Contacts & CRM

AmazingForms has a built-in CRM. Every form submission automatically creates or updates a contact record — no third-party CRM needed, no Zapier glue, no manual data entry.

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The contact record

Open any contact from AmazingForms → CRM → Contacts to see their full record:

Section	What’s in it
Identity	Name, email, phone (pulled from form fields automatically)
Tags	Coloured labels for segmentation and automation triggers
Pipeline stage	Which stage of your funnel this contact is in
Custom fields	Any extra contact-level data you’ve defined
Submission history	Every form they’ve ever submitted, in chronological order
Timeline	All interactions: submissions, emails sent/received, AI notes, manual notes, stage changes
AI notes	Auto-generated summary of the contact’s intent and status after each workflow run

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How contacts are created and deduplicated

AmazingForms deduplicates contacts by email address. When a form is submitted:

1. AmazingForms checks whether a contact with that email address already exists
2. If yes — the existing record is updated (name and phone are refreshed if provided), and the new submission is added to the timeline
3. If no — a new contact record is created

This means submitting the same contact form twice doesn’t create duplicate records — it builds a richer history.

Tip

Make sure your forms always include an Email field mapped to the contact email. Without an email address, AmazingForms cannot deduplicate and will create a new contact for each submission.

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Tags

Tags are short labels you attach to contacts — for example: hot-lead, newsletter-subscriber, paid-customer, no-reply.

Adding tags:

• Manually from the contact record (click + Add tag)
• Automatically via a workflow action (Add tag action — see Workflow actions)
• In bulk from the Contacts list view

Using tags:

• Filter the contacts list to show only tagged contacts
• Trigger workflow automations when a tag is added or removed
• Segment for email campaigns (if connected to Mailchimp/Constant Contact)
• Drive conditional logic in workflows (“if contact has tag X, do Y”)

Tags are case-insensitive and can contain spaces. You can create new tags on the fly from any tag input.

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Pipeline stages

The pipeline is a kanban-style board (AmazingForms → CRM → Pipeline) showing contacts grouped by stage.

The default stages are:

New Lead → Contacted → Qualified → Proposal Sent → Won / Lost

You can rename stages, add new ones, reorder them, or delete unused ones from CRM Settings → Pipeline stages.

Moving contacts through stages:

• Drag and drop on the pipeline board
• Change the stage from the contact record (Stage field in the sidebar)
• Automatically via a Set pipeline stage workflow action

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Contact timeline

The timeline is a chronological log of everything that has happened with a contact:

• Form submissions (with a link to the full submission entry)
• Emails sent (including AI-written replies)
• Emails received (if email reply tracking is enabled — Pro)
• AI notes (generated automatically after each workflow run)
• Manual notes (added by you or your team)
• Stage changes (who changed it, when, from → to)
• Tags added or removed
• Payment events (if they paid via a form)

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AI notes

After each submission triggers an agentic workflow, the AI writes a brief note to the contact’s record summarising:

• What the contact is trying to accomplish
• Their apparent urgency and budget signals (if captured)
• What action was taken (e.g. “sent personalised quote reply, tagged as hot-lead, moved to Qualified”)

This gives you a human-readable summary at the top of the timeline without reading the full submission.

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Filtering, search, and export

From AmazingForms → CRM → Contacts:

• Search by name or email address
• Filter by tag, pipeline stage, form submitted, date range, or custom field value
• Sort by date added, last activity, name
• Export filtered results to CSV (includes all standard and custom fields)

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Bulk actions

Select multiple contacts using the checkbox column, then choose a bulk action:

Action	What it does
Add tag	Adds one or more tags to all selected contacts
Remove tag	Removes a tag from all selected contacts
Set pipeline stage	Moves all selected contacts to a stage
Export selected	Downloads a CSV of the selected contacts
Delete	Permanently deletes the selected contacts and their submission history

Caution

Bulk delete is permanent and cannot be undone. Export first if you need a backup.

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Custom fields

Beyond the standard fields (name, email, phone), you can define additional contact-level fields to store data that isn’t collected via forms — for example, “Account manager”, “Contract value”, “Industry”.

To add custom fields: CRM Settings → Custom contact fields → + Add field

Supported types: Text, Number, Select, Date, URL, Checkbox.

Custom fields appear on every contact record and can be:

• Populated manually
• Populated automatically by a Set contact field workflow action
• Filtered in the contacts list
• Included in CSV exports