Receive Web Form Data with Webhooks

This article provides the example data format for a web form lead received via webhook from WhatConverts. When a web form submission is captured in WhatConverts, a POST request as JSON is sent to your configured webhook URL.

Web Form Webhook Example

{
"trigger": "new",
"lead_id": 153928, 
"user_id": "51497-af17340d-62b8-3044-423f-3dc754e621c2",
"lead_type": "Web Form",
"lead_status": "Unique",
"lead_analysis": {
"Keyword Detection": "buy,quote,test", 
"Lead Summary": "The customer was looking to purchase call tracking services. The agent assisted them with setting up an account.", 
"Intent Detection": "The customer wanted to purchase services.", 
"Sentiment Detection": "Positive",
"Topic Detection": "call tracking,purchase,sign up"
}, 
"last_updated": "2016-01-25T17:18:20Z", 
"date_created": "2016-02-01T14:09:01Z", 
"quotable": "Not Set", 
"quote_value": null, 
"sales_value": null, 
"spotted_keywords": "buy,quote",
"lead_score": 50, 
"lead_state": "Completed", 
"profile": "My Profile",
"profile_id": 51497, 
"account": "My Account", 
"account_id": 27313,
"lead_url": "https://www.whatconverts.com/contact", 
"landing_url": "https://www.whatconverts.com/",
"operating_system": "iOS 12", 
"browser": "Chrome Mobile 71",
"device_type": "Smartphone", 
"device_make": "Apple iPhone",
"form_name": "Contact Us Form",
"additional_fields": { 
"full_name": "John Doe",
"email_address": "hello@whatconverts.com",
"subject": "WhatConverts", 
"message": "Hello, I like your service!"
},
"lead_source": "google",
"lead_medium": "cpc",
"lead_campaign": "lead generation", 
"lead_content": "new ad",
"lead_keyword": "generating leads", 
"ip_address": "107.210.21.188", 
"notes": "This is a new lead!", 
"contact_name": "Jeremy Helms", 
"contact_company_name": "Call Tracking Company", 
"contact_email_address": "hello@whatconverts.com", 
"contact_phone_number": "+17044695324",
"email_address": "hello@whatconverts.com", 
"phone_number": "+17044695324", 
"city": "Charlotte", 
"state": "NC",
"zip": "28226",
"country": "US", 
"field_mappings": {
"Company Name": "Call Tracking Company",
"Contact Person": "Jeremy Helms",
"Email": "hello@whatconverts.com",
"Phone Number": "(704) 469-5324"
},
"gclid": "CLibmtmqpNICFcSfGwodQbUAvg",
"msclkid": "25d83debf85f146b8f1d66a754c6a56c",
"unbounce_page_id": "f8e32bbc-e1a1-2c5b-b4d3-c6289c8e33b",
"unbounce_variant_id": "b",
"unbounce_visitor_id": "107.210.21.1881565955056416071",
"salesforce_user_id": "15228103840",
"roistat_visit_id": "wqeOuWjfeIUQdd122casdLK", 
"hubspot_visitor_id": "5a72d290d2d21865a693f14bcf710fed",
"facebook_browser_id": "fb.1.1621529626600.927228660",
"facebook_click_id": "fb.1.1621529626598.IwAR1yDeb6_5RRDGD3fTthh9cPoaqhLYYyDFLN-LolvQwaMAPMhGRljDj-POc",
"google_analytics_client_id": "1017418163.1594157791",
"vwo_account_id": "512835",
"vwo_experiment_id": "2",
"vwo_variant_id": "2",
"vwo_user_id": "D4A14C3EFD6DB2A51749E1A931BE96B44",
"duplicate": false,
"spam": false
}

Web Form-Specific Fields

In addition to common webhook variables, web form leads include these specific fields:

• form_name: The name of the form as configured in WhatConverts
• additional_fields: An object containing all form field submissions as key-value pairs

Understand Additional Fields

The additional_fields object contains all data submitted through the form. This includes standard form fields like name, email, phone, message, as well as any custom fields your form collects. Each field appears as a property with its submitted value.

Common fields you might see in additional_fields:

• full_name
• email_address
• phone_number
• company_name
• subject
• message
• custom fields specific to your forms

Field Mappings

WhatConverts automatically maps common form fields to standardized contact fields. The field_mappings object shows how form fields were interpreted and can include:

• Company Name
• Contact Person
• Email
• Phone Number
• And other standardized fields

Use Web Form Webhooks

Web form webhooks enable you to:

• Send form submissions directly to your CRM
• Trigger email notifications to your team
• Update marketing automation platforms
• Feed data into analytics systems
• Trigger custom workflows based on form content

Form Tracking and Attribution

Web form webhooks include complete marketing attribution data, showing:

• Which marketing campaign drove the submission
• The visitor's journey before submitting
• Device and browser information
• Landing page and referral URLs
• Search keywords that brought the visitor to your site

This attribution data helps you understand which marketing efforts generate the most valuable form submissions.

Related Topics

• What are Webhooks in WhatConverts?
• Set Up Webhooks in WhatConverts
• Receive Phone Call (Modified) Data with Webhooks
• Receive Phone Call (In Progress) Data with Webhooks