Iterable Integration

How LeadSync Subscribes Leads to Your Iterable Lists

Iterable's data model centres on Users -- email-keyed profiles that carry attributes (called data fields), receive messages across email, SMS, push, and in-app, and trigger Workflows based on events or list membership. LeadSync connects via your Iterable API key and posts each Facebook, Google, LinkedIn, or TikTok lead to the /api/lists/subscribe endpoint, which both creates or updates the User record and adds them to the chosen list in a single call.

Setup is a single API key from your Iterable account (Integrations › API Keys, with at least List Management and Users scope). LeadSync pulls every list across the project so you can pick the right destination for each lead source -- one list for paid-social welcome, another for higher-intent LinkedIn lead gen, a third for app-install TikTok forms.

Lead Form Fields Become Iterable Data Fields

Every question on your ad form is passed through to Iterable in the dataFields object on the User record -- the same place attributes from your website signup forms land. This means lead form responses are immediately available for use in Workflow branches, Templates via Handlebars merge tags, and Segments for cross-channel audience targeting.

Because Iterable's schema is flexible (data fields don't need to be predefined), you can add a new question to your lead form one day and reference it in an Iterable Template the same day -- no schema migration, no Iterable-side configuration. The field appears on the User the moment LeadSync writes the first lead with that question populated.

List Subscription Triggers Workflow Entry

The standard Iterable pattern for nurturing inbound leads is Workflow with a "List Subscribe" trigger -- the moment a User is added to the list, they enter the Workflow and start receiving the messaging cadence. LeadSync's subscribe call is what fires that trigger. Build the Workflow once in Iterable, point it at the list LeadSync writes to, and every Facebook lead enters the journey within seconds of submitting the form.

For more advanced setups, combine list subscription with attribute-based branching: a single Workflow can split paid-social leads into different cadences based on the lead source data field LeadSync sends, route them through email or SMS depending on whether they provided a phone number, and hand them off to your CRM via Iterable's outbound webhook nodes once they convert.

Frequently Asked Questions

In Iterable, go to Integrations > API Keys and create a Server-side API Key with at least List Management and Users scope. Paste it into LeadSync when adding Iterable as a destination. LeadSync will pull every list in your Iterable project so you can pick the right one for each lead source.

Yes. Iterable de-duplicates Users by email, so a repeat submission updates the existing User record and adds them to the list (if they were not already on it). Their data fields are updated with the latest lead form values, and Workflow re-entry follows your standard Iterable Workflow re-entry rules.

Every lead form question is sent to Iterable in the dataFields object on the User. Once written, the field is immediately available in Iterable Templates via Handlebars merge tags like {{firstName}} or {{custom_question_id}}. No schema configuration is required in Iterable beforehand.

Yes. The standard pattern is to build a Workflow with a List Subscribe trigger pointing at the list LeadSync writes to. Every lead added by LeadSync enters the Workflow within seconds and receives the messaging cadence (email, SMS, push, in-app) configured in the Workflow nodes.

Yes. Create one LeadSync connection per source pointing at the matching Iterable list. Facebook leads can land in your paid-social-welcome list while LinkedIn leads land in a B2B-specific list -- each list can have its own Workflow, Templates, and Segments.

Yes. LeadSync supports Iterable as a destination for lead forms from Facebook, Instagram, Google Ads lead form extensions, LinkedIn Lead Gen Forms, and TikTok Lead Generation. Each source is its own connection.

Iterable requires email as the primary User identifier on the list-subscribe endpoint, so a lead without one cannot be added. This is rare on Facebook lead forms, which include email by default. If you need to capture phone-only leads, route them to a different destination that supports phone-keyed records.

The current integration uses the list-subscribe path because it covers the most common nurture-on-arrival pattern. If you specifically need Custom Event ingestion (rather than list subscribe), get in touch -- we can advise on the cleanest workaround using a downstream Iterable Workflow node.

Yes. Once the User is created or updated and added to the list, Segment membership recalculates based on the new data fields. Any Segment that depends on the lead's attributes (like "all leads with phone number") includes the new lead within seconds.

Available Integrations

How It Works

How LeadSync Subscribes Leads to Your Iterable Lists

Lead Form Fields Become Iterable Data Fields

List Subscription Triggers Workflow Entry

Frequently Asked Questions

Start Syncing Leads to Iterable