Form Tracking

Form tracking associates first-party customer data with website visitors and attributes future purchases to the customer’s original marketing source.

An essential implementation of form tracking captures the customer source—such as UTM parameters, organic search engines, and landing pages—alongside lead details. Better solutions, like the one offered by Able CDP, go further by recording paid click identifiers, attributing future conversions to the original source, and sending this data to ad platforms.

This is especially important in multiple-stage funnels, and recurring sales, as well as for capturing customer details on the landing page for cookieless tracking. Once a website visitor enters a phone or an email, it is immediately linked with the third-party visitor identifiers such as Google Analytics Client Id, Meta (Facebook) Browser and Click Ids, Google Ads Click Id and its IOS 14+ tracking ids.

Additional Form Tracking Capabilities

Able Customer Data Platform form tracking integrates with ad platforms' and analytics services' APIs to send attributed conversions there. This is especially valuable for integrations such as Facebook Conversions API and Google Ads API with Customer Match. In Meta (Facebook) Conversions API, combining website visitor with first-party customer data in a single event allows to attribute more conversions to the ad sources, compared with sending a conversion event from a tracking pixel and to the API integration.

All future events, such as purchases, are also attributed to the same customer, along with the original customer source and click identifiers recorded earlier through the lead or sign-up form. These details are retrieved server-side directly from payment providers (such as Stripe and Chargebee), e-commerce platforms, or other back-office software.

Able integrates with CRMs such as Salesforce and Scoro, as well as marketing automation platforms like ActiveCampaign to send tracked form submissions with the attribution source and landing page URL as custom fields. This eliminates a need for a separate integration with the CRM and allows you to see sources of the leads in the CRM. Raw form tracking data are available in BigQuery for custom reporting.

How to Set Up HTML Form Tracking

Most websites render HTML forms on server. This includes tracking form such as implemented by:

• WordPress form plugins,
• Webflow forms,
• Clickfunnels lead forms,
• Shopify contact forms,

and by the vast majority of other CMSs.

Setting up form tracking for such website forms with Able CDP is trivial. Able uses an automated process for setting up tracking of such forms. Our AI learns what forms are used on the page and recognizes customer data fields such as emails and phones, as well as other supported fields.

To set up HTML form tracking:

1. Open Get Code section in the Able Dashboard.
2. Add page URL and check that the forms are recognized. If a form is used on multiple pages, only a single needs to be added.
3. Generate tracking code and install it on the website.

This is all that's required to get started in most of the cases. Once set up, Able immediately starts recording sources of website visitors and completed form leads, displaying them on Customers tab.

How to Track Form Widgets

Widget Form Tracking tracks third-party forms that are rendered dynamically. A typical example includes 'lead magnet' form pop-ups, call booking widgets, etc.

One significant challenge when tracking third-party forms is that many form widgets (such as Calendly) withhold tracked customer details from the web page’s tracking code, making them accessible only via a server-side API call. While this may not prevent tracking the form submission itself in Google Analytics, performing more advanced tasks—such as attributing future conversions to the form or sending hashed email and phone data to ad platforms as enhanced match parameters—would be impossible without a server-side integration.

Able CDP simplifies the tracking of form widgets by automatically detecting and generating tracking code for the form widgets used on a website. For form widgets that require it to retrieve customer details, server-side integration is available.

Usually we determine what widget forms are used by the website automatically when you sign up. If this didn't happen or if new forms were added, new form widgets should be enabled in Able Dashboard using the Add Service Integration button. New tracking code will need to be generated in the Get Code section afterwards.

Unlike some other implementations of form tracking, Able code does not listen to everything that happens on the page and instead relies on setting up HTML forms and dynamic widgets that need to be tracked in advance. While this adds an extra step during the set-up, such approach improves web page performance and reduces tracking code footprint. It optimizes PageSpeed and Web Performance metrics used by search engines to rank websites. It also allows you to audit tracking code to verify that no confidential information such as passwords or credit card numbers are ever processed by Able.

Among the dynamic widgets supported by the form tracking:

• ConvertKit
• EasyWebinar
• Elementor Pro
• Hubspot
• Kajabi lead and checkout forms, see also Kajabi purchases tracking and attribution
• Klaviyo
• LeadPages
• Privy
• RevenueHunt
• Sumo
• WooCommerce checkout and order forms. See also instructions for tracking WooCommerce purchases

Teachable and WebinarJam leads can be tracked as well. For them, we track completion of the purchase/sign-up on the thank you pages rather than directly in the forms.

Please contact us for the setup instructions If you couldn't find the form widget you're using on this page.

How to Track Web Application Forms

Forms in web applications would often be rendered dynamically by a JavaScript framework such as Next.js or React, not using fixed element names.

If you have access to the application developer, we recommend to refer to our JavaScript API and the guide for implementing form tracking in single page applications. This is required if a form has single sign-on buttons (such as "sign in with Google") that don't require many users to actually complete the form.

Alternatively, you may decide to track form submissions in GTM.