completed_lead | ROASForm Developers

Fires when a visitor who left contact details reaches an ending. If you push leads into a CRM or notify your sales team, this is the event to subscribe to. For submissions that complete without any contact details, see form_submission. Note that a completion with a lead fires both events as separate deliveries — subscribe to one of the two, or correlate them on submission.id.

data

leadobject

The captured lead. See shared objects.

submissionobject

The completed submission (status is complete). Carries its own ending, answers, lastSeenElement, utmData, ipAddress, userAgent, and appliedTags. See the submission object.

splitTestVariantnullable object

{ id, name } of the variant served, or null when the form has no running split test.

completed_lead

{
  "id": "4b8e2f6a-9c3d-4e7b-a1f5-8d2c6b9e0a47",
  "event": "completed_lead",
  "webhookVersion": "2026-07-01",
  "createdAtUtc": "2026-07-28T14:32:11.482Z",
  "agency": {
    "id": "c1a2b3d4-5e6f-4a7b-8c9d-0e1f2a3b4c5d",
    "name": "Acme Marketing"
  },
  "subaccount": {
    "id": "7f3e9d21-4b8a-4c5e-9f60-2d8b1a7c3e54",
    "name": "Acme Fitness Client"
  },
  "form": {
    "id": "e8b4c672-9a1d-4f3b-b7c8-5d2e9f0a1b3c",
    "name": "Fitness Coaching Application",
    "url": "https://forms.roasform.com/fitness-coaching"
  },
  "data": {
    "lead": {
      "id": "3d9f7a25-6c1b-4e8d-a2f4-8b0c5d7e9f13",
      "name": "Jane Doe",
      "email": "jane@example.com",
      "phone": "+15555550100",
      "company": "Doe Fitness LLC",
      "location": "Austin, TX",
      "tags": [
        "hot-lead"
      ],
      "timezone": "America/Chicago",
      "country": "US",
      "createdAtUtc": "2026-07-28T14:29:03.114Z"
    },
    "submission": {
      "id": "5a2c8e94-1f7d-4b3a-9e6c-4d8f0b2a6c71",
      "status": "complete",
      "qualification": "qualified",
      "score": 40,
      "startedAtUtc": "2026-07-28T14:26:40.207Z",
      "completedAtUtc": "2026-07-28T14:32:11.482Z",
      "ending": {
        "id": "9c4b7d13-8e2a-4f6c-b1d9-7a3e5c8f2d46",
        "name": "Qualified - Book a call",
        "type": "calendar"
      },
      "lastSeenElement": {
        "elementId": "a1d4c7f2-9b3e-4c6a-8d2f-5e9b1c4a7d30",
        "label": "What is your email?",
        "type": "email",
        "value": "jane@example.com",
        "values": null,
        "score": null
      },
      "answers": [
        {
          "elementId": "b7e2f9a4-3c8d-4a1e-9f5b-6d0c2e8a4f17",
          "label": "What is your monthly budget?",
          "type": "single_choice",
          "value": "$2,000 - $5,000",
          "values": null,
          "score": 30
        },
        {
          "elementId": "d2c8f5b1-7e4a-4d9c-a6f3-9b0e5d8c2a64",
          "label": "What are your goals?",
          "type": "multiple_choice",
          "value": null,
          "values": [
            "Lose weight",
            "Build muscle"
          ],
          "score": 10
        },
        {
          "elementId": "a1d4c7f2-9b3e-4c6a-8d2f-5e9b1c4a7d30",
          "label": "What is your email?",
          "type": "email",
          "value": "jane@example.com",
          "values": null,
          "score": null
        }
      ],
      "appliedTags": [
        "hot-lead"
      ],
      "utmData": {
        "utm_source": "facebook",
        "utm_medium": "cpc",
        "utm_campaign": "summer-2026"
      },
      "ipAddress": "203.0.113.42",
      "userAgent": "Mozilla/5.0 (iPhone; CPU iPhone OS 17_5 like Mac OS X) AppleWebKit/605.1.15"
    },
    "splitTestVariant": {
      "id": "d6f1a8c3-2e9b-4a5d-8f7c-1b4e6a9d3c82",
      "name": "Variant B"
    }
  }
}