Tracking and UTMs
WhatsApp conversions in Google Ads: count chats, not taps
Form tracking
The best damn form tracking software you’ve never tried
Five minutes. One line of code, then every form tells you who filled it in and what brought them.
5-minute install · no credit card · works with any form tool
Every submission, in full
A form fill is a person, not a number in a chart.
Other form trackers count submissions. This one names them, and tells you what sold them.
- Name, email, phone, company, and every field they filled.
- The channel that actually sent them, instead of “Direct” or “Web.”
- Each page they opened before the form, in the order they opened it.
- The exact form and page, if your site has several.
Where this submission came from
- Source
- Google Ads · managed-it-sydney
- First landed
- /managed-it
- Read before
- /pricing
- Submitted on
- /contact
the bit your form tool throws away.
Every form you already have
Any form builder. One line of tracking.
The script lives in the page header, so it sees every form the page renders, whatever made it. No per-form install and nothing to rebuild. A form you add next year is covered the day it goes live.
Form builders collect answers. Yours knows what got typed in. It has no idea the person clicked a paid ad three weeks ago, read two service pages, went quiet, then came back through a bookmark. Lead Source records that half and staples it to the submission.
WordPress form plugins
Form builders
Funnel and landing page tools
The exception is a form served from someone else’s domain inside an iframe. Browsers keep page scripts out of those, so the source travels in on the embed URL. LeadConnector and Google Forms both work that way. Using something not listed here? Ask, and you will get a straight answer.
Running something not on this list? It still works. See all integrations
Where it lands
Send it wherever you already work.
Tracking the form is one job. Getting the result somewhere useful is the other. Every lead lands in Lead Source named, with its source attached, and Zapier carries it into whatever you already run.
- Every lead named, with its real source, in the Lead Source dashboard.
- Zapier delivers it onward, which covers most things.
- Or send it by webhook to your own endpoint and wire the rest yourself.
- Running without a CRM? The dashboard does the job by itself, as it always has.
This lead was sent to
ZapierSentEmail notificationSent
WebhookSent
same lead. same source. wherever you need it.
Where your leads land
Pipedrive
HubSpot
Salesforce
Close
Keap
Eloqua
Zoho CRM
Monday
ActiveCampaign
Mailchimp
Airtable
Slack
Google Sheets
AgencyZoom
Lead Source is on Zapier, so anything Zapier reaches, this reaches.
Not on the list? If it is on Zapier, it works. See all integrations
Five minutes, start to finish
Paste one line. Then stop guessing.
01
Paste the script
It goes in the site header once, and every page carries it from there.
02
Submit a test lead
Fill in one of your forms yourself. Within seconds it shows up under your name, with the source you came from.
03
That is it
Every form on the site is covered now, and so is any form you add after today.
Form tracking vs Google Analytics
Analytics counts the form fill. It cannot tell you who filled it.
Analytics fires an event when someone submits. Fine for counting. It cannot tell you which submission belongs to which person, because it was never built to hold personal data. You get “12 form submissions from paid search” and no way back to the twelve people.
| Google Analytics | Lead Source | |
|---|---|---|
| Counts submissions | Yes | Yes |
| Tells you who submitted | No | Yes |
| Source on the individual record | No | Yes |
| Pages read before the form | Sampled sessions | Full journey, per person |
| Survives blocked cookies | No | Yes |
| Sends the source into your CRM | No | Yes |
Run both. Analytics for traffic shape, Lead Source for the people. See the full comparison.
What you do with it
Feed what fills the form. Kill what doesn’t.
When every submission carries its source, the report writes itself. This channel produced eighteen enquiries. That one produced nothing, and has produced nothing for ninety days. Now you know what to cut.
Where your form submissions came from
Google Ads22
Organic14
Direct8
LinkedIn6
Four failure modes
Why the tracking usually breaks
Four failure modes account for nearly all of it.
The session was not carried over. The parameters sat on the landing page, the visitor clicked through to a second page, and nothing brought the value along. Test it yourself: land with parameters, click through two pages, then submit.
