Integrate Google Forms with LeadSquared

1. Feature Overview

When your leads submit a Google Form, this connector captures their details in LeadSquared in real-time. Once the leads are synced, you can leverage LeadSquared’s CRM features to nurture and convert your leads.


2. Prerequisites


3. How it Works

To push lead data from Google Forms to your LeadSquared account, configure the Google Forms connector instance. Once configured, enable the connector sync.

During configuration, a webhook URL is generated in LeadSquared. Copy this URL and configure it in your Google Forms account. Once configured, the lead capture process is initiated.


4. Installation

You must first install and configure the Google Forms connector.

  1. Navigate to Apps>Apps Marketplace.
  2. Search for Google Forms, and click Install.
    • Alternatively, you can find the connector on the left panel, under Lead Capture.
  3. Once installed, hover your cursor over , and click Configure.

connector google form install

4.1 Configure the connector

Once you’ve installed the connector, on the Configure Google Forms pop-up, configure the connector access for the non-Admin users in your account. Only those users for whom access is granted can view and access the connector (under the Apps main menu).

  1. Select if you want to grant Connector Access that’s Based on Role or Advanced (User Level).
    • Based on Role – From the Specify Roles dropdown, select the LeadSquared user roles that can use the connector.
    • Advanced (User Level) – From the Advanced (User Level) dropdown, select a user boolean field. Based on the value entered in the selected boolean field, the user can access the connector (e.g., for the user Sam, if the “Is Employee” boolean user field contains the value “Yes”, then this user can access the connector).
  2. Once you’re done, click Save Details. To continue the configuration, refer to the below sections.
Note: By default, all Admin users will have access to the connector.
connector google forms configure


5. Admin Configuration

To continue the connector configuration, navigate to Apps>Google Forms.

connectors google form Admin configuration

5.1 Basic Settings

Enter the following details –

Lead SourceEnter the lead source through which the leads were captured (e.g., Google Forms, email campaign, etc.). This detail will be displayed on the Lead Details page, under Lead Source.
Default Country CodeIf the lead’s mobile number is captured without a country code, the default country code that’s selected from the dropdown will be added to the lead’s mobile number.
Select Time ZoneThe time zone followed in your Google Forms account.
Lead Capture Search By CriteriaTo avoid duplicate leads, you must select one unique lead field (e.g., email Id, mobile number, PAN number, etc.) as the search key. This is used to identify the leads pushed from Google Forms.

To know how to mark a LeadSquared lead field as unique, please refer to How to Make a Custom Field Unique.

Lead Capture Secondary Search By CriteriaIf lead identification and capture through the primary Search By criteria fails, it will be re-attempted using the secondary Search By criteria.
Select User to Notify on FailureIf there is an error in fetching leads, the selected user will receive a failure message via email. You can select a user from the list of all the users available in your LeadSquared account.

To know more about the type of errors, please refer to Error Notifications.

Enable NotificationTo ensure notification emails are sent to the selected user when there’s a failed query, enable the Checkbox checkbox.

Once you’ve entered all the details, click Save & Next.

Connectors admin configuration basic settings

5.2 Entity Options

Define the sync behavior of the connector when leads are captured.

5.2.1 Lead/Contact Entity

Based on the Lead Capture Search By criteria (email Id, phone number, etc.), LeadSquared identifies and captures leads from your Google Forms account. Lead capture is enabled by default, and it cannot be disabled. The following options are available to configure the connector’s Sync Behaviour –

  • Capture (Create and Update existing) Record – Leads that only exist in your Google Forms account (but not in your LeadSquared account) will get created in LeadSquared. Leads that exist in both your data provider and LeadSquared accounts will get updated.
  • Create only new record – Leads that only exist in your Google Forms account (but not in your LeadSquared account) will get created in LeadSquared.
  • Update only existing record – Leads that exist in both your Google Forms account and LeadSquared accounts will get updated in LeadSquared.
  • Do Nothing – When a lead is created or updated in your Google Forms account, no action will be performed in your LeadSquared account.

lead or contact entity sync

5.2.2 Activity Entity

Once leads are captured to LeadSquared, you can post custom activities to these leads (e.g., Ticket Creation, Chat Transcript, etc.). These activities will help users keep track of the lead’s journey to conversion. To post activities to the leads captured, alongside Activity Entity, enable the Slider slider. The following options are available to configure the connector’s Sync Behaviour when activities are synced to LeadSquared –

  • Capture (Create and Update existing) Record – New activities will get posted to the lead in LeadSquared, while existing activities will get updated.
  • Create only new record – Only new activities will get posted to leads in LeadSquared.
  • Update only existing record – Only existing activities on the leads captured will get updated in LeadSquared.


Note: Activity Type Definitions is disabled by default.

google forms activity entity sync

5.2.3 Mapping

On the Mapping screen, the Google Forms system fields mapped to the corresponding LeadSquared lead fields are visible. This mapping is carried out by default. If required, you can change or update the default field mapping.

