Typeform integration

Typeform is an online tool for building forms, surveys and quizzes to capture responses from your customers and other users.

When you connect Typeform to your Ortto account, you can capture form data such as customer orders, event registrations, product feedback, or survey responses and leverage it using Ortto’s features, such as reportscampaigns and audiences.

Typeform prerequisites

This integration process requires having a Typeform account.

You need to have at least one typeform (form, survey or quiz) in your Typeform account, where at least one form field contains data matching at least one of the unique identifiers (e.g. Email) set in your account Settings > Customer data > Unique identifiers. This is so that when Ortto receives Typeform data, we can link the data to an existing contact in your CDP (or create a new contact based on that identifier).

Connect from Ortto

To connect to Typeform:

  1. On the Data sources page, click New data source.
  2. Under Integrations or All data sources, select Typeform, then Get started.
  3. On Connect to Typeform, click Connect.
  4. Click Accept to authorize the connection with your Typeform account.
  5. On the Merge page, select the appropriate strategy by which data is merged from Typeform into your Ortto CDP.
  6. On the Forms page, select the forms you wish to import data for and map the fields to the Ortto fields in your CDP.
  7. Click Next.
  8. On the Data retention page, select the data retention period you wish to use for Typeform activity attributes:
    • only store the last 90 days of activity data, or
    • select the time frame for the data stored, and the activities which will be stored.
  9. Click Next to import and synchronize data from Typeform.
  10. After the sync completes, click Done.


The merge options:

  • Import and merge new records only,
  • Import and overwrite any records that exist, and
  • Import new records only

are equivalent to the respective merge strategies for people:

  • Append only,
  • Overwrite existing, and
  • Ignore


  • All form fields will be added as activity attributes for the form submission (even if you don’t map them to your CDP fields).
    • If you don’t map form fields to your CDP fields, the form fields will be available as activity attributes for 90 days (or longer if you have data retention enabled for Typeform).
    • If you map the form fields to your CDP fields, the field attributes are stored for the lifetime of your Ortto plan.
  • At least one mapped field must match a unique identifier set in your account Settings > Customer data > Unique identifiers.
  • The Typeform field types other than text must match the field type of the CDP field you wish to map to. For example, only a Typeform email field type can be mapped to the CDP Email field. However, a Typeform email field type can be mapped to a CDP text field type.
  • Fields with the type large_text cannot be mapped to the CDP.
  • The amount of forms you can track depends on your Ortto plan.

TIP: It is a good idea to set the data retention limits while setting up the data source. Updating the data retention limits in the future will require a resync of the data source, which may affect multiple audiences and campaigns within the CDP.

How is the data merged into Ortto?

Data is merged from Typeform to Ortto on the initial connection and subsequently, when form submission activity occurs within Typeform. Data is not transferred from Ortto to Typeform.

Initial data sync

All form submission data available in your Typeform account (per the forms and field you selected during the integration setup) is synced to Ortto. This includes adding submission activities to existing contacts in your CDP, as well as adding new contacts (and their submission activities).

When a person is added to your CDP from the Typeform data synchronization, they are automatically subscribed to receive email communications. No change is made to the person’s subscription to SMS notifications.

Ongoing data sync

The Typeform data sources adds new submission activity, and any related new contacts, to Ortto.

If you adjust the forms and fields to be synced, Ortto will begin to sync data per your new configuration from the time you set it.

Resynchronizing data

Should you disconnect Typeform, upon reconnection, new form submissions will be synced to Ortto. The resync will perform a full backfill of data.

What does the data source add to my account?

Connecting Typeform as a data source adds 2 types of submission activities:

  • Form submitted, which captures general form submission information (such as the form name, browser and device used), and
  • Submitted <name of your typeform> typeform, which has the form attributes (such as the form questions and responses).

Submission activities are added to your existing contacts, where the contact is known to Ortto (via a unique identifier). Typeform adds new contacts to your CDP when someone who does not currently exist in your CDP submits a typeform.

You can use these activities in filters and merge tags. Learn more about using merge tags in Personalizing campaign content with Liquid.

These activities can also be sent to a destination (webhook).

Learn more about using Typeform in Ortto under Using Typeform.

Access the Typeform data source view

When a data source is connected, you are provided with a data source view. On the Data sources page, click the data source you wish to view.

A data source’s view is the administration page where you can:

  • give the data source a new name (this will not affect your Typeform account settings). To do so, hover over the name and click the pencil icon, then type the new name and click on a blank area of the page to save the name.
  • disconnect the data source. To do so, click Actions > Disconnect.
  • add, modify and delete the forms and fields synced from Typeform.
  • modify the merge strategy.
  • configure the data retention period for activity data.

Learn more about the data source view under Managing data sources.

