The Form Builder: capture that connects
The Form Builder is how you collect leads in Mass — a drag-and-drop builder for multi-field forms that drop straight into the CRM as contacts. Every submission is stitched to its anonymous pixel history, protected from spam, and able to trigger a personalized design render. Forms aren't an island; they're the front door to the whole platform.
14 min read · The complete Form Builder guide
What the Form Builder is
Build forms from fields, persist them as real resources, and embed them anywhere.
A form is built from elements you arrange on a canvas — identity fields like full name, first and last name, email, and phone, plus question fields like short answer, long answer, single and multiple choice, dropdown, number, and rating. Each form is persisted as real, structured data (a form with its pages and elements), so it isn't locked to one page — it can be embedded, shared by link, or dropped into a funnel.
Forms built inside the funnel and quick-launch flows are materialized automatically: when the AI emits a form on a page, the platform turns the placeholder into a real, saved form with its fields and rewrites the page to point at it — so a generated funnel ships with working lead capture, not a dead form.
- Field-based — identity fields (name, email, phone) and question fields (choice, dropdown, number, rating, text).
- Real resources — forms persist as structured data — pages and elements — not markup glued to one page.
- Auto-materialized — AI-generated forms in funnels become real, saved forms with working capture automatically.
- Reusable — embed by iframe or script, share by link, or place inside a funnel.
Fields & validation
Typed inputs with validation rules that keep submissions clean.
Each field carries its own properties and validation — required, email-format, phone-format, min and max length, and pattern matching — with custom error messages. Identity fields map to the standard contact profile (email, first/last name, phone), while everything else can be captured as a custom field, so a form can collect anything you want to store on the contact.
Because identity fields map to real contact columns and the rest flow into custom fields, a form submission lands as a fully-shaped contact record rather than a blob of unmapped answers — ready to filter, segment, and personalize against immediately.
- Typed fields — each element has its own input type and configurable properties.
- Validation rules — required, email, phone, min/max length, and pattern — with custom messages.
- Mapped to the record — identity fields map to the contact profile; the rest land as custom fields.
- Segment-ready — submissions arrive as shaped records you can filter and personalize against.
Lead capture into the CRM
Every submission becomes a contact, stitched to its pre-conversion pixel history.
When a form is submitted, the handler upserts a CRM contact on email — creating a new contact or updating the existing one — so your list never fills with duplicates. The submission also carries the visitor and session ids from the tracking pixel, which lets the platform stitch the visitor's anonymous behaviour (the pages they viewed and videos they watched before converting) to the contact that just identified itself.
That stitching is what makes a form more than a data-entry box: the moment someone submits, their whole journey snaps into focus on the CRM record, and the AI features — Next Best Action, summaries, campaigns — can reason about everything they did, not just the form they filled out.
- Upsert on email — submissions create or update a contact keyed on email — no duplicate pile-up.
- Pixel stitching — visitor and session ids connect pre-conversion behaviour to the new contact.
- Instant journey — the contact's full timeline is available the moment they submit.
- Funnel-linked — an optional funnel id ties the submission to the funnel that produced it.
Spam protection & rate limiting
Honeypots and rate limits keep junk out without a CAPTCHA wall.
Forms ship with quiet anti-spam. A honeypot field — hidden from real users — silently accepts and discards any submission where a bot fills it, so spam never reaches your CRM but the bot doesn't learn it was blocked. A honeypot timestamp rejects submissions that came back implausibly fast, catching automated fills that a human couldn't have completed in time.
On top of that, submissions are rate-limited per IP, so a flood of requests is throttled rather than hammering your list. The result is clean lead data without forcing every genuine visitor through a CAPTCHA.
- Honeypot field — a hidden field bots fill and humans don't — filled submissions are silently dropped.
- Timing check — submissions completed implausibly fast are rejected as automated.
- Rate limiting — per-IP throttling stops floods from overwhelming your list.
- No CAPTCHA tax — genuine visitors aren't forced through friction to submit.
Embedding & sharing
Drop a form into any site by iframe or script, or share it as a hosted page.
Every form gets a shareable link to a hosted page, plus two embed options: an iframe snippet for a self-contained drop-in, and a script embed that mounts the form into a container on your own page. That means a form built once works on your platform funnel, an external WordPress site, or a partner's landing page without rebuilding it.
Wherever it's embedded, the form posts back to the same submission endpoint, so capture, stitching, and CRM upsert behave identically no matter where the form lives.
- Hosted link — every form has a shareable URL to a clean hosted page.
- iframe embed — a self-contained snippet to drop the form into any site.
- Script embed — mount the form into a container on your own page for tighter integration.
- Consistent behaviour — capture, stitching, and CRM upsert work the same everywhere it's embedded.
Render-on-submit & integrations
Turn a submission into personalized creative, or hand it to your other tools.
Forms can render a Design Studio project on submit. You bind form elements to the design's merge fields — any field can feed any text or image field in the template — and on submission the platform renders the design with the submitted values, optionally attaching the finished asset to the captured contact. It's how you produce a personalized certificate, ticket, or graphic the instant someone fills out a form.
Beyond that, forms support submission actions and integrations — show a thank-you message, redirect, trigger a download, or open a calendar — and connect to outside tools so a captured lead flows into the rest of your stack alongside the native CRM record.
- Design render — bind fields to a Design Studio template and render personalized creative on submit.
- Attach to contact — the rendered asset can be attached to the captured contact automatically.
- Submission actions — show a message, redirect, trigger a download, or open a calendar after submit.
- Integrations — hand the lead to outside tools alongside the native CRM contact.
One field model, two builders
The Form Builder shares its field model with the Quiz Builder, so the fields you know carry over — a quiz is essentially a multi-page, logic-driven form with scoring and outcomes.