Do you want to know the source of people who completed a form on your website? To find the value of your lead generation campaigns, it’s important to know where you’re coming from.
By setting up lead source tracking on your site, you gain insight into which marketing campaigns or referral websites drove the most number of leads.
In this article, we’ll show you how to track your form conversion source in Google Analytics. Let’s begin…
Tracking Form Conversion Source in Google Analytics
Tracking form conversions can be tedious and time-consuming. Every time you publish a lead generation form, you’ll need to configure a goal on your Google Analytics account and place an extra tracking code on your website.
This can be even more tedious if you place lead generation forms on all over your sites in different locations.
But the easiest way to set up form conversion tracking in Google Analytics is by using MonsterInsights. It will automatically track all your form conversions as events, without having you to mess with code and manual goal setup.
All you need to do is to install and activate the MonsterInsights Forms addon, and it just works out of the box with any contact form plugin without any configuration on your Analytics account.
After you installed MonsterInsights plugin and connected it with Google Analytics, go to Insights » Addons and click Install under the Forms addon.
Once the plugin is installed, the button will change to say Activate. Go ahead and click the Activate button to make sure the addon is active and ready to use.
MonsterInsights will now automatically record data of your forms and display them in its report. You can view the report by going to Insights » Reports » Forms.
For each form, you can view its impressions, conversions, and conversion rate.
For a more detailed guide on tracking your form conversions, read how to track your form conversion in Analytics.
Lead Source Tracking in Google Analytics
Now that you’ve set up form conversion tracking in Google Analytics, you might want to see which source drove the most leads to your site.
While MonsterInsights shows you how your forms are performing, and which one converts the best. To find out where your leads come from, you’ll have to go to your Google Analytics account.
Once you’ve logged in, select Behavior » Events » Top Events from the menu on your left. Here you can see your forms as an event category. Click on Form.
Next, you’ll see Event Action and the total impressions and conversions. Since we want to view the source of people that have completed the form, click on conversions.
You’ll now see all the forms that were submitted by visitors. Now click on the form that you’re interested in finding its source. This could be your contact form, quotation form, or any lead generation form.
Once you’ve selected a form, the next thing to do is use the secondary dimension.
You can do that by clicking on the Secondary dimension dropdown menu and then select Source / Medium. The option is available under Acquisition, but you can also type source/medium in the search bar.
What this will do is show you all the sources where visitors came from and completed your form. For instance, you can see people arriving from search engines under google / organic.
You can go one step further here and further breakdown your data using advanced filter. Let’s say you’re interested in traffic that other websites send you, in this case, referrals.
Using the advanced filter, you can narrow down the data to show you only referrals as a source. To do that, click on advance next to the search bar.
Now select Include » Source / Medium » Containing and then enter referral in the last field. Once you’ve entered these details, click Apply.
The filter will now only display referral sources for your completed forms. You can do the same for other sources and use advanced filter to dive deep into your form conversion sources.
Now, you might be wondering, how can you use this data? Let’s find out…
How to Use the Data from Form Conversion Source Tracking
As a marketer, you’d want to bring in a lot of traffic and conversions. One way of doing that is by lead source tracking.
And if you’re an agency that measures success by counting the number of forms filled or leads generated, then it’s more important than ever to track form conversion sources.
Here’s what you can do by identifying your form conversion sources.
Find New Partnership Opportunities
With setting up lead source tracking of your forms, you can create opportunities to partner with other websites. For instance, if a referral site is sending you visitors that complete your contact form, then you can strike a deal to generate more traffic.
Or you can form an affiliate partnership and promote their tools and services upon form completion. That way you can make more money.
Identify Best Channels to Promote Your Campaigns
Another benefit of tracking the lead source is that you find the best channels to promote your campaigns.
Let’s say that you want to promote your campaigns on Facebook, Twitter, and through a banner ad, and also want to track which marketing channel drives the most form submissions.
The best way to figure it out is by setting up lead source tracking on your site. Once you identified your most profitable channel to promote your campaigns, you can use your marketing budget accordingly to yield the best results.
And that’s it!
We hope this guide helped you understand how to track your form conversion source in Google Analytics.
You can even use MonsterInsights’ URL builder to track your offline marketing campaigns in Google Analytics.