Using Typeform

Using Typeform’s submission activities, you can leverage your customer responses to create personalized campaigns and visualize the response data in reports and dashboards.

For example, you could send customers a post-purchase review form, reward them with a coupon for completing the review, and build reports based on the form submissions.

For customers who have recently made a purchase, you could use an activity such as Shopify’s Ordered product occurs as a journey entry criteria to send the customer an email containing a Typeform product review survey a few days after the customer’s purchase.

TIP: Using an occurs condition in your campaign entry criteria gives you a fresh data set, as people enter the journey when they perform the specified activity (as opposed to using has occurred, which qualifies people who have already performed an activity).

This journey could also include a condition that customers who submit the survey receive an email containing a coupon as thanks for completing the survey.

You could then create a report to visualize the product review responses. In this example, a custom CDP field called 'Rating' is mapped to the product review typeform to collect the responses rating the product out of 5.

Typeform hidden fields

Typeform has a feature which allows you to add hidden fields to your typeform. Hidden fields add data to the URL of the typeform, but do not appear as a field for the user to populate. This can be handy when you want to, for example, ask customers for a review of a product they purchased — the product name can be added to the form as a hidden field so the customer does not have to answer a question such as "What did you purchase" as part of the feedback.

A typeform URL with a hidden field will look something like this, where the hidden field is highlighted in bold: https://example.typeform.com/to/example/#product_name=yoga%20mat

Where your typeform has a hidden field, when you sync the data to Ortto you can map the hidden field value to a new or existing CDP field, if required. You might like to do this so you can view a segment of people with that CDP field populated or create a report based on the field.

Troubleshooting Typeform

This troubleshooting guide is designed to help you with common questions or issues you may encounter when using Typeform as a data source.

For further assistance, please contact our Support team:

  1. In the left-hand navigation drawer of your Ortto account, click Support.
  2. On the How can we help? page:
    1. Under Quick links, click Chat with support.
    2. Type your message in the Talk messenger widget to start a conversation with our team.

Disconnect and delete the data source

You must disconnect and archive a data source before you can delete it.

Disconnecting a data source from Ortto will stop new data from the data source merging with the CDP.

Learn about disconnectingarchiving and deleting a data source under Managing data sources.

Data source already connected

Disconnect, archive, and delete the existing Typeform connection before attempting to connect again; the existing data source must be deleted.

Connect more than one Typeform account

Ortto can connect to only one Typeform account at a time. To connect to another Typeform account, you must first disconnect and delete the data source for the current Typeform account.

Typeform data source displays as 'syncing' after x minutes/hours

If you have audiences configured with Typeform as a data destination, you may see the data source as "Syncing" if you have a large amount of audience activity (people entering/leaving the audience).

Learn more about data source statuses under Managing data sources.

How to edit field mapping for an existing typeform

If you want to edit the field mapping of an existing typeform in Ortto, you can do so from the Typeform data source view. You might want to edit the mapping when you have already added a typeform to Ortto but have fields that are currently deselected for mapping, or you want to change the Ortto field to which a typeform field is mapped.

To edit the field mapping:

  1. In Ortto, navigate to Data sources > Typeform.
  2. On the Typeform data source view, under Forms, click Edit.
  3. For the typeform you need to change, click the edit icon.
  4. Select (or deselect) the typeform fields and map them to the relevant Ortto fields as required.
  5. Click Save to finish mapping.
  6. Click Done in the Forms section to save the changes.

How to remap a typeform with new fields

When you add a new field(s) to an existing typeform that is mapped to Ortto fields, you will need to delete the typeform in Ortto and add it again to pull in the new field(s). The following steps assume that any changes to the typeform have been published in Typeform and are ready to use.

To remap an existing typeform:

  1. In Ortto, navigate to Data sources > Typeform.
  2. On the Typeform data source view, under Forms, click Edit.
  3. For the typeform you need to remap, click the trash icon to remove it.
  4. Re-add the typeform by clicking Add form.
  5. Select the relevant typeform and map its fields to the relevant Ortto fields.
  6. Click Add form to finish mapping.
  7. Click Done in the Forms section to save the changes.

Unable to find a CDP field to map to

When mapping Typeform fields to Ortto CDP fields, it's important that the Typeform field type matches the CDP field type.

If you are searching for a CDP field to map to, and you can't find what you're looking for, it may be because the field types don't match.

For example, you have a "What is your email address?" Typeform field which is a text type. If you search for a CDP field to map to, you will not be able to find the Email field which is an email type.

Example Typeform text field type which can only be mapped to equivalent types

To fix this, you will need to ensure the Typeform "What is your email address?" field is an email field type, so you can map it to the CDP Email field.

Example showing matching Typeform and Ortto CDP field types