While Leadformly has its own inbuilt form reporting suite for analysing your form’s performance, you may want to record your form conversions in Google Analytics to find out which campaigns are driving your form conversions. This step-by-step guide will show you how.

There are two different ways that you can track your Leadformly form submissions in Google Analytics. You can either use goals (recommended) or events. First of all, let’s take a look at how to do this with goals.

Option 1: Tracking form submissions as goals in Google Analytics (Recommended)

We recommend tracking form submissions as goals in Google Analytics for a number of reasons. First of all, goals provide more in-depth reports on useful metrics like your conversion rates and where your form conversions are coming from.

Setting up goals also requires no coding experience whatsoever. Event tracking, on the other hand, will most likely require some changes being made to your form’s HTML.

How do you setup Goal tracking?
First of all, go to Google Analytics, login, and click the ‘admin’ link at the top of the page. If you don’t have admin access you will need to request this from one of your colleagues (or ask them to create your goal). In the ‘view’ list on the right-hand side, click where it says ‘goals’.

Create a new goal by clicking on the red button that says + NEW GOAL. Scroll down to select the ‘contact us’ template. Click continue.

On step 2, give your goal a name like ‘Leadformly conversion’ then click the blue continue button.

On step 3, you just need to update the destination field with the URL path of your thank-you page (the URL that people are redirected to after they’ve submitted your Leadformly form).

  • When building your form in Leadformly, you have the option of a 'Display a thank you message' and 'Redirect to URL', you must choose 'Redirect to URL' for this to work.

  • Remember to only include the final part of the URL from the first ‘/’. If your thank-you page URL is www.example.com/thankyou you should just enter /thankyou in the destination field as shown in the screenshot below.

Optional: Set up a funnel

It’s important that the only way someone can get to your destination URL is via your Leadformly form. If there are multiple ways in which people can get to your destination URL (e.g. you have multiple forms all using the same thank-you page), you may want to use the ‘funnel’ feature to set a path that people must go through in order for your goal to be fired. By setting a step in the funnel to ‘required’ your goal will only be fired if someone visited that page before reaching your destination URL.

In the example below, our goal would only be fired if someone reaches our thank-you page after visiting a landing page with the URL ‘www.example.com/my-service’.

Once you’ve completed step 3, hit save – and you’re done! Your goal will now fire whenever someone visits your destination URL. To see how your goal is performing, go to the reporting section and click ‘Conversions > Goals > Overview’ in the left-hand menu. You should see a report like the one displayed below.

To see your Leadformly conversions, click the drop-down menu that says ‘All goals’ and then choose the Leadformly goal you created earlier. Now you can see your form’s conversion rate, where your leads are coming from, and much more using the various segments and filters in Google Analytics.

Option 2: Tracking form submissions as events

Note: Setting up event tracking does require making changes to your code. Only do this if you know what you’re doing – or have someone technical sitting nearby!

There are a few instances where it might make more sense to track Leadformly conversions as events in Google Analytics. For example, you may have used up all of your goals in Google Analytics (there’s a limit of 20 goals per view), or perhaps you are sending people to a destination URL that’s not on your website preventing you from firing a goal when someone lands on a specific URL. In these instances, we can track conversions by firing an event when someone clicks your Leadformly form’s call to action button.

To setup event tracking, you’ll first need to embed your Leadformly form onto your website using the raw embed code.

Once you’ve done this, you’ll need to create a small snippet of code to add to your submit button that tells Google Analytics to fire an event when the button is clicked. If you’re familiar with event tracking and know what event category & action you want to use, you can go to this tool to generate your code.

If you’re not familiar with event tracking, copy the following snippet of code (command+C on MAC or CNTRL+C on PC).

onClick="ga('send', 'event', { eventCategory: 'lead-capture-form', eventAction: 'submits-form', eventLabel: 'leadformly'});"

Now, in your site admin section or landing page builder, go to edit the page where you embedded your Leadformly form. You should be able to see your Leadformly embed code like this:

Next, you’ll need to find your call to action. The easiest way to do this is by searching for the text in your call to action – below I’ve searched for ‘Get my instant quote’ which has highlighted where my button is.

Paste your event tracking code (the code you copied above) in between where it says ‘button’ and ‘type’ as shown below.

Once you’ve done this, save your page and check that your form still works properly. To test that your event tracking is working, submit your form and then go to Google Analytics’ real-time report (click ‘Real-time in the left-hand menu, then ‘Events’).

If you can see your event category and event action appear on this page, your event tracking is working.

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