Gravity Forms → GoHighLevel Integration Guide

I see this exact setup requested in about 60% of agency audits I run. Gravity Forms is powering the lead capture, but the leads are getting stuck in WordPress instead of flowing into GoHighLevel where the sales team can actually work them. Usually it’s because someone set up a Zapier connection six months ago that’s been silently failing, or they’re manually exporting CSVs like it’s 2015.

The frustrating part is that a broken integration means missed follow-ups, cold leads, and angry sales teams asking where their prospects went.

What You’ll Have Working By The End

Prerequisites

Step 1: Check for Native Integration (There Isn’t One)

GoHighLevel doesn’t have a direct Gravity Forms add-on, despite what some blog posts claim. I’ve checked their marketplace and integration docs — nothing exists. The closest thing is their WordPress plugin, but that’s just for embedding GHL forms, not capturing Gravity Forms submissions.

This means we’re going with either Zapier or a webhook approach. Zapier is easier to set up and maintain, webhooks give you more control.

This is the approach I recommend for 80% of setups because it’s reliable and doesn’t require custom code.

Create the Zap

  1. In Zapier, create a new Zap with Gravity Forms as the trigger
  2. Choose New Form Submission as the trigger event
  3. Connect your WordPress site by entering your site URL and creating an API key in Gravity Forms (Forms → Settings → REST API)
  4. Select your specific form from the dropdown
  5. Test the trigger by submitting a test form entry

Configure GoHighLevel Action

  1. Add GoHighLevel as the action app
  2. Choose Create Contact as the action event
  3. Connect your GHL account using your API key
  4. Map your fields:
    • First Name: Map to your Gravity Forms name field (usually Field 1.3)
    • Last Name: Map to Field 1.6 if you’re using separate name fields
    • Email: Map to your email field (usually Field 2)
    • Phone: Map to your phone field (usually Field 3)
    • Source: Set to “Website Form” or your form name
    • Tags: Add relevant tags like “Gravity Forms Lead”

Handle Custom Fields

For custom fields like budget, company, or lead source:

  1. In GoHighLevel, go to Settings → Custom Fields
  2. Create any custom fields you need (Budget, Company Size, etc.)
  3. Back in Zapier, scroll down to the Custom Fields section
  4. Map your Gravity Forms custom fields to the corresponding GHL custom fields

The field mapping should look like this:

Gravity Forms Field 4 (Company) → GoHighLevel Custom Field "Company"
Gravity Forms Field 5 (Budget) → GoHighLevel Custom Field "Budget"
Gravity Forms Field 6 (Lead Source) → GoHighLevel Custom Field "Lead Source"

Step 3: Set Up Webhook Method (Advanced)

If you need more control or want to avoid Zapier’s monthly cost, use GoHighLevel’s webhook endpoint directly.

Get Your Webhook URL

  1. In GoHighLevel, go to Settings → Integrations → Webhooks
  2. Create a new incoming webhook
  3. Set the trigger to “Inbound Webhook”
  4. Copy the webhook URL (looks like https://hooks.gohighlevel.com/hooks/abc123...)

Configure Gravity Forms Webhook

  1. In WordPress admin, go to Forms → your form → Settings
  2. Click Webhooks (you might need to activate this add-on first)
  3. Add a new webhook with these settings:
    • Name: GoHighLevel Lead
    • Request URL: Your GHL webhook URL
    • Request Method: POST
    • Request Format: JSON

Map the Fields

In the Request Body field, use this JSON structure:

{
  "firstName": "{First Name:1.3}",
  "lastName": "{Last Name:1.6}",
  "email": "{Email:2}",
  "phone": "{Phone:3}",
  "source": "Gravity Forms",
  "customFields": {
    "company": "{Company:4}",
    "budget": "{Budget:5}",
    "leadSource": "{Lead Source:6}"
  }
}

Replace the field numbers (1.3, 2, 3, etc.) with your actual Gravity Forms field IDs. You can find these by editing your form and looking at the field labels.

Add Conditional Logic (Optional)

If you only want certain form submissions to go to GoHighLevel:

  1. Scroll down to Conditional Logic in the webhook settings
  2. Set conditions like “Only send if Lead Type equals ‘Sales Inquiry’”
  3. This prevents test submissions or newsletter signups from cluttering your CRM

Step 4: Set Up Pipeline Automation

Once leads are flowing into GoHighLevel, set up automation to move them through your pipeline:

  1. Go to Automation → Workflows
  2. Create a new workflow with the trigger “Contact Created”
  3. Add a condition to check if the contact source contains “Gravity Forms”
  4. Add these actions:
    • Add to Pipeline: Choose your sales pipeline and set the initial stage
    • Send Internal Notification: Alert your sales team
    • Add Tags: Tag with “New Lead” and the form name
    • Create Task: Assign follow-up task to sales rep

This ensures every Gravity Forms lead gets immediately assigned and tracked in your sales process.

Testing & Verification

Test the Integration

  1. Submit a test entry through your Gravity Forms form
  2. Use fake but realistic data (real email format, proper phone number)
  3. Check that the submission appears in GoHighLevel within 30 seconds
  4. Verify all mapped fields populated correctly
  5. Confirm any automation triggers fired (pipeline assignment, notifications)

Cross-Check the Numbers

Every Monday, compare your Gravity Forms entry count to GoHighLevel contact count for the previous week. They should match within 2-3 contacts (accounting for test submissions).

In Gravity Forms: Forms → Entries → filter by date range In GoHighLevel: Contacts → filter by “Created Date” and “Source”

If you’re seeing more than 5% variance, something is broken and needs fixing.

Red Flags

Watch for these warning signs:

Troubleshooting

Problem: Zapier shows “Contact already exists” error → Solution: In your Zapier action, enable “Skip if Contact Exists” or switch to “Create or Update Contact” instead of just “Create Contact.”

Problem: Phone numbers aren’t formatting correctly → Solution: Add a Zapier formatter step to clean phone numbers before sending to GoHighLevel. Use “Phone Number” formatter with your country code.

Problem: Webhook is receiving data but not creating contacts → Solution: Check your JSON syntax in the webhook payload. Missing commas or extra quotes will cause the entire request to fail silently.

Problem: Custom fields showing up blank in GoHighLevel → Solution: Verify the custom field names match exactly between Zapier/webhook and GoHighLevel. Field names are case-sensitive.

Problem: Multiple contacts being created for the same person → Solution: GoHighLevel deduplicates on email address by default. If people are using different email addresses, add phone number as a secondary dedupe field in GHL settings.

Problem: Integration stops working after WordPress update → Solution: Check that Gravity Forms and any add-ons are updated to compatible versions. WordPress updates sometimes break plugin APIs temporarily.

What To Do Next

Once your basic integration is working, consider these related setups:

This guide is part of the GoHighLevel Integrations Hub — connecting GHL to your forms, ads, and analytics tools.