How to track WordPress form conversion source in Google Analytics

Tracking form conversion source helps website owners gain insight into which marketing campaigns (advertisements, partnerships, or other promotions) drove the most leads for their business. For example, you might be running multiple campaigns simultaneously on Google, Facebook, and Twitter. How will you be able to find out which one works the best for you?

People from all or some of the campaigns may be filling the form on your site and there’s no surefire way for you to know which platform works the best for you.

That’s why you need to set up lead source tracking using Google Analytics on your website. This way, you can know which campaigns are paying off and which aren’t. With that information, you can dynamically allocate the budget for ad spends based on the conversion rate and lead quality from each platform separately.

What you need to track form conversion source in Google Analytics

Tracking form conversions manually can be a pain – especially if you don’t know your way around Google Analytics and WordPress. And it can easily take more than a couple of hours for you to configure and set it up if you haven’t done it before.

The simpler, wiser, and cleaner way to do it would be by using a Google Analytics plugin like MonsterInsights. MonsterInsights allows you to track all your form conversions as events without touching any code and setting up goals manually.

If you haven’t installed MonsterInsights on your site before, I would highly recommend you to check out my MonsterInsights review. Once you have understood what the plugin can do for your site apart from integrating your site with Google Analytics, you can get the plugin by clicking on the below link. and install the Forms addon that comes with the plugin.

How to track lead source in Google Analytics

Install and activate MonsterInsights Pro

Once you have got MonsterInsights Pro from the above link, go ahead and install it on your site. If you’re not sure how to set it up on your website, have a look at this guide. Instead of installing it from the WordPress plugin repository (which has the free MonsterInsights Lite version), you will have to download the plugin from your MonsterInsights account and install it manually on your site. Other than that, the steps are the same.

Install and activate MonsterInsights Forms Addon

After you have connected MonsterInsights with Google Analytics on your site, go to Insights –> Addons and install the Forms addon. Once it is installed, activate it. You have now set up form conversion tracking automatically in Google Analytics.

Open Google Analytics Top Events

While MonsterInsights is perfectly capable of showing you the top-performing forms on your WordPress site, it still doesn’t show you where your leads come from within the dashboard. I hope that it will be worked upon in the upcoming releases as it would make our job easier.

Once you have logged into your Google Analytics account, click on Behavior –> Events –> Top Events from the menu on the left and click on Form event category.

Click on conversions

On the next page, click on conversions to view the source from where people landed on your website and submitted the form.

Find the desired form

Now, click on the form name for which you need to view the detail.

Apply secondary dimension

Now that you have selected the form, click on the Secondary dimension dropdown menu, and then select Source / Medium. You can find it under Acquisition. Alternatively, you can also type source/medium in the search bar.

View all the sources

You can now view all the sources where your site visitors came from and completed the form. As you can see from the image below, people who landed on your site from search engines are listed under google/organic.

From here, you can use advanced filters to breakdown the data and get only the information you want.

Get MonsterInsights Now

Now that you know how easy it is to track form conversion source in Google Analytics using MonsterInsights on your WordPress site, it’s time to get the plugin for your site. Apart from making things easier for you, it has got a host of other features like custom events tracking, keywords tracking, scroll depth tracking, and more that can help you find new ways to grow your business.