Manage Gravity Forms Leads in LeadCentre
LeadCentre connects to Gravity Forms through the Gravity Forms Webhooks Add-On, which comes with the Elite and Nonprofit licences. A webhook feed on your form posts each entry to your LeadCentre URL as JSON, under names you choose, and each one becomes a lead. Your team gets a push notification, and Gravity Forms keeps its own entry and sends its notifications as before.
Via Webhook: The platform posts each lead to your LeadCentre webhook URL.
- Your own field names with Select Fields, matched once and unchanged if you relabel the form later.
- Feed conditions decide which entries become leads, such as quote requests but not job applications.
- A push alert for each entry, with statuses, follow-ups and won values on the lead.
What this does
Gravity Forms saves each submission as an entry and sends its notifications. The Webhooks Add-On adds webhook feeds to a form. Each feed has a Request URL, a method, a format and a body, and runs on every submission or only when its conditions are met. Point a feed at your LeadCentre URL, and each entry it sends becomes a lead.
Select Fields or All Fields
The feed's Request Body has two options, and the choice makes a difference:
- Select Fields shows Field Values, where you add a key for each value you want to send, such as email, and choose the form field or entry detail it comes from. Smart Match recognises short keys like these, and they stay the same if you change a field's label.
- All Fields sends the whole entry, unformatted. Gravity Forms names entry values by field ID, such as 1 or 2.3, so the matching screen shows numbers, and a field you delete and add again gets a new one.
Use Select Fields.
More than one feed
A form can have several feeds. Two feeds with different conditions can post to two LeadCentre keys, for example domestic and commercial enquiries, so each shows as its own lead source. Keep one feed per key, or the same entry arrives twice.
What happens when someone submits your form?
Step 1
Someone submits your form
Gravity Forms saves the entry and sends its notifications, as it does now.
Step 2
The webhook feed runs
If its condition is met, the feed posts your chosen keys and values to your LeadCentre URL as JSON.
Step 3
A lead is created
Saved field matching fills in the lead, and the key's name is its source unless you send one.
Step 4
The right people are alerted
A push goes to the people switched on for New lead alerts. Instant Replies can email the enquirer.
Step 5
You follow it through
Call from the lead, move it from New to Quoted to Won, and set follow-ups along the way.
What you can do with Gravity Forms leads
On every plan:
- New lead alerts on iPhone and Android, sent to the people switched on for them on the Team page.
- Call, Text, WhatsApp and Email buttons on each lead, opening your own templates, with different wording in and out of business hours.
- A pipeline of New, Contacted, Quoted, Booked, Won and Lost, with counts and won value on the Home screen.
- Follow-ups with a date, time and note, and a reminder push when one is due.
- Lead assignment. Give a lead to one person, who gets an alert. A User sees leads assigned to them plus unassigned ones.
- Custom lead fields for anything else your form asks, such as roof type or budget.
- Conversion feedback to Google. If your form sends a Google click ID (gclid), it's kept on the lead, and LeadCentre sends that lead's progress back to Google, including won jobs and their values.
- Instant Replies, an automatic email to the person who submitted, with separate wording in and out of hours.
With the Respond add-on:
- Automatic SMS replies to new leads from a dedicated UK business number, and two-way texting in the Messages tab.
- Lead Rescue, automated follow-ups for leads still at New or Contacted who haven't replied. It stops as soon as a lead moves on.
- AI conversations, off until you switch them on. Assist drafts a reply for you to send, and Autopilot replies by itself and passes anything it can't answer to a person.
Keep the two kinds of message apart: the new lead alert goes to your team, while Instant Replies and Respond's texts go to the person who filled in the form.
How to connect Gravity Forms to LeadCentre
Before you start:
- A Gravity Forms licence that includes the Webhooks Add-On. Gravity Forms lists it with its Elite and Nonprofit licences. Its pricing page shows it isn't part of Basic or Pro, so check there before you upgrade.
- The Webhooks Add-On installed and active. Gravity Forms' guide to triggering webhooks on form submissions covers every feed setting.
- A LeadCentre login with the Admin role, to create the key and match the fields.
- 1
Create a key in LeadCentre
Go to Settings > Connections. Under "Add another key", type a name such as Quote form and press "Create". The name becomes each lead's source. Press "Copy" and keep the URL safe, because LeadCentre shows it only once.
