Introduction /  

Form Tracking

Form Tracking

Form tracking associates first-party customer data with the website visitor and attributes future purchases to the original marketing source of the customer. This is especially important in complex multiple stage funnels, as well as for capturing customer details on the landing page for cookieless tracking. Once a website visitor enters a phone or an email, its also immediately linked with third-party visitor identifiers such as Google Analytics Client Id, Facebook Browser and Click Ids, Google Ads Click Id and its IOS 14+ tracking ids etc.

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 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 with deduplication separately.

All future events such as purchases are also attributed to the same customer - and same customer source, click identifiers that were captured in the lead or the sign up form.

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. This eliminates a need for a separate integration with the CRM and allows to see sources of the leads in the CRM. Raw form tracking data are available in BigQuery for custom reporting.

This page describes setup and usage of the no-code automated form tracking. Tracking of both regular HTML forms and dynamic JavaScript widgets is supported. For integrating form tracking with a custom front-end app see JavaScript API and the guide for implementing form tracking in single page applications.

HTML Form Tracking

Most websites render HTML forms on server. This is always the case when WordPress form plugins are used; Clickfunnels lead forms, Webflow and Shopify contact forms are rendered on server as well.

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 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.

Widget Form Tracking

Widget form tracking tracks dynamic forms that are rendered by JavaScript dynamically. A typical example are 'lead magnet' form pop-ups.

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/Web Performance indexes used by search engines to rank websites. It also allows to audit tracking code to verify that no confidential information such as passwords or credit card numbers are ever processed by Able.

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.

Among the dynamic widgets supported by the form tracking:

Teachable and WebinarJam leads can be tracked as well. However, 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.