# Formtoro

> AI-native popup, form, and quiz platform for Shopify. Merchants chat to build multi-step forms that capture zero-party data, sync it to Klaviyo, and turn it into AI marketing insights and discounts that auto-apply at checkout.

Formtoro ("Luigi" is the in-app AI assistant) helps Shopify stores collect intentional, first-hand shopper data — quiz answers, preferences, and contact details — instead of guessing from behavioral tracking. It is built to feel like a native Shopify app.

## Key pages

- [Homepage](https://formtoro.com/): What Formtoro is and who it is for
- [Zero-party data on Shopify](https://formtoro.com/zero-party-data): What zero-party data is worth — how declared answers are measured against attributed revenue
- [Templates](https://formtoro.com/templates): Gallery of popup, form, and quiz templates
- [Guides](https://formtoro.com/guides): Playbook-style tutorials on zero-party data and CRO
- [Documentation](https://formtoro.com/docs): Product documentation and integration guides
- [Blog](https://formtoro.com/blog): Product news and ecommerce marketing writing
- [Changelog](https://formtoro.com/changelog): Release history
- [About Formtoro](https://formtoro.com/about): Who builds Formtoro, the zero-party data thesis, and the legal entity behind it

## For developers

- [OpenAPI description](https://formtoro.com/openapi.json): Machine-readable description of the Formtoro Public API — every endpoint, its scopes, parameters, and response shapes
- [REST API](https://public-api.formtoro.com): Scoped API-key auth (`Authorization: Bearer ft_live_…`). Forms, analytics, attribution, discounts, branding
- [MCP server](https://mcp.formtoro.com): Model Context Protocol endpoint. Connect Claude, ChatGPT, or any MCP client to a shop (OAuth)
- [API keys & authentication](https://formtoro.com/docs/ai-and-api): Mint scoped keys, understand the scope model, and make a first request
- [MCP setup](https://formtoro.com/docs/mcp): Per-client setup, the consent screen, and managing connections
- [Full documentation corpus](https://formtoro.com/llms-full.txt): Every merchant documentation page as a single markdown document

Documentation pages are also served as markdown: send `Accept: text/markdown`, or append `.md` to any `/docs` URL.

