Unified lead capture template guide

This article guides you through how to implement the Unified lead capture template.

Jump to the setup instructions

How this workflow works

This system automates the capture and processing of leads from various advertising platforms into HubSpot. It standardizes lead data like names, employee counts, and job roles before storing it in your CRM, ensuring consistent, automated lead capture.

Products, by Zapier tools, and apps used

Tip

This template is a great starting point, but you can customize the workflow —adjusting triggers, actions, apps, or conditional logic—to suit your specific needs.

Requirements

To use this template, you must have one Zapier Interface available. It can work on the free or paid Interface plan.

Learn more about Zapier plans.

Step by step instructions

1. Before you start

Before you start setting up this workflow, you should:

• Decide on your initial lead sources
  • Identify where you currently get leads (e.g., ads, website). Start with 2–3 initial lead sources. Then add more as you grow.
  • Use the pre-built Zaps included in this template when possible: Meta (Facebook, Instagram), TikTok, Google Ads, LinkedIn, Webflow, Zapier Interfaces, and G2.
  • If you don’t have lead generation sources already, here are guides for getting started: Facebook Lead Ads, Google Ads, TikTok Ads, LinkedIn Ads, Webflow, Zapier Interfaces, and G2.
• Identify the CRM fields you need
  • Your CRM is the ultimate destination for your captured leads. By default, this template uses HubSpot, though you can swap in another CRM if you prefer. If you don’t have a CRM, you can set up a new HubSpot account.
  • This template uses these HubSpot default fields: Contact Email, First Name, Last Name, Employment Role, Employment Seniority, Job Title, Phone Number, LinkedIn URL, Message, Company Name, Number of Employees.
  • (Optional - advanced) Note any additional HubSpot fields you want to use (e.g., campaign names, UTM parameters, social media handles) you need to capture from your lead sources.
• Get access
  • Ensure you have admin access to your CRM and lead source platforms. Begin early, as gaining access can sometimes take time.

2. Set up your workflow

Once you have the template in your account you’ll be directed to its Canvas, where you will find all of the building blocks. 

To activate this workflow, follow these steps:

• Set up your “Catch all → HubSpot” Zap
  • Your Catch-all Zap is where the magic happens! It collects leads from all your sources, standardizes the data, and adds them to HubSpot.
  • (Optional - advanced) Add custom HubSpot fields: Review the fields listed by the Zap trigger. If you need to track additional data—such as campaign names, UTM parameters, or social media handles—add these fields to the list.
  • Create a test record: Test your Zap trigger to create a blank test record. Edit the record and fill in each field with sample data to simulate real lead information.
  • Check data standardization: Pull the test record through the data standardization steps and verify that the outputs match your CRM’s expected format. Modify your test record to test various input scenarios (e.g., Full Name vs. First Name and Last Name, Email vs. Work Email).
  • The Zap automatically standardizes lead data with steps like: Splitting Full Name into First Name and Last Name, Converting the number of employees into HubSpot’s predefined ranges, and Aligning roles and seniority with HubSpot categories. You can refine these steps or add new ones based on how your lead data comes through.
  • (Optional) Map custom HubSpot fields: In the “Create or Update Contact” step, map any custom fields you added earlier to their destinations in HubSpot.
  • View test record in HubSpot: Test the HubSpot step and confirm that the data came across as expected by locating the test record in your HubSpot account.
  • Publish the Zap: Publish your Catch-all Zap now by selecting your lead source Zaps later. You can always return to make adjustments as needed.
• Add lead sources
  • Now it’s time to add lead sources to your Unified lead capture system. Repeat these steps for each source.
  • If your lead source has a pre-built Zap in the template:
    • Connect the pre-built Zap to your lead source.
    • Pull in a test record.
    • (Optional - advanced) Map any custom fields in the “Call a sub-Zap” step.
    • Verify that your Catch-all Zap received the test record correctly.
    • Verify that your Catch-all Zap standardizes your data correctly.
    • Publish.
  • If your lead source isn’t covered in the template:
    • Duplicate an existing lead source Zap.
    • Replace the trigger app with your new lead source app.
    • Rename the Zap to reflect the new lead source.
    • Pull in a test record.
    • Map lead source fields to the “Call a sub-Zap” step.
    • Verify your Catch-all Zap received the test record.
    • Verify your Catch-all Zap standardized your data correctly.
    • Publish.
• Formatting lead data
  • Leads have notoriously tricky formatting. As you add new sources, you can add or adjust standardization rules to ensure your data gets to HubSpot in the format you need.
  • Simple transformations: Use Formatter steps for tasks like splitting a full name field into first and last or reformatting dates.
  • Advanced transformations: Use Code by Zapier and AI by Zapier steps for complex tasks. For example, Code by Zapier can execute “Use first and last name if those fields have values, otherwise, take the full name and split it into first and last name.”
  • Placement: Add transformation steps to the Catch-all Zap if you want them to act upon leads from all sources. Add steps to a given lead source Zap to only act on leads from that source.

How to edit each Zapier product

To edit steps, click the arrow icon. This will open a new window with the Zapier product for you to edit.

Tip

Click View Note on each associated step to view detailed information. These notes provide an overview of the step’s function and include specific instructions on how to set it up.

Zaps Tables

Tip

You can come back to your template any time to continue working on it. It will be available from the Canvas home.

3. Test your workflow

Try different real-life scenarios to make sure everything is working smoothly. Here are a few to get you started:

• Test case 1: Valid lead submission - Enter a complete lead with valid email, name, job title, and company information. Verify that the contact is created in HubSpot with correctly parsed first name, last name, and other fields.
• Test case 2: Missing required fields - Submit a lead without an email or name. The system should display an error indicating that required fields are missing.
• Test case 3: Invalid email format - Submit a lead with an incorrectly formatted email address. The system should reject the submission with an appropriate error message.
• Test case 4: Employee range standardization - Enter "50 to 100" in the number of employees field. Verify that it gets standardized to "50-100" in HubSpot.

Learn more about:

• Testing Zap steps.
• Improving chatbot answers

Once you’re testing is complete, your Unified lead capture system will be ready to use!

Troubleshooting

If you encounter any issues while setting up your template, refer to the following resources for troubleshooting steps:

• Troubleshoot Zaps
• Troubleshoot Zapier Tables
• Troubleshoot Zapier Interfaces