Configure answers and categories
Connect each answer to the right question and choose what it describes for Fit and Intent.
Form answers are more useful when CJM can connect them to the published configuration. First define questions and options in CJM; then have your website, webhook, or integration send the same identifiers and values.
Choose a question category
When adding or editing a question in the draft, choose a category:
| Category | Purpose |
|---|---|
| Contact | Collects details to identify or contact the person. |
| Fit | Indicates how the information helps understand whether the profile is suitable for your offer. |
| Intent | Indicates how the information helps understand interest, need, or urgency. |
Use single-choice and multiple-choice questions when you want to distinguish Fit or Intent by the chosen option. Free text, Contact fields, and unconfigured options remain visible as submission data but do not describe Fit or Intent.
Set an option level
For every Fit or Intent option, set a High, Medium, or Low level that represents how relevant that option is to your project. Use the same criteria for similar questions so people reading a profile can interpret answers consistently.
- Open the form in the Draft version.
- Add or edit a choice question.
- Choose Fit or Intent as its category.
- Set the level of each option.
- Select Save Draft.
- Use Preview and try a combination of answers.
- If the result is expected, select Publish Draft.
The preview shows the visible result for the combination you tried. It verifies the configuration: it does not send a real lead or replace a production form test.
How CJM recognizes an answer
| CJM configuration | Received data | Rule |
|---|---|---|
| Form identifier | source_metadata.formId in the Pixel | They must match. |
| Question identifier | form_responses[].questionId in the Pixel or a responses key in the webhook | They must match and remain stable. |
| Option value | form_responses[].answer in the Pixel or a responses value in the webhook | It must match the configured option; case and leading or trailing spaces do not affect matching. |
| Question text | form_responses[].questionText in the Pixel | It helps read a submission, but does not decide matching. |
If an answer is not connected
- Unknown form ID: CJM can capture the lead, but does not connect it to the form configuration.
- Unmatched question or option: the answer can remain recorded, but is not read in the configured category.
- No answers sent: CJM receives the lead, but has no form answers to show.
- Contact data only: the lead can be identified, but those answers do not describe Fit or Intent.
Form categories are only part of the profile context: always read Activity, the recorded journey, and commercial status too. Use this configuration to make answers understandable, not to guarantee a quality or funnel stage automatically.
For a website form, also complete Connect the Pixel.