• Overview
• Prerequisites
• Creating a web form
• Setting up notifications for form responses
  • Merchant Notification Settings
  • Internal User Notification Settings
• Customizing the confirmation page
• Enabling clients to save web form progress 
  • Example Email and Resume Process
  • Sending Reminder Emails
  • Reporting on Form Engagement and Abandonment
• Adding e-signature documents
• Automating lead follow-up
  • Lead Assignment and Classification
  • Managing Incoming Web Form Data
  • Applying Custom Properties
• Adding Password Protection
• Creating a landing page
• Web form management page
• Frequently Asked Questions

Overview

Merchant Central Web Forms offer a wide range of settings and customization options to support various use cases. The setup process is divided into three main stages:

1. Creating the web form and configuring core settings
2. Designing the form layout and fields, including advanced options like conditional logic, default values, and more
3. Setting up sharing options to distribute the form effectively

This article focuses on web form creation and configuration. To learn more about building the form itself or managing how it's shared, see the related articles below:

• Building the Web Form
• Sharing the Web Form

Prerequisites

To create or manage web forms you need to have one of the following permissions enabled on your user class:

• Manage Web Forms
• Manage Web Forms by Group (allows you to manage only the web forms that are assigned to your group)

ℹ️ If you don't see the Manage Web Forms by Group permission ask your administrator to enabled the WEB_FORM_GROUPWIDE_PERMISSION feature flag on your site.

Creating a web form

To create a new web form, go to Manage → Web Forms, and click Add New Form.

This will open a popup window where you can begin configuring your form settings, as shown in the example screenshot below.

In the popup window, you can enter the form name and group, choose the form type (either a fillable form or a landing page), select a form template, and configure a range of required and optional settings, including:

• Merchant and internal user notifications
• Custom confirmation pages
• Automated reminders for incomplete forms
• E-signature documents
• Lead automation settings
• Password protection for non-public forms

💡The form's Public URL is automatically generated based on the name you enter. If you'd like to customize it, click the edit icon on the Public URL field to make changes. 

Setting up notifications for form responses

The web form's notification settings help ensure that merchants stay informed and engaged throughout the web form process, while keeping internal teams updated in real time. 

These settings are found at the top of the settings popup, and include options for merchant and internal notifications.

Merchant Notification Settings

These settings control how merchants are notified during various stages of the web form process:

• Send Form via Email Template — Select the email template used to send the web form link to the client when the form is generated from the lead page. 
• Send Form via SMS Template — Choose the SMS template used to send the web form link to the client when the form is generated from the lead page.
• Progress Email Template — Set the email template used to send reminders to clients with incomplete web forms.
• Form Sender — Select the user whose email address will be used to send the e-signature confirmation to the signer.
• Submitted Form Email Template — Select the email template sent to the client with the signed document after e-signature completion via the web form; no email is sent if the web form isn’t linked to an e-signature document. 

💡The Email Template and SMS Template (the first two settings listed above) must include the Application URL placeholder, which inserts the unique link generated for each web form. Similarly, the Progress Email Template must include the Progress URL placeholder which links to the partially completed form. 

Internal User Notification Settings

These settings determine how your internal team is notified when a form is submitted:

• Notify User(s) on Form Submission — Select one or more internal users to receive an email notification when a web form is submitted.
• Notification Email Template — Specify the email template to use for notifying the selected users.

Customizing the confirmation page

After a web form is submitted, the merchant is taken to a confirmation page.

You can either design this page directly in Merchant Central or redirect the user to a different web page. These options are available in the confirmation page section of the web form settings popup:

To create your own confirmation page navigate to Manage → Manage Confirmation Pages, click Add New Confirmation Page and create your page using the built-in editor.

Enabling clients to save web form progress

The Save Progress feature allows clients to pause filling out a web form and return to complete it later, making it especially valuable for longer, multi-page forms with numerous fields.

To enable this functionality on your web forms, contact the Merchant Central support team and request that they activate the WEB_FORM_SAVE_PROGRESS flag for your site.

Once enabled, a Save Progress button will automatically appear at the bottom of the web form. When clicked, clients are prompted to enter their email address. They will then receive an email containing a personalized link that allows them to resume the form with all previously entered information pre-filled.

Example Email and Resume Process

The email sent to the client includes a direct link to the form. Clicking this link reopens the form exactly as they left it, allowing for a seamless continuation of the submission process.

