Pipedrive CRM
Overview
Pipedrive is a sales-pipeline CRM popular with SMBs and sales teams. AFI pushes every web lead into Pipedrive — as a Person + Organization + Deal + Note + Activity bundle, or (with Pro) as a Lead in the Leads Inbox. Connect once with a Pipedrive API token.
Supported actions
- Create New Contact, Organization, Deal, Note, Activity (Free + Pro) — a single combined task that can create any/all of those entities on one submission, linked together. You choose which entities to populate via the field-mapping panel — leave a section unmapped to skip creating that entity.
- Create New Lead (Pro) — adds a record to the Pipedrive Leads Inbox rather than the deal pipeline. Use this for unqualified web leads you want to triage before they enter the sales pipeline.
Pro additionally enables richer field mapping — phone, date, dropdown, and custom Pipedrive fields are exposed for mapping. Free supports the basic name/email/contact fields only.
Quick reference
| Need to… | Do this |
|---|---|
| Capture web leads to the Leads Inbox | Pick Create New Lead (AFI Pro). Map name, email, phone, plus a source you want to attribute. |
| Create a contact + open deal in one go | Pick Create New Contact, Organization, Deal, Note, Activity and fill the field-mapping for each entity you want; leave the rest blank. |
| Avoid duplicates by email | Default Allow Duplicate Person/Organization is unchecked — AFI matches by email and updates. |
| Attribute leads to a marketing source | Map {{utm_source}} onto the Source field on the lead/deal. |
Obtaining Pipedrive API Token
First, you need to save the API Key in the plugin settings.
- Go to the WordPress admin area, click on AFI, then go to the Settings menu, and turn on Pipedrive. Finally, click the save button.
- Log in to Pipedrive and click your profile icon in the top right corner.
- Go to Personal Preferences and then API.
- You’ll see the personal API token or generate a new token if needed. Copy the token.
- Go to the Pipedrive tab in AFI Settings.
- Save the API Token.
Create A New Integration
After saving the API token, you can create a new integration. Click on “Add New” under the AFI menu, and a New Integration page will appear.
Title
A default title will be auto-generated. You can rename it to something memorable & related to the task. It will help you to quickly recognize the correct one when there is multiple integrations setup.
Trigger
Select Correct Form in Form Provider drop-down. Desired Form plugin must be installed and activated otherwise you won’t see it listed. After selecting Correct Form, all forms built under that Form will be fetched and auto-populated in the Form/Task Name drop-down. Select the form that you want to integrate.
Action
Select Pipedrive/Pipedrive [PRO] in Platform drop-down.
Map Fields
After selecting the task all person, organization, deal, note, activity fields will appear altogether. Now fill in the fields of the item that you want to send. For example, if you need to create the person only, just fill the person fields and leave the other fields blank. If you need a person and deal, fill both fields. The deal will be attached to the person.
Creating A New Lead
To create a new lead in Pipedrive, you need the AFI Pro plugin. Here’s how to do it:
- In the action drop-down menu, choose Pipedrive [PRO].
- You’ll see an option for creating a new lead.
- When you select this option, fields for the new lead will appear.
This allows you to fill in the necessary information to create the lead in Pipedrive.
Next, match the required lead fields with the information from your form. You can also include details about the organization and the person related to the lead. This ensures all the necessary information is correctly linked in Pipedrive.
Save Integration
Finally, click the Save Integration button and you are done. Now you can start testing.
Troubleshooting
After the integration is made, when users fill up the form and submit it, the plugin initiates the process of sending data to the configured platform. It also saves a log that includes what data it tried to send, and what it got in response from that platform. So if you find an integration is not working, your first task is to check the logs. Go to AFI > Log menu and check the recent logs.
Common issues & fixes
Stops sending leads — no errors
Open AFI > Settings > Pipedrive and re-save the API key. If you’re on a very old AFI version, also regenerate the token in Pipedrive (Settings > Personal preferences > API) — Pipedrive has rotated their API spec a few times.
Lead vs Deal — wrong type being created
Pipedrive distinguishes between Leads Inbox (unqualified) and Deals (in the pipeline). Pick the right task: Create New Lead (AFI Pro) for the Leads Inbox, or Create New Contact, Organization, Deal, Note, Activity to send straight to a pipeline / stage.
Owner ID incorrect
AFI accepts only one Owner ID per record. Don’t try to pass a comma-separated list. For round-robin assignment, use Pipedrive’s own automation rules to reassign after creation.