How Google Sheets Sync Works
Understand the sync process that writes your form submissions to Google Sheets.
The sync process
When a visitor submits a form on your website, here’s what happens behind the scenes:
- 1
Form submission is captured
The LeadToSheet snippet on your website detects the form submission and sends the data to our servers.
- 2
Data is stored securely
The submission is saved in our database with a "Pending" status while it waits to be synced.
- 3
Submission is written to your Google Sheet
Our sync system picks up the pending submission and writes it as a new row in the correct tab of your Google Sheet.
- 4
Status is updated
Once the row is successfully written, the submission’s status changes to "Synced".
Note
Each submission is queued for sync the moment it's captured, so the full capture-to-sheet round trip typically completes within a few seconds of the form being submitted. A fallback sync runs every 5 minutes to catch anything the queue missed.
What gets synced
Every piece of data captured from the form submission is written to your Google Sheet, including:
- A Lead Quality column at column A (for you to score leads manually — AI never writes to this column)
- The submission date and time (in the submitter’s timezone when available)
- All form field values (name, email, phone, message, etc.)
- The page URL where the form was submitted
- Referrer
- AI-written columns: Lead Score (Hot/Warm/Cold), Lead Score Reason, and Lead Summary
- Enrichment columns: Match Confidence, Company, Job Title, LinkedIn, Industry, Company Size, Country
- UTM parameters (source, medium, campaign, term, content)
- Paid Source and Click ID — two consolidated columns that capture paid-ad attribution across Google, Meta, Microsoft, TikTok, and LinkedIn
- Browser, OS, device type, screen size, language, and timezone
- A Submission ID column at the far right — LeadToSheet uses this to find and update rows; leave it untouched
If sync fails
If a submission can’t be written to your Google Sheet (due to a temporary API issue, for example), it’s not lost. LeadToSheet automatically retries failed submissions up to 4 times with increasing delays (1m, 5m, 25m, then ~2h) after the first attempt fails. You can also retry manually from the dashboard Overview — open the site, scroll to Recent Activity, and click the Retry button next to any submission with a Failed sync status.
Tip
You can check the sync success rate on your dashboard. If it drops below 100%, check the troubleshooting guide for submissions not syncing.