Accessing Saved Data from the Lead Page

When a client saves data in a web form, that information can no longer be accessed through the original link sent to them. If a user attempts to open the form using the original link, a warning message will appear (as shown in the screenshot below).

If you or the client proceed to open the form from that link, the saved information will be erased, requiring the client to start over. To avoid this, use the Resend Link button to send the saved form link again to the email address originally used.

To allow sales reps to access saved web form data in edit mode, ask your administrator to enable the WEB_FORM_ACCESS_IN_PROGRESS_FORM feature flag on your website. 

Once enabled, sales reps can access the saved form by clicking the Open Form icon in the Actions column. Each time this option is used, a unique access link is generated, which remains valid for 12 hours.

Sending Reminder Emails

To help ensure completion, you can configure automatic reminder emails. In the web form settings:

1. Check the Send Web Form Reminders option.
2. Choose when the first reminder should be sent (e.g., 1 hour or 1 day after saving).

3. Select the desired email template from the Progress Email Template dropdown (the template must including a Progress URL placeholder).

   

You can also schedule additional reminders—for example, a second reminder 3 days after the first, and a third reminder 7 days after the initial save. This helps maintain engagement and improves completion rates.

Reporting on Form Engagement and Abandonment

The Web Form Reporting feature—available on the Home page under the Web Form tab—provides a clear, interactive view of web form performance. It tracks both completed submissions and engagement events (like opens), so you can identify where users drop off.

The Reporting tab features two tables—a summary table and a detail table—providing both a high-level overview and in-depth insights into your web forms.

The summary table highlights web forms across key statuses—such as Generated, Sent, and Form Opened—along with cumulative counts for each status.

By clicking any total, you can drill down into the detail table below, where the Actions column allows you to follow up or take action on a lead.

ℹ️ The report tracks opens of public web forms even if no data is entered. These “in-progress” records offer valuable abandonment insights to help improve your form completion rates.

The detail table lists the individual web forms matching your selection. You can:

• Search and sort to quickly locate specific records
• Customize columns via the gear icon
• Export results to CSV or Excel for offline analysis

Context-Aware Actions

An Actions column in the bottom table provides quick shortcuts based on each form’s current status.

Available actions include:

• Show Progress Data – View information that your client saves in the web form using the Save Progress button.

  

• Email, SMS, Phone – Send follow-ups to leads directly from the report table to increase completion rates and reduce abandonment.

  

• Preview Form – See the form exactly as your client sees it (read-only).

  

• Open Form – Open the live, editable form. Doing so updates its status to Opened.

  

• Resolve Merge Conflict – If a client updates the lead information sent through a web form, review the original and updated details side by side and choose which to keep.

  

• View E-Sign Document – Open a copy of the signed e-signature document submitted through the form.

  

• Archive Session – Archive a web form session generated from the lead page if it's no longer required.

  

Together, these tools make it easy to monitor performance, investigate drop-off, and follow up with leads—all from a single, streamlined view.

Adding e-signature documents

You can enhance your web form further by attaching one or more e-signature documents that are automatically generated and pre-filled with the merchant’s submitted information.

Once the web form is completed, the e-signature document is immediately presented to the merchant for signing.

To include an e-signature document, simply select it from the E-Signature Document(s) dropdown in the web form settings popup. You can attach multiple documents if needed. 

The first document in the list acts as the primary document and controls the settings for the completed document process. To reorder documents, click and drag the icon next to the document name to move it to a new position in the list.

In addition to selecting individual e-sign documents, you also have the option of selecting a pre-configured e-sign bundle. 

Additional Notes

• Flattened Documents: E-signature documents generated through web forms are automatically flattened, meaning merchants cannot modify or enter information into them. This differs from documents created via the lead page, which may allow field editing based on setup.
• Auto-Insert Lead Fields: When adding an e-signature document during web form creation, an option called Generate Form Attached E-Sign Document(s) will appear. Enabling this will automatically insert all lead fields into the web form and map them to corresponding form sections based on lead field tabs.

• Enable E-Signature Flow: When needed, you can dynamically append additional e-signature applications to the selected e-sign apps based on conditions set within the web form (for example, when a user selects a specific checkbox). To use this feature, select the "Enable E-Signature Flow" option in your web form settings, then configure the appropriate conditional logic in the web form design area.

  

For a detailed walkthrough and additional setup options, refer to our article: Enabling E-Signature on Web Forms.

Automating lead follow-up

The Lead Automation section in the settings popup provides tools for automatically managing how new and existing leads are handled when a web form is submitted.

