Forms: build forms and route leads

The Forms widget builds any form your site needs, from a one-line contact form to a multi-step quote request, and embeds it with the same single Amabrik snippet you use for every other widget. The part that sets it apart: every submission is forwarded straight to your CRM, email, or webhook the instant it lands, then it’s gone. Amabrik never stores it and never logs it. There is no submissions table, no inbox on our side, and no second copy of your customer data to manage or to leak.

This page walks through turning the widget on, building your form tab by tab, choosing where submissions go, the per-form email sender, spam protection, the address and country fields, and translations.

Turn it on

Open the dashboard, go to Widgets, and click the Forms card. If you have no form yet, Amabrik takes you straight into creating one. If you already have one or more, you’ll see the list, with a “New form” button that starts the same flow.

A form is built as a list of fields. Drag the handle on any row to reorder it, click a field to open its settings, and use the “Add field” button to drop in a new one. A live desktop and mobile preview sits beside the editor, so you see every change as you make it. The Save button is sticky and always visible while you scroll. When you’re ready, the Install button gives you the one snippet to paste on your site. It works on WordPress, Shopify, Webflow, Framer, or a custom build.

Build your form

The editor uses the same small set of tabs as every Amabrik widget, so there’s nothing new to learn moving between them: Content, Style, Layout, Email, Integrations, Targeting, Advanced. Each tab holds named accordion sections; the first is open, the rest are collapsed.

Content tab: the fields

The Content tab is where you build the form itself. The first section is the field list, plus the submit button settings. Click “Add field” to open the field-type picker. Here is every field type you can add:

• Text and Long text for short or multi-line answers.
• Email (validated as a real email address) and Website (validated as an http or https URL).
• Phone, with a searchable country dial-code dropdown and flags. It submits the full international number.
• Number, with optional minimum and maximum values.
• Date and Time (the time field can be 12-hour or 24-hour).
• Address, a composite field, and Country, a searchable country picker with flags.
• Hidden, an invisible field that submits a fixed value (useful for tagging where a submission came from).
• Name, with an optional separate Last name input beside the First name.
• Heading and Paragraph, static text blocks that aren’t filled in (basic sanitized HTML is allowed).
• Choice (pick one), Checkboxes (pick several), Image Choice (pick an image tile), and Dropdown (pick one from a list, optionally searchable).
• Consent, a checkbox with your own consent text, required by default.
• Signature, a draw-to-sign pad.
• Image, a decorative image block with a URL, alt text, layout, width, and corner radius.
• Rating scales: Star Scale (3 to 10 stars), Number Scale (a numbered range with start and end labels, the NPS pattern), Thumb Scale, and Smiley Scale.

Click any field to open its settings. Most fields share a common set of controls:

• Label (the visible field name) and, where it applies, a Placeholder and an optional Hint shown under the input.
• Required, a toggle that blocks submit until the field has a value.
• Column width: Full, Half, One third, or a Custom percentage. This is how you lay fields out in one or two columns.
• Conditional logic: show this field only when another field’s value matches a rule. The operators are: is, is not, contains, does not contain, starts with, ends with, is empty, is not empty. When the controlling field has options, you pick the value from its option list. A hidden field is never validated or submitted.

Type-specific fields add their own controls: choices and dropdowns have a reorderable options list with a bulk-add box (one option per line), number and star scales set their ranges, and so on. Validation runs on the visitor’s browser before anything is sent: required checks, email and URL format, and number min/max all surface as inline errors and focus the first invalid field.

Style tab

Match the form to your brand: the field style, layout, colors, borders (with normal, hover, and focus states), shadows, corner radius, fonts, and the submit button. The form renders inside a Shadow DOM, so it inherits nothing from the host site’s CSS and nothing leaks out.

Layout tab

Choose a simple form (one continuous list of fields) or a multi-step form. A multi-step form shows one page at a time with a progress indicator, so a long form feels short. In multi-step mode the Content tab becomes a Pages editor: each page has its own title, description, and fields, you can drag pages to reorder them, and a field’s menu lets you move it to another page.

Where submissions go

This is the heart of the widget. Every form sends its submissions onward, and Amabrik keeps nothing. You set the destinations on the Integrations tab.

Connect a CRM

The CRM section connects this form to your email or marketing tool. Each form instance owns its own connection, so different forms can route to different places, and duplicating a form copies the connection. Supported providers are Mailchimp, Klaviyo, Brevo, MailerLite, ConvertKit (now Kit), ActiveCampaign, Resend, and Loops. Connect with an API key or, where the provider supports it, OAuth, then pick the destination list or audience. When a visitor selects an option in a choice, checkboxes, or dropdown field, that option’s label becomes a tag on the new contact in your CRM, so you can segment or automate by it.

Connect a webhook

The Webhook section sends every submission as JSON to any URL you paste. Zapier and Make both hand you a webhook URL; n8n and custom endpoints work the same way. The payload carries every answer by its label, the form name, and the page URL. The URL is kept private and never shown to your visitors.

How the pass-through works

When someone submits, the form posts to the Amabrik api, which forwards the data straight to the destination you connected (your CRM, your webhook, or your own email server), then discards it. The submission is never written to a database and never logged. The provider’s API key or token is encrypted at rest and decrypted only in memory to make that one forward, so it never reaches the browser and never appears in your public config. This is why there is no submissions viewer in the dashboard: there is nothing to view, by design. The only visitor data Amabrik ever stores is cookie-consent records from the Cookie consent widget, which is a separate thing.

