Surface Guides
Step-by-step guides to build your lead operations stack with Surface Forms
Learn how to capture, enrich, score, and route qualified leads with Surface. These guides walk through the full lead operations workflow—from getting your first form live to setting up enrichment, tracking, and CRM integration.
Get Started
Create Your First Form
Build and publish your first Surface form in minutes
Install the Surface Tag
Add the Surface Tag to your website to enable tracking and forms
Embed Forms
Choose your website builder or framework and add Surface Forms to your site.
Website Editors & Frameworks
Embed guides for Framer, Webflow, WordPress, React, Next.js, Unbounce, and custom HTML
Embedding Options
Inline, popup, slideover, widget, input field, and direct link embedding modes
HubSpot Integration
Connect Surface to HubSpot to sync partial responses, track user journeys, and run sequences.
HubSpot Forms Integration
One-click setup or custom field mapping for HubSpot forms
Send Data to HubSpot
Configure workflows to send form submissions to HubSpot
HubSpot Email Sequences
Trigger HubSpot sequences from Surface form submissions
HubSpot Workflows
Full HubSpot workflow integration documentation
Tracking & Ads
Track form events and connect to your analytics and advertising platforms.
Google Tag Manager
Send Surface form events to Google Tag Manager
Google Analytics
Track form submissions and conversions in GA4
Google Ads
Send conversion events to Google Ads for optimization
Meta Ads
Track Facebook and Instagram ad conversions
Workflows & Integrations
Send form data to your CRM, enrichment tools, and automation platforms.
Slack Notifications
Get instant Slack alerts when qualified leads submit your forms
Salesforce
Automatically create leads and contacts in Salesforce
Zapier
Connect Surface to 6,000+ apps via Zapier
Clay
Enrich leads with Clay's waterfall enrichment
Airtable
Send form submissions to Airtable bases
Custom Webhooks
Send data to any API or external system with webhooks
Customer.io Email Sequences
Trigger Customer.io sequences with automatic exit on meeting booking
Form Logic & Quality
Build intelligent forms with conditional routing, API-based logic, and bot protection.
Conditional Logic
Create branching flows based on user responses
API-Based Form Logic
Control form routing dynamically using external API responses
Cloudflare Turnstile
Add bot protection to your forms with Turnstile
Platform Features
Leads Table
Manage and filter captured leads in the Surface dashboard
Form Analytics
Track conversion rates, drop-off points, and form performance
Form Builder
Complete form builder documentation
MCP Server for Claude
Control Surface from Claude Desktop and Cursor
Coming Soon
Surface is building the complete lead operations platform. These features are in development:
- Native Scheduler — Book meetings directly from forms without Calendly
- ICP Scoring — Automatically score and prioritize leads based on ideal customer profile fit
- Website De-anonymization — Identify companies from anonymous website visitors (currently in early access)
- Enrichment Waterfall — Auto-enrich leads through multiple data providers with fallback logic
- Smart Routing — Route leads to the right sales rep based on territory, industry, and qualification
- CRM Autofill — Pre-populate form fields from CRM data for known visitors
- Traffic Intelligence — Track AI referrers and search engine attribution for every lead
- Partial Response Recovery — Automatic email follow-up for incomplete form submissions
- Agentic CMS — AI-powered content management and optimization
Need help getting started? All Surface Forms require the Surface Tag to be installed first. Check out our first form guide to get up and running.