How Routes Work
Send each captured lead to the right places — a Route pairs a source and optional conditions with one or more destinations.
What a Route is
A Route is a delivery rule. It pairs a source (which leads it watches), optional conditions (which of those leads qualify), and one or more destinations (where qualifying leads are sent). Every captured lead is checked against your Routes, and each matching Route fans the lead out to its destinations.
- Source — all forms on a site, one specific form, or one specific lead source (SDK, Form Endpoint, Hosted Form, REST API, Custom Webhook, Formaloo, Meta, or LinkedIn).
- Conditions — optional filters such as "AI lead score is Hot" or "Industry is SaaS". A Route with no conditions delivers every lead from its source.
- Destinations — one or more places the lead is sent, chosen from the destinations catalog (CRMs, email tools, team chat, messaging apps, auto-reply, or a custom webhook).
Note
Google Sheets is not a Route destination. Every site already syncs to its own Google Sheet automatically — Routes add destinations on top of that sync, they don't replace it.
Create a Route
- 1
Open Routes
Choose Routes under Deliver in the sidebar, then click New route.
- 2
Pick the source
Choose the site, then whether the Route covers all forms, one specific form, or one lead source.
- 3
Add conditions (optional)
Add one or more conditions to narrow which leads qualify. Leave this empty to deliver every lead from the source.
- 4
Add destinations
Pick one or more destinations and complete their setup. Each destination has its own setup guide in this category.
- 5
Test and save
Use Send test lead to push a sample through each destination, confirm it lands, then save the Route. It starts delivering the next matching lead.
Tip
If your form uses non-standard field names ("Your email" instead of "email", or "Phone Number" instead of "phone"), open the Field mapping panel under each destination that supports it — HubSpot, Pipedrive, Mailchimp, Kit, GoHighLevel, Brevo, SalesNexus, Auto-Reply Email, and WhatsApp — and map your form's headers to the canonical contact fields the destination expects.
Conditions
Conditions decide which leads a Route delivers. When a Route has more than one condition, a lead must satisfy every condition to qualify — conditions are combined with AND, not OR. For an OR-style rule, build two Routes instead.
What you can filter on
- AI lead score — Hot, Warm, or Cold
- Industry — the enriched company industry
- Company headcount — the enriched company-size band
- Has LinkedIn URL — whether person enrichment found a LinkedIn profile
- Form name — the AI-generated form name
- UTM source, UTM medium, and UTM campaign — the lead's campaign attribution
Tip
Conditions that filter on AI score, industry, headcount, or LinkedIn rely on AI processing. If AI is turned off for the form, those fields stay blank and the condition can't pass — see AI Lead Intelligence in the Forms & Leads category.
Delivery, testing, and retries
- Delivery log — each Route records every delivery: the destination, success or failure, and the reason a lead was skipped (e.g. "AI score = Cold, condition requires Hot").
- Independent destinations — every destination on a Route is delivered separately, so one failing destination never blocks the others.
- Retries — a failed delivery is retried automatically; a retry sweep runs every few minutes.
- Send test lead — push a sample lead through a destination to confirm the connection before real leads flow.
- Disable, don't delete — every Route has an Enabled toggle. Flip it off to pause deliveries (handy for incident response or a maintenance window) and back on without rebuilding the Route.
Important
Spam submissions are never sent to Route destinations — the delivery is skipped automatically, the same as Google Sheets sync and email alerts.