- 2
Add a webhook feed
In WordPress, open your form, go to Form Settings, then Webhooks, and press Add New. Name the feed, for example LeadCentre, and paste the URL into Request URL, whole.
- 3
Set the method and format
Set Request Method to POST and Request Format to JSON. You don't need any Request Headers, because the key is already in the URL.
- 4
Choose Select Fields and add your keys
Set Request Body to Select Fields. In Field Values, add a row for each value: type a short key, such as name, email, phone, postcode, service or message, and choose the form field it comes from. For the page the form was on, add the key landing_page_url with a custom value of
{embed_url}. For a reference that stops duplicates, add id with{entry_id}. - 5
Add a condition if you need one
Turn on Webhook Condition to send only some entries, for example when the enquiry type isn't Careers. Leave it off to send every entry. Save the feed.
- 6
Listen and submit a test entry
In LeadCentre, follow "Next: test and match fields" and press "Listen for test data". It lasts 15 minutes. Submit the live form with every field filled in, using answers that meet your condition. Your keys should appear under "2. Match the fields" a few seconds later.
- 7
Match, save and stop listening
Smart Match should suggest most of your keys. Confirm them, choose a custom field for anything else or leave it on Do not use, and press "Save field matching". Press "Stop listening", send one more entry and check it reaches your Leads list and your phone.
What form data can you send?
With Select Fields the keys are yours, so these are the ones we'd type. Values can come from form fields, entry details, or a custom value using merge tags such as {embed_url}, {entry_id} and {form_title}.
Tracking data comes from Hidden fields you add. Gravity Forms can fill a field from the page's address. In the field's Advanced tab, tick Allow Field To Be Populated Dynamically and enter a Parameter Name, such as utm_source. Gravity Forms' guide explains it and notes that some hosts' caching stops it working, so test it on the live site.
Send each one under the same name as its key, such as utm_source, utm_campaign or gclid. Fields with those exact names are kept on the lead without being matched, and show under Attribution Details in the portal. If the address in {embed_url} includes campaign tags, LeadCentre reads those too.
| Field sent | Usually matched to |
|---|---|
| name, or first_name and last_name | Full name, or First name and Last name |
| phone | Phone (mobile or landline) |
| postcode | Postcode |
| service | Enquiry type |
| message | Enquiry / Message |
| consent (a Consent field) | A custom field, such as Marketing consent |
| Any other question, such as roof_type | A custom field |
| landing_page_url, from {embed_url} | Landing page URL (kept automatically) |
| lead_source, from {form_title} | Lead source |
| id, from {entry_id} | Unique ID (stops duplicates) |
| utm_source, utm_campaign, gclid (Hidden fields) | Kept automatically |
Managing enquiries beyond email notifications
Gravity Forms does a lot with each submission already. It stores every one as an entry, which you can browse by form and filter by Unread, Starred, Spam and Trash. Each new form comes with an Admin Notification that emails the site admin, and you can add more notifications, including one to the person who filled it in.
Entries are built as a record. Working through enquiries as a team needs a little more: a status that shows who's been quoted, a reminder to call back, and the value of the jobs you win. LeadCentre adds that, alongside the entry:
- Alerts on the phones of the people on call, not only an email to the admin address.
- Statuses from New to Won or Lost, with the job's value when you win and a reason when you lose.
- Follow-up reminders, with Overdue, Today and Upcoming tabs in the app.
- Won values, which show on the Home screen with your win rate.
Gravity Forms keeps the entry whatever happens to the webhook, so the details are still in WordPress if a post ever fails. If one of your notifications already emails the person a confirmation, decide whether that or Instant Replies sends it, so nobody gets two.
For agencies managing client enquiries
Each client's Gravity Forms feed posts to that client's own LeadCentre account. Every account has its own webhook keys and URL, so one client's entries can't reach another client's leads.
Say you run ten client sites, each with the same quote form:
- Build the first one properly. Create the client's key, settle your Field Values keys and save the matching. Save that client as a snapshot, and its key names and field matching carry over to each new client you start from it. Then paste each client's own URL into the feed on their site.
- Keep the keys the same on every site, so the saved matching fits each one without changes.
- The client's people get the alerts. New lead pushes go to the people switched on for New lead alerts on that client's Team page. Agency staff don't get them.
- Clients work their own leads in the app and portal, and see only their own account. An Agency Admin decides which features each client's people can use, such as Connections and Custom Fields.
- Access follows assignment. Agency Admins can open any client, and Agency Users reach only the clients assigned to them.
