3 Easy Ways to Track Form Submissions

Laura Caveney
17th January 2022

Want to track form submissions on your website? We show you three easy ways you can track form fills and understand which marketing channels influenced that new lead. 

Understanding how to track form submissions is essential to understanding which channels and campaigns are working for you.

And being able to track form submissions in Google Analytics is vital if you want to get clear data on which campaigns, channels, pages and more are influencing new leads.  

But hang on. While your site likely pushes form submissions to one central inbox, how do you find out more about where that lead came from?

Our survey of over 200 businesses found that 84% of marketers use forms as a conversion tool but 36% of those struggled to track them. So why are marketers falling behind when it comes to tracking form fills on their site? 

In this blog, you’ll learn:

⚡️ Pro Tip
Want to learn more about lead tracking? We wrote a comprehensive guide to lead generation and tracking that will help you track leads through the entire customer journey. 

What is a form fill and what does it mean? 

A form fill is simply when a website visitor completes a lead form hosted on your website. This form submission usually prompts a new lead in your CRM, or a new email to your sales team. 

If you’re working in any industry that isn’t eCommerce then you likely rely on forms on your website to drive new leads. 

Do you also use phone calls or live chat? These can be just as tricky to track, but we’ve got you covered. Read our complete guide to phone call tracking and how to track live chat

While form submissions are a great way to drive new business through your site, marketers struggle to understand which marketing channels and campaigns influence the most leads, and also, the best quality leads. 

Why are form submissions hard to track?

Form submissions in themselves aren’t hard to track. If you’ve connected your site to your CRM, when a new lead comes through a form, the CRM will likely automatically pull it into its database. 

Or perhaps you’ve set up a goal to track your count of form fills in Google Analytics. 

The difficulty arises when you want to understand what a user was doing on your site prior to filling in your form. Since you can’t track an anonymous user on your website, you can’t connect an anonymous web visit to an inbound form submission. 

So, if you want to learn which channel or campaign referred that user to your site then you’ll need to employ better lead tracking tactics. 

Why should you track your form submissions?

Form submissions are a great way to collect data from your website visitors who are ready to be contacted by your sales or service team.

Tracking form fills to measure your lead volume is a great first step. Even better is tracking your individual form submissions and tracking them till the point of sale.

By tracking your form submissions through the entire customer journey, you can:

But, let’s not get ahead of ourselves. First, you need to learn how to track your form submissions from a lead volume perspective.

Note ✏️
Learn more about lead tracking with our free cheatsheet. View it here.

How to track form submissions

Want to know how many people are submitting a form on your website? This is a great way to quantify the number of leads you’re receiving on a particular web page. There are three main ways to track form submissions without much, if any, need for web development.

Method one: How to track form submissions in Google Analytics

If you’re looking for a simple way to track form submissions coming in each week, or month, then you can do this in Google Analytics. If your form, after submission, leads to a thank you page or similar, then you can use this to set up a goal in Google Analytics.

Here’s how to do it:

Step One

Head to the admin section of your Google Analytics account (the little gear icon at the bottom the page). Then, under ‘View’, select ‘Goals’.

Step Two

You’ll be taken to your current goals dashboard, where you’ll want to click ‘new goal’

Select ‘custom’ goal, right at the bottom of the pop-up window

Step Three

Click ‘continue’ and then name your goal something simple like, ‘Contact us form’

Step Four

You’ll then want to select ‘destination’ before pressing ‘continue’. This ensures the goal you’re installing is tracking a set landing page. Here, you’ll be able to set your destination page. In this example, we went with www.yourwebsite.com/thank-you

Remember, your ‘thank you’ page or destination page needs to be non-indexed. This stops it from being crawled and found organically which would lead to an inaccurate number of form submissions.

Method Two: How to track form submissions using Google Tag Manager

You’ll have noticed in the above guide that you could also set up an ‘event’ goal in Google Analytics. These can be created by editing code on your site. But, if you don’t feel confident doing that, you can sidetrack coding by using Google Tag Manager.

