Forms in Conversion let you capture visitor information and turn it into contacts you can nurture, segment, and automate against. Whether you’re embedding our native forms or tracking third-party forms with our pixel, all submissions roll into one unified view.
Where to find forms
Navigate to Forms in the left sidebar.
The Forms dashboard lists all tracked, untracked, and archived forms.
Each row shows:
Name of the form (auto-detected for third-party forms, or chosen for native ones).
Submissions count (total lifetime captured submissions).
Last submitted date (helpful for checking whether a form is still active).
Use the Tracked / Not tracked / Archived tabs to filter.
Tracked: actively collecting submissions.
Not tracked: detected but not enabled yet (requires pixel + mapping).
Archived: forms you no longer use but want to keep for records.
How forms get captured
Native Conversion forms: created and published through the form builder. No setup beyond mapping fields.
Third-party forms: detected and tracked using our JavaScript pixel. Once the pixel is installed, Conversion will scan your site, surface forms under Not tracked, and allow you to start tracking with one click.
Forms as events
Every submission creates a form_submit event for the contact. This event is:
Logged in their activity timeline.
Available as a trigger in workflows.
Mapped to contact attributes (e.g., first_name, company, email).
Key requirements
An Email field must be mapped. Without it, the form cannot be tracked.
Submissions with the same email will update an existing contact rather than creating duplicates.
Submissions without an email remain anonymous until mapped.
Why it matters
All submissions (from native or external forms) funnel into the same Forms dashboard.
You can quickly see which forms are still active, which generate the most volume, and which need mapping or archiving.
Form submissions drive workflows, segmentation, and audience growth.