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Web form leads, quizzes and ads — straight into your CRM

A website form, a Facebook quiz, a Google Ads lead form or a chat with a voice assistant. Every inquiry becomes a lead card with its source in seconds, with no copying from email.

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  • Updated Oct 3, 2026
  • 6 min read

How web form leads get into the CRM

Website leads reach 95sales CRM in two ways: through the 95sales tracking code on your pages, or through a webhook, an address your site builder or ad platform sends the inquiry to. Both create a lead card in the pipeline, and your team sees it right away.

Lead sourceHow it connectsWhat lands in the card
WordPress sites: Contact Form 7, Elementor, WPForms, Gravity Forms, Fluent Forms, ForminatorThe 95sales tracking code: one line or via Google Tag ManagerForm fields, UTM tags, ad click, landing page, city
Plain HTML forms on any siteThe 95sales tracking codeSame as above
Tilda, WordPress (via a webhook plugin)Webhook to the CRM addressForm fields and tags
Google Ads lead formsWebhook in the form settingsForm contacts and the ad click
adsquiz and Marquiz quizzesWebhook in the quiz settingsQuiz answers, contacts, business (brand)
Meta lead forms (Facebook, Instagram)Via Zapier or MakeContacts and form name
Voice assistant on your sitePost-call webhookSummary and transcript of the conversation

Calls are a separate channel. They come from your phone system; see call tracking integration.

What the 95sales tracking code does on your website

The 95sales tracking code is a small snippet you add to your site with one line in the template or through Google Tag Manager. It does two things.

  1. It remembers which ad brought the visitor: UTM tags, a Google Ads or Meta click, and the landing page. If someone came from an ad on Tuesday and submitted a form a week later from organic search, the CRM still shows the ad campaign.
  2. It captures form submissions from Contact Form 7, Elementor, WPForms, Gravity, Fluent, Forminator, plain HTML forms and the voice assistant form, and sends the data to the CRM with the ad source.

You don't need to rebuild your forms. They keep working as before, and email notifications still arrive.

What you see in a web lead card

A website lead card has everything needed for the first call: name and phone, the form text or quiz answers, the site and page it was sent from, the ad source, campaign and keyword, and city. The salesperson sees that the person searched for "rehab after a stroke" or "painless cavity treatment" and starts with their question instead of "how can I help?".

Every new inquiry triggers a notification for the people who work with leads: inside the CRM and as a push on their phone if the CRM is installed as an app. If a lead comes in overnight, it waits in the New stage with a timestamp in the morning.

Duplicates: what if someone submits twice?

The CRM checks for duplicates by phone number. A repeat inquiry from the same number doesn't create a second card; it's added to the existing lead. The salesperson sees this isn't the person's first contact and doesn't start from scratch. If the number is in the old database archive, the card goes back into play automatically. A lead record can hold several phones (relatives' numbers), and if two records of the same person do appear, you merge them into one.

AI voice assistant on your website

The voice assistant answers website visitors by voice and, after the conversation, sends a summary and transcript to the CRM. If the person is already in the database, the conversation is added as a comment to their lead; if not, a new lead is created. The connection is protected, and the conversation text is stored encrypted. This is separate from the AI assistant inside the CRM, which works for your staff.

Several websites and businesses in one CRM

If a company runs several websites or businesses (brands), all inquiries go to one CRM, and the Business is set by the site's domain or the phone line. A quiz webhook can also carry the business in its address. Lead screens have a business switcher, and analytics has a business and site filter. The lead's city is detected too, from the number, the page, the call or the form. More on locations and brands in multi-location and holding.

Who it's for and what it solves

  • Private clinics, dental practices, diagnostic centers. Website and quiz inquiries no longer sit in the admin's inbox until morning. The card appears right away and has an owner.
  • Rehab centers and care homes. Relatives often fill in a quiz from a Facebook ad late at night. In the morning, the salesperson sees the quiz answers and calls already prepared.
  • Agencies. Inquiries from the agency's own website and lead forms land in Deals with a campaign tag, so you see which channel brings clients.
  • Groups with several websites. All inquiries in one database, tagged by business and site.

How to connect your web forms

  1. Get the 95sales tracking code and a webhook address with a key in the CRM.
  2. Add the tracking code to your site with one line or via Google Tag Manager, or let our team do it.
  3. For Tilda, quizzes and Google Ads lead forms, paste the webhook address into the form settings.
  4. For Meta, set up a Zapier or Make scenario that sends the lead to the webhook.
  5. Submit a test inquiry and check the card and its source in the CRM.

Connecting your website and telephony is a one-time fee, quoted before work starts.

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FAQ

What clinics ask

How do I connect website form leads to a CRM?

Add the 95sales tracking code to your site with one line or through Google Tag Manager. It captures Contact Form 7, Elementor, WPForms and other forms and sends them to the CRM with UTM tags.

Does the CRM work with Tilda?

Yes. You set the 95sales webhook in the Tilda form settings, and every submission creates a lead card.

Can I get leads from Facebook and Instagram?

Yes, Meta lead forms connect via Zapier or Make. adsquiz and Marquiz quizzes connect directly by webhook.

What happens if a client submits an inquiry twice?

The CRM finds them by phone number and adds the inquiry to the existing card instead of creating a duplicate.

Do I need to rebuild the forms on my website?

No. The tracking code picks up submissions of your existing forms, and email notifications keep arriving as before.

Is the ad source saved?

Yes. The tracking code remembers which ad brought the visitor (UTM tags, a Google Ads or Meta click) even if they submit the form later, and passes it to the lead card.