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How to automatically route Gravity Forms leads to different locations using Zapier?


Hi everyone!

I’m looking for guidance on using Zapier to automatically route leads from multiple Gravity Forms on my WordPress site.  We are open to switching to Zapier Tables and Interfaces to streamline this as well. We have:

  1. A general “Free Estimate Request” form on our main site (no location field).
  2. Location-specific PPC landing pages, each with its own Gravity Form (or a hidden field indicating the location).

Goal: When someone submits a form, I want to send their information to the correct regional location via email and also log it in a central location (Google Sheets or our CRM). If we can’t match a specific location, the lead should go to our Corporate team for manual follow-up.

Main Challenges:

  • General Form doesn’t explicitly ask for location (only basic address/ZIP), so we may either add a dropdown for “Which location are you interested in?” or do a ZIP-to-location lookup in Zapier.
  • Location-Specific PPC Forms already have a hidden “location” field, so that part is straightforward—submissions should go directly to that location’s manager.
  • Need a fallback path for leads where the location can’t be determined.

Questions:

  1. What’s the best approach in Zapier?
    • One Zap with multiple Paths vs. multiple Zaps each using Filters?
    • Should I use a Formatter → Lookup Table for ZIP codes, or is there another recommended solution?
  2. If I opt for a ZIP code lookup approach, is it easier to maintain that in a Google Sheet and use a “Search Row” step, or should I just hardcode the ZIP code ranges in a Lookup Table?
  3. Any best practices to keep the process organized when we add more locations down the road?

Thank you in advance! Any tips, examples, or suggestions are greatly appreciated.

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2 replies

Troy Tessalone
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Hi ​@Dekanos 

TIP: Using Zapier Tables count as 0 Tasks in Zap Runs.

Resources for Lookup tables:

 

Routing:


SamB
Community Manager
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  • Community Manager
  • 7457 replies
  • February 10, 2025

Hey there, ​@Dekanos 👋

How did you get on with Troy’s suggestion of setting up the lookup table in Zapier Tables instead? Both Filters and Paths would be able to help with the routing of the leads based on the location. Not sure how many different locations there are it might be best to use Paths over Filters so that you can handle the routing within a single Zap.

Keen to ensure you’re all set so let us know if you need any more help at all!