Form Tracking – Strategies and Tools for 2022

Published by Yash Chawlani on

Forms have been an effective tool for businesses for a long time. They do one thing really well which is they collect information, usually about prospects and customers. Handling and storing these vital sets of information is very easy and convenient using forms. Forms are so good at this, even with the transition from paper to digital, the formats have remained the same.


With forms being the gateway to a lead entering your funnel, it has become increasingly important to use available data and technology to properly track and understand customers.



What is Form Tracking?

Form tracking is a strategy used to track the activities of visitors who fill up and submit a form on your website. It helps you understand where your users originated from and what they did before and after the form submission. Essentially forms become a part of your website visitor tracking setup to reveal the entire customer journey.



Why Should You Track Forms?

You can learn a lot about the lead by tracking forms and this is crucial for both sales and marketing functionalities. It tracks the entire customer journey right from their first visit to their last and attributes key touchpoints to individual form submissions. Let’s take an example where you have no form tracking setup on your website. You have a lead generation form on your homepage. This form gets filled out by a lead. What’s next? It gets passed on your sales reps and the lead has provided you some information on your forms. How do you know where they came from? Surely you can ask them the question on your form but the more questions you ask, the less likely they are to follow through with the submission. How does Marketing attribute the lead to different marketing touchpoints? How will they understand which campaigns are actually bringing the leads? How does Sales get insights on the behavior and intent of the lead? How do they know if the lead is cold or hot or if they have checked out specific products or features?


All of these questions are answered with form tracking.



Benefits of Form Tracking

The benefits of form tracking are multi-faceted. Let’s check these out:


Complete Customer Journey Tracking

Many might think that the tracking efforts begin when a visitor submits the lead generation form. However, that is not the case. The customer journey starts from the very first visit. And, tracking the before and after of a form submission is crucial to understanding the entire journey of the customer. They might have seen your ad on Facebook and come to your website and left. And, came back two days later and checked out more pages and signed up. In 30 days, this B2B lead turns into a customer. If you are correctly tracking your forms (with a tool like Salespanel :D), the entire customer journey will be tracked.


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You will have data about their interactions with various touchpoints before they submit the form. This data can prove crucial for both sales and teams as we had discussed earlier.


Moreover, having a view of the big picture is advantageous to any business. You can use this understanding to identify various areas of improvement and act on them.



Sync Data Directly to Your CRM

Forms make it incredibly easy to collect information. This information can be seamlessly extracted from the forms for various intents and purposes.


Here comes a capability that translates into gains made in time and resources saved. You can completely automate the process of syncing the data collected by forms with your CRM. This is relatively easy to execute. You can either capture and sync leads and their data directly to your CRM or sync only qualified leads (doable with the right tools!).



Sales Funnel Performance Monitoring

Form tracking, in essence, tracks leads through the various stages of their customer journey. So technically, you have a complete view of your funnel thanks to your form tracking setup.


This will enable you to monitor the overall performance of your sales funnel. You will also be able to identify underperforming stages and elements and optimize those with ease and boost performance.


You will also be able to generate a lot of insights. Having a complete view of the entire sales funnel and the complete customer journey of users is beneficial. You can identify behavioral patterns, slippages, stages that induce hesitations, etc., and fix them.



Campaign Performance Monitoring

Monitoring and optimizing the performance of lead generation campaigns is a tedious task. Sometimes there are multiple lead generation campaigns running in parallel for different verticals. Thus, monitoring their output becomes a nightmare.


Form Tracking resolves this issue completely. You can add filtering options in forms such as “How did you hear about us?” or use a form tracking solution (again, Salespanel) that automatically tracks where the submitter came from. Referrer data, UTM sources, and advertising IDs can all be tracked!


This allows you to effectively monitor the performance of each lead generation campaign in real-time. Moreover, form tracking also makes it possible to assess the quality of leads being generated based on the information provided by the user.



Marketing Attribution

Marketing attribution is a powerful tool for any organization. The ability to measure the contribution of each marketing touchpoint and element in conversion is empowering.


With form tracking, you’re able to map and track the entire customer journey of users. You can even ask them questions that can increase the level of accuracy of the marketing attribution you conduct.


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As your entire tracking process revolves around forms, it is easy to extract and analyze data. Thus, compared to traditional marketing attribution setups, you will find it easier to conduct attributions with form tracking.



Seamless Analytics and Reporting

If your firm has been leveraging data and analytics, you must already know how difficult it gets at times to utilize vast databases. Most of the time, getting the required information out of everything available becomes quite a task.


You might have an analytical solution already in place (Google Analytics?). But, are you able to attribute the data to individual leads? If you don’t, how can you answer questions like —

  • What is the percentage of visitors from SEO that sign up?
  • How many leads are signing up from each campaign?
  • What are the top performing campaigns in terms of qualified leads?
  • What are the most viewed landing pages by leads who sign up?
  • And, many more…


Once your analytical engine connects to your forms, it becomes much easier to track and report on your leads and answer all the questions presented above.



Getting Started with Form Tracking Without Integrations

We will use this section to introduce you to Salespanel’s form tracking capabilities. If you choose to use another product, it should also work in a similar fashion.


Salespanel starts tracking your forms and live chat out of the box, as soon as you install it on your website. No integrations are needed. So, if you are using Hubspot for forms and Intercom for live chat, you don’t need to work with two separate integrations and also figure out the tracking.


The tool tracks your leads in real-time both before and after the sign-up and aggregates all of the first-party customer journey data. It can also help you use the data to score leads or send them to any CRM of your choice.


The best part? All of this is done while complying with GDPR. If you want more information, please ping us through live chat on our website.





Final Word

Form tracking is a seamless approach to integrating and running multiple business operations in a consolidated manner. It reduces the hassle of running different processes and integrating their data and insights. With a form tracking setup in place, your lead generation connects to the entire sales and marketing process and powers the operation.


Sell more, understand your customers’ journey for free!

Sales and Marketing teams spend millions of dollars to bring visitors to your website. But do you track your customer’s journey? Do you know who buys and why?

Around 8% of your website traffic will sign up on your lead forms. What happens to the other 92% of your traffic? Can you identify your visiting accounts? Can you engage and retarget your qualified visitors even if they are not identified?

Start using Salespanel for FREE today

Categories: Marketing

Yash Chawlani

Yash Chawlani is a Freelance Content Marketing Strategist who is known by his personal brand Merlin. He specializes in SEO and Social Media and helps B2B and SaaS companies out there with his top-notch content strategies. In his spare time, you can either find him in the gym or on the football field.

Nilangan Ray, Marketing Head Nilangan from Salespanel

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