MagicForm

What it is

MagicForm is a no-code form builder for founders and go-to-market teams, built around one idea: the form should do something after the submit button. The site puts it as "One form. Multiple outcomes. All automated." A lead who answers one way books a call, another downloads a guide, and the form decides which, automatically. The company says most form builders stop at collecting answers, which leaves you sorting leads by hand and guessing what converts, and that MagicForm keeps going from the first field to the final conversion metric.

The home page lays the product out as 4 parts: forms, success variants, actions and analytics, under the line "Build. Act. Measure." Its comparison pages position it against Typeform, Tally, Jotform, HubSpot Forms, Framer Forms, Google Forms, Microsoft Forms, Paperform, Formstack and Cognito Forms.

What you build and how

The form. The editor is a drag-and-drop builder, which the Paperform comparison page contrasts with Paperform's document-style free-text editor. The site lists 27+ field types, including text, dropdowns, file uploads, date pickers and rating scales. Multi-step forms split a long form into focused steps with conditional routing between them, and conditional logic shows, hides or skips fields based on previous answers. Field validations catch invalid input before it becomes bad data. On design, the site promises "your fonts, your colors, your brand" and full design control.

Publishing. Every form gets a direct shareable link you can send in email or Slack. For your own site, the form embeds natively rather than in an iframe: it renders in your page and inherits your styles, with React, Next.js and plain HTML named as targets. Multi-language forms can auto-detect the visitor's locale, translate with AI or be edited by hand.

Success variants. This is the feature the product is named for. Instead of one thank-you page, MagicForm shows a different success screen based on how someone answers: a calendar booking, a PDF download, a video or a custom next step. You define the rules once and every submission gets the matching response. The home page demo shows a "Book a call" outcome for a budget over 50k beside a plain thank-you message, so the logic is a set of rules attached to answers rather than code. The Paperform comparison states that Paperform has no post-submission routing based on answers, and that MagicForm can fire different integrations per variant, so hot leads trigger different actions than cold ones.

Actions and integrations. The site says to connect your stack once and let each submission flow through. It lists pushing submissions to HubSpot, alerting your team on Slack, logging to Google Sheets, booking meetings via Cal.com and tracking with GA4, plus email notifications and email follow-ups. A demo log on the home page shows a form submission followed by a HubSpot deal created, a calendar invite sent and a Slack message to a sales-leads channel, each a few seconds apart. Webhooks POST submissions to any URL with automatic retries and delivery logs. The Paperform comparison adds that MagicForm has native Google Tag Manager tracking.

Analytics. Built-in form analytics track drop-off rates, time on form, field-level engagement and conversions by UTM source, with a funnel from views to submissions and a list of top sources. The site says it is fully integrated with Google Tag Manager and GA4. UTM and source tracking apply to every submission. Spam prevention blocks bots and junk submissions automatically.

Developer tooling. MagicForm offers a full CLI and an MCP server, so forms can be built, configured and deployed programmatically. The pricing table lists both on every plan, which gives developers a way to script forms instead of clicking through the builder.

Plans, pricing and limits

The site offers a 14-day Pro trial with full analytics, all integrations and unlimited forms, no credit card required. There is also a Free plan, listed as free forever, and 2 paid plans shown with annual billing saving 20%.

| Plan | Price | Forms | Submissions a month | File storage | |---|---|---|---|---| | Free | €0 | 1 | 100 | none listed | | Basic | €12 a month, billed annually | 3 | 1,000 | 1 GB | | Pro | €28 a month, billed annually | Unlimited | Unlimited | 10 GB |

MagicForm branding is required on Free and removed on Basic and Pro. Localization runs from 1 locale (English) on Free to 3 on Basic and unlimited on Pro, with manual translation editing on Basic and AI translation on Pro. Success screen variants go from 1 on Free to up to 3 on Basic and unlimited on Pro. Conditional routing starts on Basic. Conditional actions per variant are Pro only. Email notifications and Google Sheets come with every plan, while HubSpot, Cal.com, Slack and webhooks start on Basic. GTM tracking is Pro only. Basic analytics are on every plan, and funnel analytics and field-level drop-off start on Basic.

The Paperform comparison page quotes the monthly prices: Basic from €15 a month, and Pro at €34 a month for unlimited submissions. It says Paperform has no free plan, starts at $29 a month and charges $59 a month on its Pro plan to remove branding. Those are the vendor's own comparison claims about a rival, not independent figures. On that page MagicForm claims a setup under 10 minutes against 15 to 30 minutes for Paperform, while the home page says under 5 minutes. For questions, the site points to its customer support team.

Who it suits

MagicForm suits a founder or revenue team whose forms exist to qualify leads. A SaaS company with a demo-request form can route large accounts to a booking calendar and send smaller ones to a guide. An agency can set up forms for sales inquiries and B2B lead capture, two of the use cases the site names. A team that lives in HubSpot, Slack, Google Sheets and Cal.com gets those connections built in, and a marketer who needs to see which step loses people gets field-level analytics without a separate tool. The free plan allows 100 submissions a month, enough to test the idea before paying.

The caveats come from the company's own comparison. MagicForm does not collect payments, and the Paperform page lists payments, product pages, calculations and e-signatures as reasons to choose Paperform instead. The routing power sits on paid plans, since conditional actions per variant need Pro, and a form that only needs to collect answers with one ending gets little from the outcome logic.