Analytics

The Integrations tab also has a Google Analytics section. It sends events (Form Submitted, and Step Viewed for multi-step forms) to the GA4 or Tag Manager already on your site. Amabrik does not load GA4 itself, the events respect cookie consent, and no entered field value is ever sent, only the parameters you configure.

The per-form email sender (SMTP)

The Email tab lets a form email each submission to your inbox through your own SMTP server, with no CRM involved. This is a forms-only option. Turn on “Email the submissions” and fill in:

• From address: your email address. Submissions are delivered to it, and sent from it, so there’s no separate recipient field. With most providers this must be your SMTP account address.
• Server details: the SMTP host, the port (465 with implicit TLS is the most reliable, or 587 with STARTTLS), and the encryption.
• Authentication: the username (usually your full email address) and the password. Many providers want an app password rather than your normal login.
• Auto-reply (optional): a confirmation email sent back to the person, with your own subject and message, when the form has an email field.

Use the “Test connection” button to confirm it works. Amabrik sends the email through your server, so it still never stores the message. The password is write-only: it’s forwarded once to be encrypted at rest, then dropped from the editor and never shown again.

Spam protection

On the Advanced tab, the Spam protection toggle turns on free, invisible, privacy-first protection. Real visitors submit with no checkbox and no puzzle to solve, while their browser quietly solves a tiny proof-of-work test that makes automated junk expensive to send. It runs on Amabrik’s own servers, sets no cookies, and tracks nobody, so it adds no consent banner or legal footer.

That invisible test is a privacy-first captcha, the modern replacement for a checkbox or a puzzle. Rate limiting runs on every form regardless and blocks submission floods. On top of that, the domain allowlist (set when you add your site’s domain) means the api only accepts submissions from your own site, so a stolen copy of your snippet can’t run anywhere else.

Address, country, and phone fields

The country names, US state names, and the flag SVGs these fields need are heavy, so Amabrik loads them as a separate chunk that only downloads when a form actually has an address, country, or phone field. A form with none of those fetches zero geo data. Nothing your form doesn’t use is ever shipped to the visitor.

When the form does have one of those fields, the visitor’s country is pre-selected from a coarse, edge-resolved country code (their IP is never read or stored), and they can always change it. You can turn this off per form under Advanced, in Country detection.

Translations and languages

Every form can run in multiple languages. On the Advanced tab, the Languages section sets a default language, an auto-detect toggle, and a list of the languages you’ve added. For each language you translate the field labels, placeholders, the success message, and the rest of the visible text. The loader serves each visitor the resolved language automatically, so one form covers every market you sell to.

The Direction setting (Auto, Left to right, or Right to left) controls reading direction. Auto follows the language: right to left for Arabic, Hebrew, and similar scripts, otherwise left to right. The layout mirrors automatically, so an Arabic form is fully right to left without any extra work.

Tips

• Keep forms short. Each field you remove tends to lift completion. Use conditional logic to hide fields that only some people need, and multi-step pages to break a long form into bite-size steps.
• Add a Consent field for any lead or signup form so it’s clean from the first submission, and use the option-to-tag behavior to segment contacts in your CRM.
• Set the post-submit action under Advanced, in After submit: show a success message, redirect to a thank-you page, or hide the form.
• Route different forms to different places. A support form can email your inbox while a newsletter form drops into your list tool.
• Turn on spam protection for any public form, and leave the captcha and rate limit to do the rest in the background.

FAQ

Where are my form submissions stored?

They aren’t. Forms are a pure pass-through: every submission is forwarded to your CRM, your webhook, or your own SMTP server the instant it lands, then discarded. Amabrik never writes it to a database and never logs it. There is no submissions table and no submissions viewer, so there’s no second copy of your customer data to be breached, exported, or managed under GDPR.

Which tools can a form send to?

A CRM or email tool (Mailchimp, Klaviyo, Brevo, MailerLite, ConvertKit/Kit, ActiveCampaign, Resend, or Loops), any webhook (Zapier, Make, n8n, or a custom endpoint), or your own SMTP server. You can use more than one at once: a form can route to a CRM and post to a webhook and email you, all from the same submission.

Can a form upload files?

Not at the moment. The field types are text, long text, email, website, phone, number, date, time, address, country, hidden, name, heading, paragraph, choice, image choice, checkboxes, dropdown, consent, signature, image, and the four rating scales. The Signature field captures a drawn signature, and the Image field shows a decorative image you host, but there is no file-upload field for visitors to attach a file.

How does spam get blocked without a puzzle?

Three ways at once: an invisible captcha (a proof-of-work test with no checkbox and no puzzle), rate limiting that blocks floods, and a domain allowlist that stops a stolen snippet from running on another site. Real visitors never have to prove they’re human, which is itself a common reason forms get abandoned.

Does it work in other languages and right to left?

Yes. You translate the labels, placeholders, and success message per language, and the loader serves each visitor the right one. The Direction setting handles right-to-left scripts, and the layout mirrors automatically.

Can each form route to a different place?

Yes. The CRM connection, the webhook, and the SMTP sender are all per form. Different forms on the same site can go to different destinations, and duplicating a form copies its connections.

Do I need to write any code?

No. You build the form in the editor, connect where it should go, and paste one snippet on your site. It’s the same editor and the same snippet as every other Amabrik widget.

Is the form part of my Amabrik plan, with any limits on submissions?

The Forms widget is one widget in your Amabrik plan, alongside your other widgets. There’s no cap on how many people see or fill your forms.