> ## Documentation Index
> Fetch the complete documentation index at: https://docs.conversion.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Form Contact Creation

> How forms create and update contact data

## Rules for Contact Creation

When a user fills out a Conversion form, the following logic applies in order:

1. First match on email address. If there is a match, update the *most recently updated* contact in Conversion with that email address. "Most recently updated" refers to the contact's `updated_at` timestamp in Conversion, not in your CRM.
2. Then, if the `trackingId` (read more below) is linked to a contact, the form submission is attached to that contact and its fields are updated (including email address).
3. Otherwise, a new contact is created with the submitted email address and fields. The contact is then conditionally synced to your CRM based on your form and CRM sync settings.

***

## Original Traffic Sources

When a contact is created from a form submission, Conversion populates the following original traffic data on the contact's fields:

<AccordionGroup>
  <Accordion title="Original Traffic Channel" defaultOpen>
    The channel the contact originally came from. See [Traffic Channels](/product-docs/tracking/traffic-channels) for a full list of possible values.
  </Accordion>

  <Accordion title="Original UTM Campaign">
    The value of the `utm_campaign` query parameter from the first page the contact visited on your website.
  </Accordion>

  <Accordion title="Original UTM Medium">
    The value of the `utm_medium` query parameter from the first page the contact visited on your website.
  </Accordion>

  <Accordion title="Original UTM Source">
    The value of the `utm_source` query parameter from the first page the contact visited on your website.
  </Accordion>

  <Accordion title="Original UTM Term">
    The value of the `utm_term` query parameter from the first page the contact visited on your website.
  </Accordion>

  <Accordion title="Original Web Referrer">
    The value of the `Referer` HTTP header from the first page the contact visited on your website.
  </Accordion>

  <Accordion title="Original Time Zone">
    The time zone derived from the contact's IP address at the time of form submission. Formatted using the **IANA time zone standard** (e.g. America/Los\_Angeles).
  </Accordion>
</AccordionGroup>

<Note>
  All UTM values are derived from the first page the contact visited.
</Note>