Let’s get started.

Setting up a code to track a form submission in GTM isn’t as tricky as it sounds. If you’re using a ‘contact us’ form that uses a ‘submit’ button, then you can use the forms trigger.

Step One

First thing’s first, create the form trigger. Click the pencil to edit the trigger type and choose ‘form submission’.

Step Two

Configure the trigger to ‘wait for tags’ and ‘check validation’. Enabling the first option will help make sure that your tracking tags have enough time to fire before the form submission completes. The validation check simply prevents your tags from firing on invalid submit entries.

Step Three

Enable the trigger on the page that contains the form. If you wish to enable the trigger on all pages, you can change ‘contains’ to ‘matches’ and add .* which will signal to search the whole site.

Step Four

Create a Google Analytics tag and set it to fire on the form trigger you created in the previous step. Here’s an example of a GA event tag, using the built-in {{Form ID}} variable to identify the form (Form ID would need to be enabled from the Variables screen and your <form> element must have an “id” attribute):

Step Five

Test your configuration with GTM’s Preview mode. You should see a “gtm.formSubmit” event when you submit the form, and your GA tag should fire on this event. (If the form sends you to another page, you may have a split second to see the formSubmit confirmation.)



Method 3: Track form submissions and full customer journeys using Ruler Analytics

Ok, so we know how to count the number of leads. But what does that actually tell you?

If you’re looking to work out your revenue, then very little.

But there is a way to connect one form submission to an entire customer journey. The only way to accurately do this is via marketing attribution.

By using a marketing attribution tool like Ruler, you can track every form submission and when that lead closes, you can see their revenue attributed back to the marketing channels and campaigns that influenced that form lead.

👉 Book a demo now to see the data in action

Step One

Ruler’s tracking code takes a few minutes to integrate on to your website. From there, it’ll track each and every lead plus every touchpoint. You can trach every single form submission and begin to understand which channels are working hard to drive new leads.

Step Two

Form tracking with Ruler Analytics is easy. Once the integration is complete, you can view the forms conversion report direct in the dashboard.

Here, you’ll be able to see how many new form leads you’ve received in a particular timeframe, and even better, the form submission will be attributed to the channels and campaigns that influenced it.

how to track form submissions

Step Three

Even better, Ruler will push your form submission data into your favourite marketing apps. That includes Google Analytics, ad tools including Facebook, Microsoft, and Google. In fact, there are thousands of apps you can integrate with.

Pro Tip 🚀
Want to learn more about Ruler Analytics and how it all works? Download our eBook on closed-loop marketing to find out how to link your closed revenue in sales back to your marketing.

Since you’re connecting your revenue and marketing data, it leaves you with more insight into which form fills are actually leading to sales. So not only do you get oversight of your lead volume, but you’ll also be able to view your lead quality too. 

Here’s how Ruler works

Marketing teams work hard to get people on the website to create new leads. But what happens after that? Most likely, they’re tossed over the fence to the sales team and neither gets the detail they need on that lead.

What if, instead of your sales and marketing team working in silo, they joined forces?

Related: Tips to achieving sales and marketing alignment

Ruler Analytics allows you to track your form submissions, in real time, and pass the data over to your CRM. Once a sale is made, Ruler attributes that sale to the marketing channel it came from.

This means you can see where customers who completed a form submissions are coming from, as opposed to just leads. Then, you can optimise your marketing outputs and budgets!

lead source marketing - closed loop framework - www.ruleranaytics.com

With Ruler, you can:

👉 Book a demo now to see the data in action

Track form submissions and more with Ruler 

Now you know how to track form fills from your website. And, even better, with Ruler in place, you can go beyond lead volume. 

With a marketing attribution tool in place, you can track leads through their full customer journey and attribute any closed revenue back to the influencing marketing channels, campaigns and ads.

You won’t just be able to track your form fills, you’ll be able to automatically track calls, live chat and place them as part of full customer journeys. 

Learn more about tracking full customer journeys with Ruler, or book a demo with our team to see the data in action.