## Documentation

- [API keys](https://formtoro.com/docs/ai-and-api): Mint scoped API keys for scripts, BI tools, and integrations, and call the Formtoro REST API.
- [Analytics & submissions](https://formtoro.com/docs/analytics): Measure how your forms perform and read every response in one place.
- [Branding](https://formtoro.com/docs/api/branding): Themes and confirmed brand (read-only design truth).
- [Discounts](https://formtoro.com/docs/api/discounts): Discount definitions (read-only inventory).
- [Experiments](https://formtoro.com/docs/api/experiments): A/B tests between two forms — inventory and per-arm results.
- [Forms](https://formtoro.com/docs/api/forms): Form inventory and per-form analytics.
- [Revenue & attribution](https://formtoro.com/docs/api/revenue-&-attribution): Attribution, discounts, UTM revenue, and customer LTV.
- [Shop analytics](https://formtoro.com/docs/api/shop-analytics): Shop-wide analytics across all forms.
- [Audience filtering](https://formtoro.com/docs/audiences): Decide exactly who sees a form — pages, devices, location, visitor history, and Klaviyo or Shopify segments — with testable AND/OR rules.
- [Brand colors](https://formtoro.com/docs/branding/brand-colors): Your store's palette, and the swatches it feeds into every color picker in the builder.
- [Custom fonts](https://formtoro.com/docs/branding/custom-fonts): Use any Google Font, or upload your own licensed typefaces to Shopify and load them in Formtoro.
- [Themes & styles](https://formtoro.com/docs/branding): How brand colors, fonts, themes, and reusable styles keep every form on-brand.
- [Reusable styles](https://formtoro.com/docs/branding/styles): Named, reusable bundles of look-and-feel you apply to many elements at once.
- [Themes](https://formtoro.com/docs/branding/themes): Apply, switch, edit, and manage the design system behind a whole form.
- [Building forms](https://formtoro.com/docs/building-forms): A Figma-style editor for multi-step forms — layers, canvas, inspector, live preview, versions, and keyboard shortcuts.
- [Discounts](https://formtoro.com/docs/discounts): Reward shoppers with magic discounts that apply themselves at checkout, or static codes that auto-apply the moment someone subscribes.
- [Display modes & triggers](https://formtoro.com/docs/display-and-triggers): Choose how a form appears, when it opens, and how often a returning shopper sees it.
- [Experiments](https://formtoro.com/docs/experiments): A/B test two forms head-to-head — split traffic, compare conversion and revenue, and promote the winner with confidence.
- [Fields reference](https://formtoro.com/docs/fields): Every element you can add to a form, what it's for, and what you can configure.
- [Getting started](https://formtoro.com/docs/getting-started): Install Formtoro, work through the setup guide, and get your first form live.
- [Going live](https://formtoro.com/docs/going-live): Save a version, turn your form on, get it rendering on your storefront, and fix the most common reason it doesn't show.
- [How to use Formtoro](https://formtoro.com/docs): A guided tour of Formtoro — from your first form to insights, discounts, and integrations.
- [Google Ads](https://formtoro.com/docs/integrations/google-ads): Upload form signups and attributed purchase revenue to Google Ads as offline conversions for Smart Bidding, and pull campaign spend into Formtoro analytics.
- [Klaviyo](https://formtoro.com/docs/integrations/klaviyo): Sync every form submission to Klaviyo — list subscriptions, consent, and answers as profile properties — automatically and reliably.
- [Meta Ads](https://formtoro.com/docs/integrations/meta-ads): Send form signups and attributed purchases to Meta as server-side conversion events, and pull your ad spend into Formtoro analytics.
- [Launch buttons](https://formtoro.com/docs/launcher): The Formtoro Launcher app block — a native-looking button you place anywhere in your theme that opens a form on click.
- [Layout & responsive design](https://formtoro.com/docs/layout-and-responsive): Wrap elements in containers, arrange them, float them, and fine-tune how they look on mobile vs desktop.
- [Logic engine](https://formtoro.com/docs/logic): Branch between steps, recognize returning visitors, redirect, or block a submission — with rules you can test before anyone sees them.
- [Luigi, your AI assistant](https://formtoro.com/docs/luigi): Create and edit Formtoro forms by chatting in plain language.
- [MCP server](https://formtoro.com/docs/mcp): Connect Claude, ChatGPT, or any MCP client to your shop — setup per client, the consent screen, and managing connections.
- [Settings & team](https://formtoro.com/docs/settings): Store details, legal & consent copy, storefront domains, assets, team roles, plan & usage, and support.
- [Teasers](https://formtoro.com/docs/teasers): Invite shoppers to open a form with a small bubble or banner instead of showing the whole thing.
- [Troubleshooting](https://formtoro.com/docs/troubleshooting): Quick fixes for the things merchants most often get stuck on.

