Track Form Conversion Sources

Track Form Conversion Sources

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Track Form Conversion Source in Google Analytics

Ever receive a letter with no return address?  You pick up this white envelope and you think Hmm…  I wonder who sent this?  What about the source of those who completed a form on your website?  There is enormous value when we discover the source of our lead generation campaign results.  Truly, it is important and valuable to know where these leads come from.  When we track form conversion source in Google Analytics we gain insight into which marketing campaigns or referral websites drove the most leads.  Awesome information right!?

Let’s get started… Today, we will show you how to track your form conversion source in Google Analytics.  You will see that MonsterInsights makes this set up so much easier than one might think.

Tracking Form Conversion Source in Google Analytics

As we know, every time one publishes a lead generation form, we need to configure an objective on our Google Analytics account then place an extra tracking code on our website.

Now consider how even more tedious it is if you have lead generation forms on different pages and sites.  Yes, that could be a monumental task.

We want to show you a more excellent way.  We believe the easiest way to set up form conversion tracking in Google Analytics is by using MonsterInsights.  Did you know that MonsterInsights will automatically track all your form conversions as events without messing with code and manual objective setup.



Step one: Simply install and activate the MonsterInsights Forms addon.  This is like a Christmas toy with batteries already installed.  Seriously, this works out of the box.  Trust us, this will work with your favorite contact form plugin without any configuration on your Google Analytics account.

Step 2: Once you installed the MonsterInsights plugin and have connected it your Google Analytics just do the following:

Insights » Addons
Then click Install under the Forms addon as pictured below.


Track Form Conversion Sources


Step 3: Now that the plugin is installed, the button will change to say Activate.  Click the Activate button to ensure the addon is active and yes, you are ready to go.

Track Form Conversion Sources

Now MonsterInsights takes over and will automatically record data of your forms and display them in its report.  Yes, it even creates a report for you.  Want to view your report?  No problem, you can view the report by doing the following:


Insights » Reports » Forms. 

The information you receive for each form are:

  • Impressions
  • Conversions
  • Conversion rate

Track Form Conversion Sources


We have a great resource here for you.  Want more detailed guide on tracking your form conversions?  Check out: How to track your form conversion in Analytics.

Lead Source Tracking in Google Analytics

Okay so conversion tracking in Google Analytics is ready.  Now, you might want to see which source drove the most leads to your site – This is key right!  Yes, absolutely.

Now MonsterInsights shows you how your forms are performing.  You will also see which one converts the best.  Next what about knowing where your leads come from?  For this we need to go to your Google Analytics account.

First log in to your Google Analytics, select the following from the menu on your left:

Behavior » Events » Top Events

Here you can see your forms as an event category.  Click on Form.


Track Form Conversion Sources


Okay. Now you’ll see the Event Action section as well as the total impressions and conversions.  Because we want to view the source of people that have completed the form, next click on conversions.


Track Form Conversion Sources


There you go, now you will see all the forms that were submitted by visitors.  Next, click on the form that you’re interested in finding the source of it.  As an example, choose your contact form, estimate form, or another lead generation form.  Seriously easy, right?


Track Form Conversion Sources


Next, you will need to use the secondary dimension.

Click the Secondary dimension dropdown menu.  Next, select Source / Medium.  This option is available under Acquisition.  As an alternate option, you can also type source/medium in the search bar.


Track Form Conversion Sources


Selecting these options will show you all the sources where visitors came from.  And of course, this will also show from what sites your completed forms came from.  As an example, with MonsterInsights, you can see people arriving from search engines under google / organic.


Track Form Conversion Sources


But wait!  Here you can have an even further breakdown of your data by using the advanced filter.  Check out Referrals.  When you’re interested in what traffic other websites send you referrals has the answers.

Something else the Advanced Filter can do for you is narrow down the data to show you only Referrals as a source. Go here:

Include » Source / Medium » Containing

Now enter Referral in the last field.  Now that you’ve entered these details, click Apply.


Track Form Conversion Sources


There you have it. Now the filter will now only display referral sources for your completed forms.  Want the same for other sources?  Easy, use an advanced filter for a deep dive into the form conversion sources.


Track Form Conversion Sources


Tracking Form Conversion Source in WPForms

If you would like another way of tracking your form conversion sources you can use WPForms.  Have a look at the User Journey Addon.  This is really cool and actually records the path your visitor take prior to submitting a form on your site.

To get to started, you need to install and activate this addon from WPForms.  You must have Pro or higher plan to access this addon and view the reports – totally worth it in our opinion.

Once you are at your WordPress admin area head over to WPForms and now click Addons.  Next, just navigate over to User Journey Addon and click Install Addon.


Track Form Conversion Sources

When you have this add-on activated you will need to head over to Entries

WPForms » Entries 

Now select the form you want to see the user journey.  Have a look at the screen shot for the Entries screen.


Track Form Conversion Sources


Then, just like “magic!” – or that delightful Christmas gift – you will see a list of entries for your form – so cool!  Next, click the View button for any user and now their journey prior to submitting the form is shown.


Track Form Conversion Sources


A little farther down the page you will see User Journey and you can see the steps your visitor took on while on your website.  The very helpful report shows which pages a user viewed.  This report will even give you the date, time, and duration.

Now, when you click the Info icon, WPForms can display the URL parameter of the page each visitor used.  To make it easy you can open this page by clicking the Open Window in a New Tab icon.   MonsterInsights is helping with some seriously deep digging here.


Track Form Conversion Sources


Okay. Are you thinking what I am thinking?  Yep, how can we use and profit with this data?  Here is the answer to that…

How We Use the Data from Form Conversion Source Tracking

We sell and we market, and we want to bring in traffic and conversions.  As we have seen above we can do this by Lead source tracking.

Maybe you measure success by counting the number of forms filled in or the leads generated?  In this case tracking the sources of form conversion is key of what to focus on and what to spend our time and money on.  This information shows us where to place our focus – what to add to, and what is not producing for us.  We really have a road map of how your prospect arrives at your form and where they were when they filled out the form.

Something else to consider – Synergy!

Find New Partnership Opportunities

When we create lead source tracking from our forms, we have an excellent opportunity to create opportunities to partner with other sites.  This makes perfect sense.  Here is an example, so a referral site sends you visitors that complete a contact form, so now you know who you can create an agreement to generate more traffic and conversions.

Here is another idea: You could create an affiliate partnership and you could promote the other site’s tools and services when a customer completes one of your forms.  For that you can use a coupon popup and we have an article about that at 5AM Podcast.  Great synergy leads to great results.

Best Channels Best Results

One last benefit to discuss is that we discover the best channels to promote our campaigns.

You are getting a new campaign ready to go and you buy ads on Facebook, the Instagrams, and Twitter.  Now we can track what source was most effective in driving traffic.  This means perhaps we need to improve our presence on the low returning site and maybe increase our ad budget on the most effective site.

With lead source tracking we can identify our most profitable channel to promote our future campaigns.  Results matter and lead tracking shows us those results.

There you have it friends.  We hope this guide will help you understand not only how to track your form conversion source in Google Analytics but also how to apply this new valuable information.

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