Formidable Forms Integration

The Formidable Forms integration replaces a traditional WordPress PHP plugin with a server-side webhook handler running on Cloudflare Workers. Instead of WordPress directly calling the Pipedrive API (which requires storing API credentials in WordPress and couples the two systems), WordPress sends a lightweight webhook containing only the form ID and entry ID. The server then fetches the full entry from the Formidable REST API and processes it into Pipedrive.

How It Works

1. A user submits a Formidable form on your WordPress site.
2. A Formidable Webhook action fires, sending form_id, entry_id, and ip_address to the webhook endpoint.
3. The server authenticates the request using a Bearer token.
4. The server fetches the complete entry from the Formidable REST API (/wp-json/frm/v2/entries/:id).
5. Based on per-form field mappings configured in settings, the server creates or updates a Pipedrive person and deal.

Benefits Over a WordPress Plugin

• No Pipedrive credentials in WordPress. All API tokens are managed server-side with automatic OAuth refresh.
• Stateless and scalable. Runs on Cloudflare Workers with no persistent server to maintain.
• Centralized configuration. Field mappings, lead assignment rules, and pipeline routing are all managed from the Pipedrive Settings panel.
• Automatic duplicate handling. Searches Pipedrive by email before creating records, with priority logic for open deals, inactive-pipeline deals, and existing persons.

Requirements

• A WordPress site running Formidable Forms (Pro or higher, for webhook actions).
• The Formidable REST API enabled on the WordPress site.
• An automation user configured in the General settings pane (used for all webhook-triggered Pipedrive API calls).