If you haven’t had the chance to work with it before, Gravity Forms is pretty fantastic. I was first turned onto it a few years ago while I was at Buckeye Interactive, where it was a mainstay across most of our client sites. Besides presenting an easy-to-manage interface for building forms, the plugin also makes good use of the WordPress Plugin API (thus making my life way easier) and has a vibrant ecosystem of official and unofficial add-ons.

One area where Gravity Forms could stand to improve, however, is making it easier to identify fields. Let’s say, for example, we have a form where we’re collecting a name and an email address; outside of assuming that the regular text field is the name and the input[type="email"] is the email address, Gravity Forms doesn’t really have a straight-forward way to identify fields when you’re doing extra work with submissions (like sending them to a newsletter or a CRM system).

In my new role as Director of Technology at Growella, one of the first things I needed to figure out was how we could reliably map Gravity Forms submissions into third-party tools.

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