Gravity Forms is a favorite for serious lead-capture forms on WordPress, and Salesforce is where many sales teams want those leads to land. Connecting them means every qualified submission becomes a Salesforce lead automatically, with no copy and paste. The common route is Zapier, but that adds a monthly subscription, a per-task meter, and an extra cloud between your form and your CRM.
This guide shows you how to connect Gravity Forms to Salesforce directly from WordPress, with no code and no per-task fees.
What you will need
- A WordPress site with Gravity Forms installed and at least one form.
- A Salesforce account with permission to create leads.
- The Advanced Form Integration plugin, which connects the two. The free version creates Salesforce records with standard fields; mapping custom Salesforce fields is part of Pro.
Why not just use Zapier?
For a single form-to-CRM connection, a general automation cloud is more cost and more moving parts than the job needs. Advanced Form Integration runs on your own site, so there is no task meter and your lead data goes straight from Gravity Forms to Salesforce. For the full breakdown, see our guide to the best Zapier alternative for WordPress.
Step-by-step: Gravity Forms to Salesforce
Step 1: Install Advanced Form Integration
In your WordPress dashboard, go to Plugins, then Add New, search for “Advanced Form Integration,” install it, and activate.
Step 2: Connect your Salesforce account
Open Advanced Form Integration, go to the settings, and authorize Salesforce. You will approve the connection in Salesforce and be returned to your site. This is a one-time step.
Step 3: Create a new integration
Click Add New Integration and choose a trigger (Gravity Forms) and an action (Salesforce).
Step 4: Choose Gravity Forms as the trigger
Select Gravity Forms as the trigger and pick the specific form you want to connect. The plugin reads that form’s fields automatically.
Step 5: Choose Salesforce as the action
Select Salesforce and the record you want to create. Adding a lead is the most common choice, and AFI can also create contacts, accounts, opportunities, and cases.
Step 6: Map your fields
Match each Gravity Forms field to the matching Salesforce lead field, for example email, name, company, and phone. Mapping to custom Salesforce fields is available in the Pro version.
Step 7: Add conditional logic (optional)
Only create a Salesforce lead when it is worth it, for example when a “Budget” or “Company size” field meets your criteria, so your CRM stays focused on real prospects.
Step 8: Save and test
Save the integration and submit a test entry. The lead appears in Salesforce in real time. Every call is recorded in the activity log, so a failed submission can be reviewed, fixed, and resent with one click.
Free vs Pro for Salesforce
The free version creates Salesforce records with standard fields and places no limit on the number of submissions. Pro adds mapping to custom Salesforce fields, so you can populate the fields your team has added to the Lead or Contact object. Submissions stay unlimited on every plan, so there are no per-task fees.
Frequently asked questions
Can I create something other than a lead?
Yes. AFI can create leads, contacts, accounts, opportunities, and cases in Salesforce, so you can route each form to the record type that fits.
Can I connect multiple Gravity Forms?
Yes. Create one integration per form, each pointing to the Salesforce record you want, all from one dashboard.
Will it slow down my form?
No. The lead is sent to Salesforce in the background after submission, so the form stays fast.
Get started
Turn your Gravity Forms submissions into Salesforce leads without a monthly automation bill. Install Advanced Form Integration free from WordPress.org and connect your first form in a few minutes.