The field is there and empty. A hidden field got added, but the piece that fills it never did, so every submission sends a blank. It reads like a tracking gap. It is a setup gap.
The value is raw, not resolved. You end up with three spellings of Google and no report groups them.
The field arrived after the send action. It was added once the integration was already built, so the form has it and the payload does not. Look at what gets sent, not at what the builder displays.
Into the CRM
Form tracking and your CRM
Your CRM has a Lead Source field. Odds are it is blank, or filled with values nobody would bet on.
The reason is where it gets filled. If a person fills it at data entry, it depends on them knowing something they have no way of knowing. The lead does not remember which ad they clicked. The salesperson was not there.
Form tracking fills it at the moment of submission. That is the only time anyone knows the answer.
No forms yet?
Form tracking is for forms you already have. Need the forms themselves? We build those too, tracking included. Starting from a blank page? Free form templates cover most industries.
Common questions
Questions, answered.
What is form tracking?
Form tracking records what happened around a submission, not just the submission itself: which marketing source produced the visitor, which pages they read, and which form they finally filled in. Counting submissions tells you how many. Form tracking tells you where they came from and who they are. the four ways to track forms
What is form tracking software?
Form tracking software attaches source and journey data to every form submission on your website and delivers it along with the submission. Lead Source does it with one line of code and works with any form builder. The trade calls it a form tracker, a form tracking system or form tracking software, depending on who is selling. It is one thing.
What is the difference between a form tracker and analytics?
The unit each one records. A form tracker keeps one record per submission: this named person, from this source, filled in this form after reading these three pages. Analytics keeps sessions, and sessions add up to totals rather than to people.
Do I have to change my forms?
No. There are no hidden fields to add and nothing to configure form by form, and your builder stays untouched. The script in the page header picks up every form it finds, new ones included.
Which form builders does it work with?
All of them, because the script reads the page and never goes inside the form. On WordPress: Divi, Elementor, Fluent Forms, Formidable Forms, Forminator, Gravity Forms, Ninja Forms, WPForms and Contact Form 7. As standalone builders: Cognito Forms, Fillout, Formsite, Formstack, Jotform, Paperform, Tally, Typeform, Wufoo and Zoho Forms. Site builders with their own forms: Carrd, Duda, Framer, Ghost, Shopify, Squarespace, Webflow and Wix. For funnels: ClickFunnels, GoHighLevel, Instapage, Kajabi, Leadpages and Unbounce.
Can you track Google Forms?
Yes, though not the way every other form works. Google Forms is hosted on Google’s own domain, so no script on your site can write into it. The source has to reach the form on its URL instead, via a redirect page, or you replace the Google Form with a Lead Source form and it is tracked directly. The three routes and their limits.
What about a form embedded in an iframe?
Browsers stop any page script from reaching into a form served from another domain, whoever wrote the script. The workaround is to hand the values over on the embed URL before the iframe loads. The LeadConnector setup works exactly that way.
Can Google Analytics track form submissions?
It records them as events, which gives you a count. Tying a submission to a named person, or writing its source onto their record, is off the table, because Analytics keeps personal data out by design. Let it count. Let form tracking name.
What happens if someone blocks cookies or refuses consent?
The source still arrives. No cookies are set and nothing is written to the browser: the source is captured server-side as the form is submitted, so an ad-blocker, a refused consent banner or a stripped UTM comes too late to matter. A visit with no usable signal at all is logged as Unknown, never guessed.
Where does the data go?
Into the Lead Source dashboard first, then wherever you point it: your CRM, an email notification, or any tool Zapier connects to. No CRM is fine. The dashboard stands on its own.
How long does setup take?
About five minutes. One script tag, then fill in your own form and watch it arrive with the source attached. Not sure what you have today? check what is tracking your forms right now.
Go find out what actually fills in your forms.
Each submission, from every form you run, with the source that produced it.
Start free5-minute install · no card