- Respond per client. Switch Respond on for the clients who want texting. The agency pays for each one, and the client sees no price or bill.
See agency accounts for plans, roles and snapshots.
Pricing and requirements
What you need for this connection. Prices for each plan and the Respond add-on are on the pricing page.
- LeadCentre plan
Any plan. Webhooks, field matching, custom fields, the app and Instant Replies are on every plan.
- Respond add-on
Optional, paid per account. Adds a dedicated UK business number with two-way SMS and call forwarding, automatic text replies, Lead Rescue follow-ups and AI conversations. About Respond.
- Gravity Forms licence
Elite or Nonprofit, which include the Webhooks Add-On. Licence contents can change, so check Gravity Forms' pricing first.
- Webhooks Add-On
Installed and activated on your site. Included with those licences.
- Messaging usage
Respond's allowances are monthly. When one runs out, the account is told and can buy credits for extra usage. New entries still arrive as leads.
Common problems
My fields arrive as numbers
The feed's Request Body is set to All Fields, which sends the raw entry named by field ID. Change it to Select Fields, add a key for each value, then send another entry while listening and match the new keys. Set the numbered rows to Do not use.
Some entries never reach LeadCentre
Check the feed's Webhook Condition against what was submitted, because an entry that doesn't meet it isn't sent. Gravity Forms also skips feeds for entries marked as spam, so look in the Spam view of your entries.
Nothing arrived from my test entry
Turn logging on under Forms, then Settings, then Logging, submit again, and view the Webhooks Add-On's log, which shows LeadCentre's response. A 401 means the URL was copied in part or has been replaced. On a 200, check you have the right key open in LeadCentre and that listening hadn't run out. Turn logging off afterwards, as logs can hold personal details.
Entries show "Waiting for field matching"
The feed was live on that key before anything was matched, so LeadCentre has held those entries. Save your matching and they become leads, and a banner tells you how many were added.
My Hidden fields for campaign tags are empty
Dynamic population only fills a field when the page's address carries that parameter, and Gravity Forms notes that some hosts' caching stops it. Visit the form with ?utm_source=test on the address, submit, and check the entry. If it's empty, ask your host to leave that page out of caching.
One entry made two leads
Usually two feeds on the form post to LeadCentre. Check the form's Webhooks list and remove the extra one. Sending {entry_id} as id, matched to Unique ID, also stops a repeat of the same entry creating a second lead.
Questions about this connection
How do I connect Gravity Forms to LeadCentre?
Add a webhook feed under Form Settings, then Webhooks. Paste your LeadCentre URL, choose POST and JSON, set Request Body to Select Fields and add a key for each field. Send a test entry while LeadCentre listens, match the keys once, and later entries become leads.
What Gravity Forms licence or add-on do I need?
The Webhooks Add-On, which Gravity Forms includes with its Elite and Nonprofit licences. Its pricing page doesn't list it on Basic or Pro. On the LeadCentre side, any plan works.
Can I receive Gravity Forms lead alerts on my phone?
Yes. With the LeadCentre app on iPhone or Android, each new lead sends a push notification to the people switched on for New lead alerts. Business hours don't pause them, so an entry at 9pm still reaches you.
Can I map custom Gravity Forms fields?
Yes. Give the field a key in Field Values, such as roof_type. On LeadCentre's matching screen, choose a custom field for it or type a name to create one. Custom fields hold text, and an Admin sets them up.
Can I follow up automatically after a submission?
Yes. Instant Replies emails the person straight away on every plan. With the Respond add-on, they can also get an automatic text, and Lead Rescue follows up leads still at New or Contacted who haven't replied. For your own follow-ups, LeadCentre reminds you when each one is due.
Can an agency connect forms for multiple clients?
Yes. Each client has its own LeadCentre account and webhook URL, so each site's feed points at its own client. A snapshot carries your key names and field matching to the next client. See agency accounts.
Will Gravity Forms still store the entry?
Yes. The feed is an extra step, and the entry and its notifications carry on as before.
Related features and guides
- WordPress formsAll five plugins side by side
- WPForms setupThe other plugin with a webhooks addon
- Custom lead fieldsWhere your extra questions go
- Lead conversion trackingFrom entry to won job value
- For home improvementLong quote forms, followed up
- Track Google Ads leads to salesWhy the gclid field is worth adding
Connect your lead sources
Set up your LeadCentre account and connect this source, and your next enquiry can arrive on your phone.