A Quick Guide to Pipedrive Web Forms

Laura Caveney
2nd February 2021

Pipedrive web forms are a great way to gather data on your inbound leads. We walk you through how to use them, set them up, and how to get more lead data from them.

Whether they’re embedded in your website, or shared via email campaigns, web forms are a great tool for collecting data on leads. Pipedrive CRM offers users a built-in web form to allow you to remove a step between your leads and their data.

Pipedrive web forms are an easy and reliable way for inbound leads to share their contact information with you.


How to Set Up Pipedrive Forms

Pipedrive forms are offered within the Lead Booster add-on and can be added to your CRM plan. Setting them up is easy.

Within your CRM, head to the Leads section of your dashboard.

set up steps for pipedrive web forms step 1


Create a new web form by clicking on new web form. Then, you’ll need to select your theme, style and template.

Theme allows you to select your colours as well as if the form will be dark or light.

setup pipedrive web forms theme step two


Next, you will select the form Style, choosing your options for the Font, Field style, and Web Form language.

set up pipedrive web forms choose style stage three


Finally, you’ll choose your Template. You have four options to choose from:


setup pipedrive web forms template options stage four

Once you’ve selected your template, click Create Web Form.

Your web form is now live! Since it’s built into Pipedrive, it’ll automatically fire over data to your CRM when leads submit the form.



Data You Can Collect from Pipedrive Forms

While you have access to four types of form templates, the data you can pull from your leads is limited. Data wise, you’re pretty much limited to the information you ask for within your form.

This usually includes:

As you can see, from a marketing perspective, you’re missing key lead data.


How to Get Lead Data Using Pipedrive Forms

We’re sure you’re wondering how you can find out what channel your form lead came from? Or perhaps which campaign they engaged with?

With Pipedrive web forms, you’re missing valuable data on your leads. While you get all the information you need for your sales team to contact them, your marketing team is in the dark on how they generated that new lead.

But, don’t worry. There’s a way around this.

You can integrate Pipedrive with Ruler. Ruler Analytics, which is a marketing attribution tool will act as a go between for your website, your CRM and your marketing tools.

Let’s explain it with an example.

A user sees your PPC campaign on Google promoting a new eBook. They click and download the eBook.

Pipedrive customer journey ebook download


Ruler will track that user, and the channels they engaged with prior to becoming a lead.

When the user converts, Ruler fires all that lead and marketing data to your CRM.


But we all know leads don’t click on your site and convert right away.

That particular lead might have done some organic searches, and clicked on your blog post. Then, they might have engaged with your site via a social referral. Although it was your PPC campaign that caused the lead to convert, it was in fact organic search that had the first interaction with your lead.

pipedrive attribution integration


This is data you can only get access to by integrating Pipedrive with Ruler Analytics.

How to Connect Closed Revenue to Your Pipedrive Forms

Ok, so we cut our story in half. The user converted into a lead, and Ruler fired the marketing data to your CRM. But it doesn’t actually stop there. We said Ruler acts as a go-between for your website, CRM and marketing tools.

So, when that lead converts into a sale, Ruler will scrape all of the revenue data inputted to your CRM and fire it back to your marketing tools.

what do clients want from marketing agencies - closed loop framework - www.ruleranaytics.com

That means, when you log into Google Analytics, your revenue from that lead will be attributed to the channels that influenced it. Not only will your marketing team get more insight of how their efforts are impacting new leads, they will also see how it’s impacting sales.



Wrapping Up

With this new level of data, your marketing team will be equipped with the resources to optimise their campaigns based on the one metric that truly matters: revenue.

By using Ruler Analytics, your marketing team can understand which campaigns are driving clicks, which are driving leads, and which are driving sales. Then, they’ll be able to prioritise their efforts into the campaigns that are driving the most sales.

And remember. With Ruler, you don’t need to use Pipedrive forms. You can use any form and we’ll track it.

What’s the end result? Well, more high-quality leads sat in Pipedrive waiting for your sales team to convert them!

Find out how to integrate Ruler Analytics into Pipedrive, or book a demo with our team to see how we can support you to get more out of your CRM.


Book a demo Ruler Analytics