How to Connect Gravity Forms to Pipedrive with API Alchemist and Zapier

1. Why Use API Alchemist?
2. What You’ll Need
3. 1 — Create a Zapier Webhook
4. 2 — Configure GC API Alchemist
5. 3 — Map Form Fields
6. 4 — Test the Connection
7. 5 — Build Pipedrive Workflow in Zapier
8. 6 — Go Live!
9. Why GC API Alchemist Works Better
10. Your Pipeline, Your Rules

Today, we’re connecting GC API Alchemist and Zapier to send leads directly from Gravity Forms to Pipedrive. While we’re focusing on Pipedrive in this guide, this “webhook-first” method applies to almost any destination you might want to send data to and works as a great way to use API Alchemist and Zapier together to automate your forms.

To demonstrate exactly how this works, we’ll build a form submission workflow that automatically creates a Person, Organization, and Deal in Pipedrive.

But first, let’s look at…

Why Use API Alchemist?

While there isn’t an official Pipedrive add-on for Gravity Forms, most people turn to the official Zapier Add-On or third-party plugins. Those work great! But you’ll typically need to set up and manage API keys to make a connection.

With GC API Alchemist, instead of sending raw form data, you get to label everything right inside WordPress before it goes anywhere. That means you can rename your form fields whenever you want without worrying about breaking your whole setup.

Let’s jump in and see this in action.

What You’ll Need

• A lead form: Build your own or grab this ready-made form (right-click and save).
• GC API Alchemist: lets Gravity Forms push and pull data from any API-supported platform.
  • To install, open your Spellbook › click Connect › install and activate GC API Alchemist.
• Zapier: acts as the bridge between your form and Pipedrive.
• Pipedrive: is where your new person, organization, and deal will live.

We’ll use our lead form to automatically create a new deal in Pipedrive. Here’s how our data will move from start to finish:

Lead form › GC API Alchemist › Zapier › Pipedrive.

1 — Create a Zapier Webhook

We need a bridge to get data from Gravity Forms into Pipedrive’s ecosystem. Since Pipedrive doesn’t have a direct “listener” for our form data, we’ll use a Zapier Webhook.

Here’s how:

1. Log in to Zapier › click Create Zap.
2. For your Trigger › select Webhooks by Zapier.
3. Choose Catch Hook as the event › Continue.
4. Skip Pick off a Child Key › Continue.
5. Copy the Webhook URL

Leave this tab open, we’ll get back to it in a moment.

2 — Configure GC API Alchemist

Now that we have our webhook URL, we’re simply going to tell Gravity Forms, “See that webhook? Send the data over there.” This is more efficient to manage than traditional authentication methods.

Here’s how:

1. Navigate to your form’s Settings › select API Alchemist.
2. Click Add New to create a new feed.
3. Name your feed › e.g. Pipedrive Lead.
4. Paste the Webhook URL you copied from Zapier into the Webhook URL field.
5. Set the HTTP Method › POST.

3 — Map Form Fields

Most integrations rely on field labels to identify data. If you connect a field called “First Name” that is exactly what the system expects. This works well until you need to make a change. Renaming that field often breaks the connection.

With this approach, we create custom labels that live independently. You map the field to a custom label just once. That label stays consistent even if you rename the form field later.

Here’s how:

1. Still in the API Alchemist feed settings, scroll to Request Configuration.
2. Set the Request Body Format › JSON › select Customize request body.
3. Under the JSON Field Mappings, map each form field to a clean name, then add the field merge tags under the value:
   • contact_name = {Name (First)} {Name (Last)}
   • email = {Email}
   • phone = {Phone}
   • company = {Company}
   • budget = {Budget}
   • deal_title = {Company} = {Product Interest}
4. Click Save Settings.

Your form is now ready to send data directly to Zapier.

4 — Test the Connection

Before we touch Pipedrive, let’s make sure the data is coming in correctly.

Here’s how:

1. Open the front end of your form › submit a test entry.
2. Go back to your Zapier tab › click Test Trigger.
3. Check that the data appears with the keys you defined (e.g., contact_name).

5 — Build Pipedrive Workflow in Zapier

To create a deal in Pipedrive, you first need a person and an organization to attach it to.

We’ll build this workflow to create those first, grab their IDs, and then use them to generate the deal.

Here’s how:

1. Create Person:
   • Add a new Action step: Pipedrive.
   • Event: Create Person.
   • Map using the following fields from your form:
     • Person Name: contact_name
     • Email Addresses: email
     • Phone Numbers: phone
   • Test: Check Pipedrive and make sure the new person was created.

2. Create Organization:
   • Add another Action step: Pipedrive.
   • Event: Create Organization.
   • Map the Organization Name to company
   • Test: Check Pipedrive and make sure the new organization was created.

3. Create Deal:
   • Add a final Action step: Pipedrive.
   • Event: Create Deal.
   • Title: deal_title
   • Map the fields using the data from previous steps:
     • Associated Person ID: Select the ID returned by the “Create Person” step.
     • Associated Organization ID: Select the ID returned by the “Create Organization” step.
   • Deal Value: budget
   • Test: Check Pipedrive and make sure the new deal was created.

6 — Go Live!

Let’s do one final real-world test to make sure everything’s working in harmony.

1. Publish your Zap.
2. Submit a real entry on your form.
3. Open Pipedrive and check your Deals pipeline.
4. Confirm that a new Deal exists and is correctly linked to a new Person and Organization.

Why GC API Alchemist Works Better

The easier setup is a win. But GC API Alchemist also includes features that help you do more than just push data to Pipedrive.

• Multi-Destination: Send this same form submission to Slack and Google Sheets (and more) at the exact same time.
• Capture Responses: You can capture the API response, like a Deal ID, and store it back in the entry.
• Enrich Entries with Live Data: Don’t just push data—pull it too! Use GC API Alchemist to look up existing Pipedrive records and auto-populate fields for returning users.

Your Pipeline, Your Rules

Got a specific API integration or workflow you want to see? Drop a comment below with your ideas—we might just conjure it up in our next tutorial! 😉