Once a form is tracked or created, you’ll configure how data flows into Conversion and connected tools. This happens in the Settings tab of each form.
Contact behavior settings
Subscribe contacts
When enabled, new contacts from the form are automatically set to Subscribed for email.
If disabled, they are created but "no subscription status" by default.
Sync contacts to connected CRMs
Pushes contacts created via this form into your CRM integrations (Salesforce, HubSpot, etc.), following your integration rules.
Field mapping
Email: every form requires mapping to the email variable.
Additional fields: map form fields (e.g., “firstName”, “company”, “website”) to Conversion variables.
Overwrite toggle: decide whether new submissions should replace existing data in the contact record. Useful when values change (e.g., job title), but should be turned off for “fixed” values you don’t want overwritten (e.g., source).
Overwrite examples
ON: Contact changes company domains → map “Company” field with overwrite on, so the new company replaces the old one.
OFF: Contact fills out multiple demo forms with different job titles → leave job title as the original captured value.
Tracking forms (for third-party sites)
Install the Conversion pixel on your website.
Go to Forms → Not tracked, pick a detected form, and click Track.
In the modal, confirm tracking.
Map fields to variables in Settings.
Once tracked, submissions start appearing under Overview, attached to identified contacts.
Form submissions in context
Overview tab: shows submissions tied to that form.
Settings tab: control mapping and contact sync behavior.
Contact activity: each submission appears as a form_submit event.
Best practices
Always map an Email field — no email, no contact.
Keep Overwrite toggled off for fields you don’t want to lose history on.
Use Subscribe contacts thoughtfully to avoid adding people who did not opt in.
For third-party forms, validate pixel installation by submitting a test form and confirming it appears in Conversion.