  • To provide a default value for any field, click  , enter the value under Default Value, and click Google.
    • If the data provider doesn’t send data for any lead field, then the default value will get assigned to that specific field. But if the field already has an existing value, then the default value will be ignored.
  • To disable lead data capture for any field, disable the Zoom slider.
  • You can also mark and update a unique lead field as the search key from this screen, by clicking unique icon.
  • To create a custom Google Forms field, click the Add Custom button.
    1. Once this field is created, you must map it to the relevant LeadSquared lead field.
    2. After the field is mapped, to save the custom field, click Google.
    3. To delete a custom field, click .

Once you’re done, click Save & Next.

Note: Based on the lead fields configured in your Google Forms, add or update the lead fields in LeadSquared.

google forms connector mapping

5.3 Generate Webhook URL

After you provide basic details and finish field mapping, a custom webhook URL is generated. To automate lead capture, copy this URL and configure it on your Google Forms account. To know how to do this, refer to the next section.

After you’ve set up the webhook, click More Actions, and enable the sync job. This ensures that through the webhook, lead data from Google Forms is pushed to LeadSquared.

Note: To view logs of all the sync jobs that have taken place, from the More Actions dropdown, click View Logs.

google forms webhook url


6. Add Webhook to Google Forms

Once the LeadSquared webhook is generated, add and configure this webhook on your Google Form.

Note: The steps documented in this section will have to be carried out on every new lead capture Google Form you create.

6.1 Add Script

  1. Copy the LeadSquared webhook URL, and navigate to the Google Form through which you’re capturing leads.
  2. On the top-right corner, click Integrate LeadSquared with Google Forms, and from the list of options, click Script editor.
  3. On the Apps Script screen, paste the following code –
    var webhook = "enter your URL here";
    function onSubmit(event) {
        const form = FormApp.getActiveForm();
        const allResponses = form.getResponses();
        const latestResponse = allResponses[allResponses.length - 1];
        var res = latestResponse.getItemResponses();
        var data = {};
        for (var i = 0; i < res.length; i++) {
            const qTitle = res[i].getItem().getTitle();
            var qAnswer = res[i].getResponse();
            data[qTitle] = qAnswer;
    UrlFetchApp.fetch(webhook, {
            "method": "post",
            "contentType": "application/json",
            "payload": JSON.stringify(data)
  4. In the “enter your URL here” field, paste the LeadSquared webhook URL.
  5. Once you’re done, to save the code, click Integrate LeadSquared with Google Forms.

Integrate LeadSquared with Google Forms

6.2 Add Trigger

Once the code is saved –

  1. On the Apps Script screen, hover your cursor over Integrate LeadSquared with Google Forms, and click Triggers.
  2. On the Triggers screen, click Add Trigger.
  3. On the Add Triggers pop-up, select the following options from the corresponding dropdowns –
    • Choose which function to run – onSubmit
    • Choose which deployment should run – Head
    • Select event source – From form
    • Select event type – On form submit
  4. From the Failure notification settings dropdown, set the frequency in which you’d like to receive failure notifications from Google.
  5. Once you’re done, click Save. The leads who submit the form are now captured in your LeadSquared account.

Integrate LeadSquared with Google Forms


7. View Logs

Here, you can view logs of all the sync jobs that have taken place. View New Events (New Leads), Updated Events (Updated Leads), and Errors (when capturing leads).

  1. Navigate to Apps>Google Forms.
  2. From the More Actions dropdown, click View Logs.
  3. You can filter the logs by selecting a date range (Today, Last 7 Days, This Month, and Last Month), by selecting the Job Status (“All”, “Success” and “Failure”), and by selecting the Sync Status (All, Error, and Success).
  4. You can view the sync status of the following events –
    • New Events – List of all the new leads that have been created in LeadSquared during the selected date range.
    • Updated Events – A list of all the –
      • Duplicate leads that were created with the same Search by Criteria value (e.g., with the same Email Id, Mobile Number, etc.).
      • Leads that previously contained errors, which were fixed and synced successfully.
    • Failed – The list of leads that have not been captured due to mapping errors (e.g., when a boolean field is mapped to an integer field, etc.).
  5. To view the Sync Response details, under Request ID/Sync Job ID, click the Id.
    • Under the right panel, you can view the response status, the API URL, the request, and the response.
    • The responses that are successful will contain the details of the leads that have been pushed from Google Forms.
    • To view the lead capture response under Sync API Response, Leads Updated and Errors in Leads, click Information.


  • For a response that contains an error, the reason for the error is listed in the response. Once you fix it, you can click the Retry button to perform the sync again.
  • The current Lead Sync Behaviour will reflect in the Logs screen. This will help identify the sync that’s used (Capture or Update) for the selected Request/Sync Job Id.

google forms view logs


8. Other Actions

You can edit or delete the Google Forms connector instance that you created. To do this –

  1. Navigate to Apps>App Marketplace.
  2. Search for Google Forms.
  3. Alongside the Google Forms connector, hover your cursor over .
  4. From the list of options, you can perform the following actions –
    • Edit Configuration
    • Disable Configuration
    • Remove Configuration

google forms other actions


9. View Reports

You can view the total number of leads that have been pushed by Google Forms, by referring to the Lead Source report. To know more, please refer to How to track the source of your Leads using Lead Source Report?

Integrate LeadSquared with Google Forms


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