How to Automatically Send WordPress Form Entries to Pipedrive Using Gravity Forms and Zapier
Are leads from your WordPress forms slipping through the cracks because your sales team doesn't see them quickly enough? This step-by-step guide shows you how to automatically create Pipedrive leads from Gravity Forms submissions - eliminating manual data entry and ensuring every inquiry gets followed up.
The Problem With Manual Lead Entry
Most businesses using WordPress forms and Pipedrive suffer from the same problem: form submissions land in an inbox or spreadsheet, requiring someone to manually copy the information into the CRM. This creates delays in follow-up and leads inevitably slip through the cracks. Studies show 78% of sales go to the first responder, so every minute your sales team doesn't see a lead decreases your chances of closing.
The solution is automating the transfer of form data directly into Pipedrive as soon as it's submitted. This ensures your sales team sees every inquiry immediately and can follow up while the lead is hottest. The Gravity Forms to Pipedrive integration via Zapier accomplishes this with minimal setup and no ongoing manual work.
Key benefit: Automating this process eliminates manual data entry errors, reduces response times from hours to minutes, and ensures no leads are forgotten in an inbox.
Prerequisites for Integration
Before setting up the integration, you'll need to ensure you have all the necessary components in place. This isn't just about having accounts - proper configuration is essential for reliable automation.
Here's exactly what you'll need:
- A Pipedrive CRM account with admin access
- Gravity Forms installed on your WordPress site
- The Gravity Forms Zapier Add-On installed
- A Zapier account (free plan works for basic integrations)
- A WordPress admin account with permissions to enable REST API
- At least one Gravity Form you want to connect (like a contact or quote request form)
At 2:15 in the video tutorial, you'll see how to verify each of these components is properly configured before beginning the integration process.
Enabling Gravity Forms REST API
The Gravity Forms REST API is what allows Zapier to access your form submission data. Without enabling this, your forms remain isolated within WordPress. This step is often overlooked but critical for the integration to work.
To enable the REST API:
- Navigate to Forms → Settings in your WordPress admin
- Select the REST API tab
- Check the box to Enable access to the API
- Under Authentication for API v2, click Add Key
- Enter a description (e.g., "Pipedrive Integration")
- Set the user to your WordPress admin account
- Set permissions to Read/Write
- Click Add and securely copy the generated consumer key and secret
Important: The consumer key and secret are only shown once. If you lose them, you'll need to generate new ones. Store them securely in a password manager.
Connecting Gravity Forms to Zapier
With the REST API enabled, you're ready to connect Gravity Forms to Zapier. This creates the bridge that will carry your form data to Pipedrive. The connection process establishes a secure link between your WordPress site and Zapier's automation platform.
Follow these steps to create the connection:
- Log in to your Zapier account and create a new Zap
- Select Gravity Forms as the trigger app
- Choose Form Submission as the trigger event
- Click Sign In to connect Gravity Forms
- Enter your WordPress site URL, consumer key, and consumer secret
- Select the specific form you want to connect
- Name this step (e.g., "Quote Request Form Submission")
- Test the connection with a sample submission
At 3:45 in the video, you'll see exactly how to test that Zapier can successfully receive form submissions from your WordPress site before proceeding to the Pipedrive setup.
Setting Up Pipedrive Action
Now that Zapier can receive your form submissions, you need to tell it what to do with that data. The action step creates new leads in Pipedrive automatically whenever your form is submitted. This transforms passive form fills into active sales opportunities.
Configure the Pipedrive action:
- In your Zap, add a new step and select Pipedrive as the action app
- Choose Create Lead as the action event
- Connect your Pipedrive account if not already linked
- Select the appropriate Pipedrive pipeline for new leads
- Set the lead title format (typically includes name)
- Add any default values for fields like lead source
Pro tip: Create a custom lead source value like "Website Form" in Pipedrive first, then select it here. This helps with tracking conversion rates later.
Mapping Form Fields to CRM
The real power of this integration comes from mapping specific Gravity Form fields to corresponding Pipedrive lead fields. This ensures all the valuable information your visitors provide gets to your sales team in the most useful format.
Essential fields to map:
- Name fields → Lead title/person name
- Email address → Lead email
- Phone number → Lead phone
- Company name → Organization
- Message/notes → Lead description
At 5:30 in the video, you'll see how to handle special cases like:
- Mapping multiple name fields into a single name field
- Formatting phone numbers consistently
- Including form metadata like submission date
Take time to thoughtfully map each field - this determines how usable the lead information will be for your sales team.