You can assign users, apply lead classification settings, and define how incoming data should be processed—including whether to create new leads or update existing ones.

Lead Assignment and Classification

You can configure the following lead classification details (Lead Status and Lead Group are required):

• Lead Status
• Lead Group
• Lead Source
• Campaign

For user assignment, leads can be distributed to all selected users using the 'User (every)' option, or assigned evenly in turn using the 'User (round-robin)' option for balanced distribution.

Updating Existing Merchants

Lead automation settings help you control how data from existing merchants is processed. The following options are available:

• Auto Import Inbound Leads: When enabled, all inbound lead submissions are imported automatically. If disabled, they will be held for review on the incoming data page (see Incoming Web Form Data Page below). This setting is useful for controlling data quality and reviewing leads before entry.
• Update Lead (Public Form): When a public web form (accessed via static link) is submitted, the system uses the email address special field to locate and update an existing lead. If this option is disabled, a new lead will be created instead.
• Update Lead (Lead Form): When a web form is sent from within an existing lead record, this option ensures the selected properties are updated with new information on that lead once the form is submitted.

Managing Incoming Web Form Data

If the Auto Import Inbound Leads setting is disabled on a web form, any submitted data is first placed in a queue on the Incoming Web Form Data page.

This allows you to review submissions and decide whether to create a new lead or update an existing one—helping prevent spam or fraudulent entries from being automatically added to your CRM.

You can access this page by navigating to Manage → Web Forms → Manage Incoming Data.

The page contains two tabs:

• Incoming Data: Displays new web form submissions that were not auto-imported and are pending review. You can approve and import selected leads into the CRM using the Import Selected Leads button.
• Incoming Leads: Provides a historical log of leads that were successfully created from web form submissions.

To examine submission details, click the View Data button associated with a record:

Applying Custom Properties

If your lead is configured with custom properties, you can automatically apply a specific custom property to the lead upon form submission.

ℹ️ By default, the Lead Automation section displays all available custom properties. To limit the view to only the properties associated with the selected Lead Group, ask your administrator to enable the WEB_FORM_CP_FILTER feature flag on your site.

To learn more about custom properties and their benefits for optimizing the lead page—click here. 

Adding Password Protection

Web forms generated from the lead page can be password-protected, requiring recipients to enter a password before accessing the form.

To enable password protection, select "Enable Password Protection" and choose a secure lead field to serve as the password (for example, Federal Tax ID, SSN, or another secure field).

The system will automatically set the password as the last four digits of the selected field.

ℹ️ Password protection is not available for public web forms. The feature requires the WEB_FORM_PASSWORD_PROTECTION flag to be enabled.

Creating a landing page

To create a landing page, begin the same way you would when creating a new web form, but choose the landing page form type in the settings popup.

After the page is created, you can design it by adding content and images as needed. Note that landing pages are static and do not include any interactive elements.

You can deploy the landing page using the public URL, which is automatically generated and displayed in the settings popup. 

Web form management page

To make managing your web forms easier, you can organize them into groups. On the Web Forms page, click Manage Groups to create a new group or modify existing ones.

Your web forms are displayed in a table that you can sort by any column. Use the options above the table to filter forms by group, search for specific forms, and enable or disable columns using the gear icon.

In the Actions column, you'll find the following shortcuts:

• Preview Form
• Share Form
• Edit Settings
• Edit Form
• Duplicate Form
• Form Permissions (choose who can view the form on a lead's Web Form tab)
• Remove Form

Frequently Asked Questions

• My web form shows an error that that says "Web form signer field is not configured", how do I fix it? This error occurs when your web form includes an e-signature app but does not have an email field designated as the signer’s email address. To resolve this issue:

  1. Add an Email field to your web form (if one is not already present).
  2. Click the email field to open its Field Properties panel.
  3. In the properties, enable the E-Signature Signer Email option.
  4. Save your changes.

  Once configured correctly, the e-signature app will use the selected email field to identify the signer.

  
• I get an error that says "The selected email template does not include the required web form link" when I try to save a new web form. What should I do? This error means the email template you selected in the 'Send Form Via Email Template' dropdown in the web form settings popup is missing the Application URL placeholder. To fix this:
  1. Choose a different email template that includes the Application URL placeholder. This placeholder automatically inserts a unique link each time a web form is generated from the lead page (it also works for e-signature applications).

  2. Can’t find a suitable template? You can create a new one and use the Insert Field option to add the Application URL placeholder manually.

     

     For more information on crating email templates click here.