Send WordPress leads to a monday.com CRM board

What you’re building

Most sites have more than one form. This guide sends them all to one board, with one item per person. Each form gets its own automation, and they all look up the same Email column.

1. New submission
2. Look up the email on your board
3. Found: update that item
4. Not found: create a new item

Website leads

New leads

Name	Email	Phone	Service	Lead source	Lead status
Jordan Price	jordan@acme.com	+1 555 0134	SEO	Quote form
Priya Shah	priya@globex.com	+1 555 0178	Website	Contact form	Working on it
Lee Wong	lee@initech.com		Ads	Brochure download	Qualified

If your leads are in monday CRM

monday.com says monday CRM brings leads from forms, ads, email and integrations together on one board. WordPress Forms Integration has no CRM features of its own. It creates and updates items on a board, with the same templates on every board.

So check one thing first. Open your leads board, click Automate, then Create, and search for WordPress. If the app is listed, the steps below apply. Converting a lead into a contact or a deal stays in monday CRM.

Step 1: Set up the board

1. Add the columns you want to fill. You need an Email column, because that’s what you match on.
2. Add a group for new leads, such as New leads, and drag it to the top of the board. New items land in the board’s top group, and this template has no group picker.
3. If the board already has leads, read Keep your matches working.

Step 2: Prepare each form

1. Make the email field required. A submission with an empty email is skipped, so no item is created.
2. Give each form a distinct title. The Form ID list shows titles only, so two forms called “Contact” look the same. Forminator forms show by slug instead.
3. Decide what names the item. Some forms send name parts with no full name, such as WPForms in its default format and Ninja Forms. Those guides show your options. Best WordPress form plugin for monday.com compares every plugin.
4. Add a hidden Lead source field, if you want one. Give it a fixed value per form. Hidden fields are paid in WPForms and WS Form, and MetForm has none the plugin sends.

Here’s one site with three forms, from three form plugins, all feeding the same board:

Step 3: Create one automation per form

1. On your leads board, click Automate, then Create.
2. Search for WordPress and pick the update item template.
3. Click Account and choose your site. If it isn’t there yet, connect your site.
4. Click Form ID and choose the form.
5. Click update item and map your fields. See Decide what to map.
6. Click this column and choose Email.
7. Click this question and choose the form’s email field.
8. Click this condition and choose an option that creates a new item when nothing matches.
9. Create the automation.
10. Repeat for each form.

Don’t also add a create template for the same form, or every submission creates an extra item. If you run several sites, each one needs its own connection.

Decide what to map

The update item mapping does two jobs. It fills a new item, and it overwrites an existing one. Choose with both in mind:

How the create option works

The this condition options that create a new item are available for items only, not subitems. Here’s what the automation does with each submission:

Without this option, a submission that matches nothing is skipped, so first-time leads never reach the board.

Keep your matches working

The match is exact, so it only works if both sides hold the same value:

• Lowercase email addresses. The app lowercases each answer, so a board value with capital letters might not match.
• Check display text on older items. monday.com’s API reference says an Email column search compares the display text. Items the app creates use the address for both. An item added by hand with a name as its display text might not match.
• Keep one item per email. Clean up existing duplicates first. Options that update only the first match change one item, and the others change every match.

See Update existing items and subitems by matching a field.

Test it

1. Submit one form with an email that isn’t on the board. A new item appears in New leads, with an update holding the full response.
2. Submit a different form with the same email. No new item appears. The item changes, and a second update is posted.
3. Change Lead status, leave the phone blank and submit again. The status and the phone number stay.

Each automation that runs counts toward your plan, so one submission to one form counts as one run. See Plans and usage and the pricing page.

When to use something else

• A form has no email field. Matching can’t work, so use the create template and accept one item per submission.
• Only some submissions should reach the board. The conditional templates check one answer, but they always create an item, so you can’t combine them with matching.
• You don’t need WordPress forms. monday.com’s sales lead form page says you can embed its form on your site.
• Leads also go to other apps. A workflow tool may fit better. WPForms’ monday.com page connects through Zapier, and Gravity Forms’ site lists a third-party add-on by Obtain Code. See Zapier alternatives.

For setup and everything else, read the WordPress forms to monday.com guide.