions already collected; those stay in the inbox with their status unchanged. To pause capture without discarding the mappings, turn the Capture contacts switch off and save instead.