Ortto

Webflow forms collect leads. The follow-up happens somewhere else. A submission lands in your site settings, fires a notification email, and can POST to a webhook, and that is where Webflow's job ends. Nothing in that path scores the lead, waits three days, or ties the submission to the pages that visitor read before filling it in.

Ortto closes that gap. It is a customer data platform with marketing automation attached, so a Webflow submission becomes a contact record, a page view becomes behavior on that record, and either one can start an email, SMS, or push sequence. Popups and banners you build in Ortto appear on your Webflow pages without republishing the site.

Marketing operations teams reach for this when site behavior and CRM data have to live on one profile. It also suits agencies, who can hand a client a Webflow site with the tracking, the forms, and the first sequences already wired.

How to integrate Ortto with Webflow

What is Ortto? Ortto combines a customer data platform, marketing automation, and campaign analytics in one product. It was called Autopilot until a 2022 rebrand, and the old name still shows up in connector directories and in its own help articles. It merges contact records from connected sources into one profile, then triggers journeys across email, SMS, push, and on-site widgets.

Teams pair the two when the marketing site has to feed lifecycle campaigns directly. A Webflow landing page collects the sign-up, Ortto identifies the visitor, logs their page history, and starts the sequence. The same tracking layer drives popups, lead scoring, and UTM attribution.

There is no Ortto app in the Webflow Marketplace, and no listing under the Autopilot name either. There is also no way for a Webflow form to post to Ortto directly: the Ortto API authenticates with an X-Api-Key header and expects a JSON body, neither of which a browser form POST can send. Every route below runs through Ortto's own script, an automation platform, or code you host.

• Ortto's MCP server exposes your CDP and campaign reports to an AI agent, which is the fastest way to ask questions of the data a Webflow site is feeding it.
• Ortto's tracking code and capture widgets handle visitor tracking, popups, and form capture through your site's custom code settings.
• Zapier and Make route Webflow form submissions into Ortto records and activities without any code on your side.
• The Webflow Data API and Ortto API give you full control over contact syncing and event tracking, and cost you server-side development.

Most setups combine two of these: the tracking code for widgets and behavior, plus one of the other three for the forms the tracking code cannot read.

Query Ortto data with an AI agent

Ortto ships its own MCP server, so an agent can read your CDP without you opening a report. Create it in Ortto under CDP > Data sources > New data source, search for MCP, name it, and click Connect. Ortto issues a scoped key, and that key is what you hand your AI client.

Once connected, the agent can pull contacts and audiences, retrieve campaigns, and generate email, SMS, push, and journey reports. Ortto's MCP documentation lists every supported tool by data category, along with a remote server URL per hosting region. Pair it with Webflow's own MCP server and one agent can read the site and the marketing data behind it in the same conversation, under whatever permissions each side grants.

Add Ortto tracking and forms with custom code

The tracking code is the foundation for on-site tracking and every capture widget. You paste it once into your site's head, and from then on it tracks pages and anonymous visitors and runs every overlay widget. Adding custom code needs a Core, Growth, Agency, or Freelancer Workspace, or an active Site plan. Once the snippet is live, tracked forms capture the Webflow forms you already have, and inline Ortto forms embed anywhere on a page.

Install the tracking code site-wide

Ortto generates the snippet inside your account and expects it in the head of every page you want to track. On Webflow that is a site-level setting rather than a per-page embed.

To install the tracking code:

1. In Ortto, go to Data sources and copy the tracking code snippet.
2. In Webflow, go to Site settings > Custom code.
3. Paste the snippet into the Head code section and click Save changes.
4. Publish the site.

Install one Ortto tracking code per site and no more; duplicates cause conflicts and inaccurate data. After publishing, bars, popups, takeovers, banners, notifications, chat, and Spin the Wheel display automatically wherever their targeting matches, with no per-widget embed code. You build and edit them in Ortto under Marketing > Capture, and changes go live without republishing Webflow.

Two costs come with that convenience, and both are worth pricing before you paste. The snippet is a third-party script in the head of every page, so it competes with your own scripts for the same early-load budget. And it is a CDP script: unless you pass a consent value into ap3c.init, Ortto decides for itself whether to show its own opt-in banner and begin cookie-based tracking, which is a decision your consent banner probably thinks it owns.

Capture existing Webflow forms with tracked forms

Tracked forms connect the forms already on your Webflow pages to Ortto with no code changes. Each submission creates or updates a contact in the Ortto CDP.

To set up a tracked form:

1. Confirm the tracking code is installed on the page containing the form.
2. In Ortto, go to Marketing > Capture > New widget and select Tracked form.
3. Enter the form page URL; Ortto detects every form on the page automatically.
4. If the page has more than one form, pick the right one and give each form unique field names.
5. Map every Webflow form field to an Ortto field. Unmapped fields are dropped from the submission data.

Tracked forms do not read multi-step forms, and Ortto also lists iframes, Ajax submissions, and login-protected forms among the shapes it cannot capture. Route those through an automation platform or the API instead. After any change to the Webflow form, toggle the tracked form off and then on in Ortto so it re-scans the structure.

Embed Ortto forms with Code Embed

Inline capture widgets are forms built and styled inside Ortto. You drop one into a Webflow page with a Code Embed element, which is the path to take when you want Ortto to own the fields and the mapping end to end.

To embed an inline form:

1. In Ortto, go to Marketing > Capture > New widget and select Inline.
2. Configure the form fields and copy the embed code.
3. In Webflow, drag a Code Embed element where the form should appear and paste the code.
4. Click Save and close, then publish.

