Typeform vs Tally: Lead Capture Integration Architecture
Evaluating Typeform against Tally for lead capture centers on data throughput, payload architectures, and response margins. While Typeform provides structured conversational UI at 2 requests per second via its REST API with a 100-response floor on its Basic tier ($25/mo), Tally offers unlimited submissions on its free tier with push webhooks and HMAC signing at $29/mo for custom domains.
Explore: Forms
Comparison matrix
| Feature | Typeform | Tally | Edge |
|---|---|---|---|
| Entry-level monthly price | $25/mo (100 responses included) | $0 (unlimited submissions) / $29/mo Pro | Tally |
| Free tier submission quota | 10 responses per month | Unlimited responses per month | Tally |
| API authentication method | Personal Access Token (Bearer) / OAuth 2.0 | API Key (Bearer) and Webhook Signing Secret | Tie |
| REST API rate limits | 2 requests/sec (burst to 5 req/s) | Push-based webhooks (no inbound pull throttle) | Tally |
| Webhook payload security | HMAC-SHA256 via Typeform-Signature header | HMAC-SHA256 via tally-signature header | Tie |
| Native CRM integrations | 120+ (Salesforce, Marketo, HubSpot native) | 60+ (HubSpot, Notion, Airtable native) | Typeform |
| Attribution & UTM parameter passing | Hidden Fields builder and URL parameter extraction | Dynamic query parameters auto-mapped to fields | Tie |
| Self-hosting options | No (SaaS multi-tenant only) | No (SaaS multi-tenant only) | Tie |
| Data payload structure | Nested JSON separating questions from answers | Flat array of answer objects with field names | Tally |
| Start free | Try Typeform → | Try Tally → |
ROI metrics
Hours saved / mo
14
Typeform / mo
$99
Tally / mo
$29
Break-even
3.2 wks
Annual savings
$840
Tally eliminates hard submission caps and saves $840/year for growing lead pipelines; Typeform remains justified when native Salesforce or Marketo synchronization is required.
Step-by-step setup guide
1.Configure Hidden Fields for Lead Attribution
Add tracking parameters (utm_source, utm_medium, utm_campaign) to the form structure to automatically parse marketing attribution from the query string.
2.Construct Webhook Consumer Endpoint
Expose a public HTTPS route (e.g., POST /api/webhooks/typeform) accepting application/json payloads and responding with an HTTP 200 within 5 seconds.
3.Register Webhook via Typeform REST API
Execute a PUT request to Typeform's API to bind your HTTPS destination to the target form UID with secret-based HMAC verification enabled.
curl -X PUT https://api.typeform.com/forms/{form_id}/webhooks/lead-capture -H 'Authorization: Bearer YOUR_TYPEFORM_PAT' -H 'Content-Type: application/json' -d '{"url":"https://api.yourdomain.com/api/webhooks/typeform","enabled":true,"secret":"sec_7a8b9c1d2e3f"}'4.Verify Signature and Ingest Lead Data
Compute an HMAC-SHA256 hash using your webhook secret and the raw request body. Compare it against the Typeform-Signature header before writing to your CRM.
const crypto = require('crypto'); function verify(rawBody, signature, secret) { const hash = 'sha256=' + crypto.createHmac('sha256', secret).update(rawBody).digest('base64'); return crypto.timingSafeEqual(Buffer.from(hash), Buffer.from(signature)); }5.Normalize and Route to CRM Pipeline
Map the payload answer array to your schema and push directly to your internal database or outbound lead queue using worker processes.
Webhook payload example
POST /api/webhooks/typeform/leads · event: form_response
{\"event_id\":\"01H8Z8YQX6G7W9E3M0J8F6K2P1\",\"event_type\":\"form_response\",\"form_response\":{\"form_id\":\"u6ZtUX\",\"token\":\"01H8Z8YQX6G7W9E3M0J8F6K2P1\",\"submitted_at\":\"2024-03-24T14:32:00Z\",\"hidden\":{\"utm_source\":\"google\",\"utm_campaign\":\"b2b_saas_leadgen\"},\"definition\":{\"id\":\"u6ZtUX\",\"title\":\"Demo Request\",\"fields\":[{\"id\":\"f1\",\"title\":\"Email\",\"type\":\"email\"},{\"id\":\"f2\",\"title\":\"Company Size\",\"type\":\"number\"}]},\"answers\":[{\"type\":\"email\",\"email\":\"alex.vance@enterprise.com\",\"field\":{\"id\":\"f1\",\"type\":\"email\"}},{\"type\":\"number\",\"number\":250,\"field\":{\"id\":\"f2\",\"type\":\"number\"}}]}}Typeform: pros & cons
- ✅ Native integrations with Salesforce, HubSpot, and Marketo eliminate middleware overhead.
- ✅ Conversational design achieves up to 57% completion rates on multi-step qualification forms.
- ✅ Fine-grained OAuth 2.0 scopes for multi-user enterprise provisioning.
- ⚠️ Response limits start at only 100 responses/month on the $25/mo plan with steep overage charges.
- ⚠️ REST API rate limit capped at 2 requests per second across programmatic endpoints.
Tally: pros & cons
- ✅ Unlimited responses and submissions on the free plan with zero tier-based overage penalties.
- ✅ Native push webhooks and HMAC signing available without paid upgrades.
- ✅ Doc-like markdown editor allows non-technical team members to build forms in minutes.
- ⚠️ Lacks enterprise CRM connectors like Salesforce or Marketo without Zapier or custom code.
- ⚠️ Pro plan required for custom domain whitelabeling and tracking script injections at $29/month.
FAQ
Can Tally replace Typeform for complex multi-page qualification funnels?
Yes. Tally supports logic jumps, conditional branching, and hidden attribution fields out of the box on its free tier, matching Typeform's qualification functionality.
How does Typeform enforce rate limits across programmatic form retrieval?
Typeform enforces a strict limit of 2 requests per second on standard REST endpoints, returning an HTTP 429 Too Many Requests response if your integration exceeds this volume.
Does Tally charge for webhook payload volume or data exports?
No. Tally allows unlimited responses and webhook deliveries on all tiers, including the free plan, with zero volume-based surcharges.
How do both tools handle HMAC webhook verification?
Typeform signs payloads using HMAC-SHA256 and base64 encoding via the Typeform-Signature header, while Tally computes an HMAC-SHA256 hex digest transmitted via the tally-signature header.