Testing and Publishing Your Zap
Before going live, thorough testing ensures your automation works flawlessly. Zapier provides excellent testing tools that let you verify each step of the process without affecting real leads in Pipedrive.
Testing checklist:
- Submit a test form on your WordPress site
- Verify Zapier receives the submission (trigger test)
- Check that the test creates a lead in Pipedrive (action test)
- Review all mapped fields for accuracy
- Confirm lead appears in the correct pipeline/stage
- Check that notifications are working (if configured)
Once testing is complete:
- Click Publish Zap to activate the automation
- Monitor the first few real submissions
- Adjust field mappings if needed
Remember: You can edit your Zap anytime as your form or CRM needs evolve. The integration remains flexible to your changing business requirements.
Watch the Full Tutorial
For a complete walkthrough of each step with visual demonstrations, watch the video tutorial below. At 4:10, you'll see exactly how to troubleshoot common connection issues between Gravity Forms and Zapier.
Key Takeaways
Automating the flow of WordPress form submissions into Pipedrive transforms how your business captures and follows up with leads. No more missed opportunities from manual processes or delayed responses.
In summary: By connecting Gravity Forms to Pipedrive via Zapier, you ensure every form submission instantly becomes a properly formatted lead in your CRM - complete with all contact details and submission context your sales team needs to close more deals.
Frequently Asked Questions
Common questions about Gravity Forms to Pipedrive integration
You'll need a Pipedrive CRM account, Gravity Forms with the Zapier add-on installed, a Zapier account, and a WordPress site with REST API access enabled. The Gravity Forms REST API must be configured with read-write permissions to allow Zapier to access form submission data.
Additionally, you should have:
- Admin access to your WordPress site
- A form created in Gravity Forms that you want to connect
- Proper field mapping planned between form fields and Pipedrive lead fields
Go to Gravity Forms settings and select the REST API tab. Enable API access, then under authentication settings for API version 2, click Add Key. Give it a description, set the user to your WordPress admin account, set permissions to read-write, then copy and securely store the consumer key and secret that are generated.
Key points about the API setup:
- The consumer key/secret are only shown once - save them immediately
- Read-write permissions are required for Zapier to work
- You may need to whitelist Zapier's IPs if your site has strict firewall rules
Use the 'Form Submission' trigger in Zapier when setting up your Gravity Forms connection. This will activate your Zap whenever someone submits the specified form on your WordPress site.
When configuring the trigger:
- Select your specific form from the dropdown
- Give the step a clear name for future reference
- Test with a recent form submission to verify it works
Configure the 'Create Lead' action in Pipedrive. This will take the form submission data from Gravity Forms and create a new lead in your Pipedrive CRM with all the relevant contact information.
For optimal results:
- Select the appropriate pipeline for new leads
- Set the lead title to include the person's name
- Map organization fields if collecting company information
At minimum, map the form fields that contain the lead's name (for the title) and company/organization. You should also map email, phone, and any other relevant contact information that will help your sales team follow up effectively.
Additional valuable mappings:
- Form submission date/time
- Product/service interest
- Budget or timeline information
- Any qualifying questions from your form
Zapier provides testing functionality at each step. After configuring your trigger and action, use Zapier's test features to submit a test form entry and verify it creates the expected lead in Pipedrive with all fields mapped correctly.
Testing best practices:
- Use realistic test data that matches your actual form submissions
- Check all mapped fields in Pipedrive after the test
- Verify the lead appears in the correct pipeline/stage
You can edit your Zap at any time to modify field mappings or add additional actions. Zapier maintains version history so you can revert changes if needed. The integration remains flexible as your form or CRM requirements evolve.
Common modifications include:
- Adding new field mappings when you update your form
- Changing which pipeline/stage leads are created in
- Adding secondary actions like notifications or follow-up tasks
GrowwStacks specializes in building custom automation workflows between WordPress, CRMs like Pipedrive, and other business tools. We can design, implement, and maintain your Gravity Forms to Pipedrive integration, ensuring all relevant data flows automatically to your sales team.
Our automation services include:
- Custom form-to-CRM integrations tailored to your workflows
- Advanced field mapping and data transformation
- Ongoing monitoring and maintenance of your automations
- Free consultation to design the optimal solution for your needs
Ready to Automate Your Lead Capture Process?
Every hour your sales team spends manually entering form data is an hour they're not selling. Let GrowwStacks build your Gravity Forms to Pipedrive integration so you can focus on closing deals instead of data entry.