The tracking code still has to be in the head of any page showing the form, and each Code Embed element holds up to 50,000 characters. One behavior to plan for: anyone who submits an Ortto capture form is subscribed to email marketing automatically, so add an email permission field to the widget if you need explicit consent recorded at the point of capture.

Connect Webflow and Ortto with Zapier or Make

Use an automation platform for the forms tracked forms cannot read, and for anything that needs a step between the submission and the contact record. Zapier publishes a paired Ortto listing for Webflow, and Ortto's Zapier integration is available on every Ortto plan at no extra cost. Make lists the same connector under the old brand as Autopilot by Ortto, with 20 modules covering Create Contact, Add Contact to Journey, and Add Contact to List, while its Webflow app watches form submissions.

Ortto actions worth pairing with Webflow's new form submission trigger:

• Create record: Writes the submission straight into the CDP as a person, or updates the person if they already exist. Zapier publishes this one as a ready-made template.
• Create custom activity: Logs the submission as a named event on the contact, and can create the record first if there is nothing to attach it to.
• Search or create record: Looks the person up by a field you choose before writing, which is how you avoid duplicate contacts in a multi-step zap.
• Tag and untag records: Adds or removes a tag, which is the simplest way to make a journey start on a specific form rather than on any submission at all.

Watch the email permission field in all four. Map it in any Ortto action and Zapier overwrites the contact's stored permission, which can resubscribe someone who unsubscribed elsewhere.

Build with the Webflow and Ortto APIs

Take the API path when you are syncing multi-step forms, logging custom events, or already running middleware. It needs server-side development, and there is a hard constraint on the Ortto side: you cannot call the activities API from browser JavaScript, because it is deliberately backend-only and rejects cross-origin requests. A backend or serverless function has to sit between Webflow and Ortto.

The pieces you assemble:

• The Ortto API: Handles people, custom activities, custom fields, and subscriptions, authenticated with an X-Api-Key header.
• Webflow form submissions: The Data API exposes stored submissions through its submissions endpoints, and Intro to Webflow's APIs covers how the tokens work.
• Webflow CMS data: Collections and items are readable and writable through the CMS reference, which is how you sync content-driven fields onto a contact.
• Webflow webhooks: Push real-time events, including form_submission, to any endpoint you control.

Create the Ortto API key in Ortto by adding a new data source and choosing the custom API option. Requests go to a regional base URL: https://api.ap3api.com/ globally, https://api.au.ap3api.com/ for Australia, and https://api.eu.ap3api.com/ for Europe.

Sync Webflow form submissions to Ortto contacts

A webhook-driven sync sends each Webflow submission to your middleware, which writes the contact into Ortto. This covers the form types tracked forms refuse.

To build the sync:

1. Register a webhook with POST /v2/sites/{site_id}/webhooks, body {"triggerType": "form_submission", "url": "https://your-middleware.example.com/webflow-hook"}. An optional filter.name narrows delivery to one form.
2. Verify each request using the x-webflow-timestamp and x-webflow-signature headers. The signature is a SHA-256 HMAC of {timestamp}:{request_body}, and Webflow's webhook guide tells you to reject anything older than 5 minutes.
3. Read the submitted values from the payload's data object, along with formId and submittedAt.
4. Call POST /v1/person/merge on your regional Ortto base URL with headers X-Api-Key and Content-Type: application/json:

{
  "people": [
    {
      "fields": {
        "str::first": "Zaphod",
        "str::last": "Beeblebrox",
        "str::email": "zaphod@heartofgold.ai"
      },
      "tags": ["webflow-lead"],
      "location": { "source_ip": "119.18.0.218" }
    }
  ],
  "async": true,
  "merge_by": ["str::email"],
  "merge_strategy": 2,
  "find_strategy": 0
}

The merge_by field decides whether Ortto creates a new person or updates an existing one. Tags you add here, like webflow-lead, become journey entry conditions.

Trigger Ortto journeys from Webflow events

Enrollment is indirect. Ortto documents three ways to trigger a journey from the API: a custom activity, a tag, or a custom field update. Custom activities are the richest of the three, because you can pass defined attributes along with the trigger.

To trigger a journey with a custom activity:

1. Register the activity definition with POST /v1/definitions/activity/create, or create it in Ortto under CDP > Activities > New activity against the API data source. Define every attribute here first; undefined attributes are silently ignored.
2. In Ortto, build a journey whose entry criteria is that activity being performed.
3. When the Webflow webhook fires, have your backend call POST /v1/activities/create with the person's email, the activity_id, and any attributes.

Ortto matches the person by email, logs the activity, and the journey entry fires. You can batch several activities into a single request.

What you can build with the Ortto Webflow integration

The combination turns page visits and form submissions into automated lifecycle campaigns without exporting contacts or rebuilding your forms. These four are the ones teams reach for first.

• Lead capture with automated nurture: Build a Webflow landing page whose tracked form creates the Ortto contact and tags it webflow-lead, then use that tag as the entry condition for a multi-email sequence.
• Behavioral popups on high-intent pages: Scope an exit-intent Ortto popup to your pricing page to collect the visitor's email, and enroll anyone who submits it in a webinar reminder journey.
• Onboarding journeys from trial sign-ups: Wire a Webflow sign-up form to create or update the contact, then branch the journey on in-app behavior logged as custom activities.
• Abandoned-session recovery: Send a custom activity from your backend when a visitor drops out of a Webflow storefront or booking flow, and use that activity as the entry condition for a recovery journey.

If the automation platform route is the one you want, our walkthrough of form submissions via Zapier covers the same trigger and mapping work against a different destination. And if you would rather manage the Webflow side by asking for it, connect Webflow's MCP server to the same agent you gave the Ortto scoped key.