## Guides

- [Best CRO Tools for Ecommerce & Shopify (2026)](https://formtoro.com/guides/best-cro-tools-shopify): CRO means conversion rate optimization: turning more of your existing traffic into buyers. Here are the best CRO tools for Shopify in 2026, free and paid.
- [Best Form Apps for Shopify in 2026 (AI, Free & Paid, Ranked)](https://formtoro.com/guides/best-form-apps-shopify): An honest, opinionated roundup of the best form apps for Shopify in 2026. First learn which of the three kinds of form app you actually need, then see the ranked list, free and paid.
- [The anatomy of a data-driven ecommerce customer journey](https://formtoro.com/guides/data-driven-customer-journey-lifecycle-for-ecommerce): A ground-up overview of how ads, website visits, popups, emails, and SMS work together, and how zero-party data ties it all into a coherent, measurable system.
- [Ecommerce Conversion Rate Optimization: The Complete Shopify Guide (2026)](https://formtoro.com/guides/ecommerce-conversion-rate-optimization): A sequenced CRO playbook for Shopify stores, from foundational fixes to zero-party data capture. Honest benchmarks, realistic timelines, and the lever most guides skip.
- [Your 90-day growth plan](https://formtoro.com/guides/formtoro-90-day-plan): A three-stage playbook for turning popup signups into revenue: remove friction first, add opt-in touchpoints, then put your zero-party data to work.
- [Guides](https://formtoro.com/guides): Playbook-style guides for getting the most out of Formtoro — from launching your first popup to building advanced zero-party data strategies.
- [Lead Capture Popup: The Complete Guide for Shopify Stores](https://formtoro.com/guides/lead-capture-popup-shopify): A lead capture popup turns anonymous store visitors into known contacts. Here is what they are, the types that convert on Shopify, real examples, and how to build one without annoying shoppers.
- [Best Lead Generation Tools for Ecommerce (2026)](https://formtoro.com/guides/lead-generation-tools-ecommerce): Most "lead generation tools" lists are built for B2B sales teams. This one is for Shopify and ecommerce stores: the best tools for on-site capture, email, SMS, and quizzes, ranked honestly by lead quality.
- [Quiz lead magnets for Shopify: how to build one that drives revenue](https://formtoro.com/guides/quiz-lead-magnets-shopify): A quiz lead magnet converts 3-4x better than an ebook because it gives shoppers a personalized answer and gives you zero-party data. Here's how to build one on Shopify that drives orders, not just email signups.
- [The ultimate guide to subscription-to-conversion rates](https://formtoro.com/guides/the-ultimate-guide-to-understanding-ecommerce-subscription-to-conversion-rates): Why subscription-to-conversion rate is the single most important KPI in ecommerce, how to track it, and a six-step process for improving it
- [The ultimate guide to multi-step popup forms](https://formtoro.com/guides/ultimate-guide-to-multi-step-forms): How multi-step forms with zero-party intent data work, why they outperform standard popups, and how to structure them for maximum collection
- [How to personalize your welcome flow to increase conversion](https://formtoro.com/guides/ultimate-guide-to-personalizing-and-increasing-conversion-on-your-welcome-flow): A data-driven process for turning popup subscriber data into higher-converting welcome emails, using timing analysis, segmentation, and review mining.
- [Zero-party data for ecommerce: the complete guide](https://formtoro.com/guides/zero-party-data-ecommerce-guide): Zero-party data is information customers share with you intentionally. For Shopify and DTC brands, the popup signup is the highest-ROI place to collect it. Here's the full playbook.

## Blog

- [Introducing Formtoro v2](https://formtoro.com/blog/introducing-formtoro-v2): A new platform, built from scratch, Shopify-native and AI-native from the first line. Here's why we rebuilt Formtoro, and what it means for the way you collect and use customer data.

## Changelog

- [Branch on the button, use your own fonts](https://formtoro.com/changelog/2026-08-14): Route visitors by which button they clicked — the missing piece of the quiz pattern — plus your store's uploaded fonts in every font picker, a Split with Image step template with live hover previews, and redirect buttons that finally navigate on popups.
- [Hold a form back until the shopper consents](https://formtoro.com/changelog/2026-07-25-customer-privacy): A per-form toggle that withholds a form from EU/EEA visitors until they accept cookie consent — honoring Shopify's Customer Privacy signals — then reveals it the moment they consent.
- [Target forms by Klaviyo and Shopify segments](https://formtoro.com/changelog/2026-07-21-audience-segments): Show or hide any form based on the segments a visitor belongs to — Klaviyo segments for recognized subscribers, Shopify customer segments for logged-in customers — picked by name right in the builder.
- [Shipping discounts that aren't all-or-nothing](https://formtoro.com/changelog/2026-07-20-shipping-discounts): Take a percentage or a fixed amount off shipping, set a flat rate your customer pays, exclude express options, and combine a product discount with a shipping one in a single reward.
- [Live on the Shopify App Store](https://formtoro.com/changelog/2026-07-20): Formtoro is publicly listed. Discounts now show on the cart page, forms without an email field can reward returning subscribers, and Google Ads opens to early-access stores.
- [Ask Luigi whether your last edit worked](https://formtoro.com/changelog/2026-07-09): Compare how each published version of a form performed, see which pages people sign up on, and get a new signup-form views metric — plus Editors who can actually edit.
- [Inline forms, click-to-open, and reusable questions](https://formtoro.com/changelog/2026-07-05): Put a form directly on your page, open it from a button, reuse questions across forms so answers add up — plus single-item discounts and ready-made consent blocks.
- [Know who's new](https://formtoro.com/changelog/2026-06-30): New subscribers and returning ones are now separate numbers, answers sync to Klaviyo as they're given, and anyone already in your Klaviyo account stops seeing signup popups.
- [Formtoro v1](https://formtoro.com/changelog/2026-06-25): The first release of the rebuilt platform — Luigi, Magic Discounts, A/B experiments, revenue attribution, blended ad spend, Meta without a pixel, Klaviyo, and your team.