3 Easy Ways to Track Form Submissions

Laura Caveney
24th May 2021
Inbound Marketing

Form submissions are a key conversion point for marketers to track. For those of you stuck on how to track lead volume via form fills, this blog will show you how to better track your form submissions and get more insight into your lead journeys.

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

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 recent survey of over 200 businesses found that 84% of marketers use forms as a conversion tool. But, 36% of those struggled to track them.

Editor’s Note: Want more interesting stats into marketing challenges around reporting and attribution? Download the full report here.

In this blog, you’ll learn:


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.



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.

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.


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.


Editor’s Note: Want to learn more about Ruler Analytics and how it works? Download our eBook on closed-loop marketing attribution to find out how you can link your closed revenue back to your marketing.


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?

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:


Wrapping Up

So, now you know how to track form submissions that occur on your website. And, even better, you know that you can go beyond lead volume.

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

Get started with Ruler by booking a demo with our team. We’ll show you how you can get more insight out of your marketing and get more from your data. Book a demo to start tracking form submissions and so much more.

Book a demo Ruler Analytics