how to track your form conversion source

How to Track Your Form Conversion Source in Google Analytics

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 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.

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This can be even more tedious if you place lead generation forms 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 messing with code and manual goal setup.


All you need to do is install and activate the MonsterInsights Forms addon. It just works out of the box with any contact form plugin without any configuration on your Analytics account.

After you installed the MonsterInsights plugin and connected it with Google Analytics, go to Insights » Addons and click Install under the Forms addon.

Install MonsterInsights 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.

form conversion tracking

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.

track form conversion sources in GA

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.

event action track form conversion sources

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.

event label track form conversion sources

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.

source medium lead source tracking

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.

source medium report

You can go one step further here and further breakdown your data using an 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.

advance search form conversion source tracking

The filter will now only display referral sources for your completed forms. You can do the same for other sources and use an advanced filter for diving deep into your form conversion sources.

Tracking Form Conversion Source in WPForms

Another way of tracking your form conversion sources is by using WPForms. Its User Journey Addon records the path a visitor takes before submitting a form on your website.

To start, you’ll need to install and activate the addon from WPForms. But do note that you’ll need its Pro or higher plan to access the addon and view the reports.

Go to WPForms from your WordPress admin area and then click Addons. Now navigate to User Journey Addon and click Install Addon.

user journey addon wpforms

Once the addon is active, go to WPForms » Entries and then select the form you want to see the user journey.

select form entry

After that, you’ll see a list of entries for your form. Click the View button for any user and see the journey they took before submitting the form.

click the view button

Next, scroll down to User Journey and view the steps a visitor took on your website. The report shows which pages a user viewed, its date, time, and duration.

And if you click the info icon, WPForms will show the URL parameter of the page a visitor used. You can even open that page by clicking the Open Window in a New Tab icon.

UTM parameter

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

By setting up lead source tracking of your forms, you can create opportunities to partner with other websites. For instance, if a referral site sends you visitors that complete your contact form, 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 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.

Don’t forget to follow us on Twitter and Facebook for more Google Analytics tutorials.

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