Use Form Tracking to Capitalize On Your Inbound Leads

More and more potential customers are using web-based methods to communicate with businesses or signal interest. These days, when a user submits a form through your website, they often expect lightning-fast response times. The quality of these inbound sales leads fades rapidly, so businesses that fail to follow up while leads are warm can miss out on valuable conversions.

A recent HBR study of U.S. businesses found that inbound leads contacted within an hour of their submitted query were nearly seven times as likely to become a qualified lead than customers that were contacted even an hour later. This figure increased to 60 times as likely when compared to companies that waited 24 hours or longer to respond.

CallRail’s Form Tracking feature allows you to follow up with inbound leads instantly, shortening your response time and increasing conversion rates for your business. Form Tracking captures the full contents of submitted forms and alerts you by phone call, text, or email. We’ll also display the marketing channels, keywords, and landing pages driving form submissions on your website in your Form Tracking analytics dashboard.

How can I start tracking forms?

Form Tracking is not a form builder — we use the forms you already have on your website and record all the data for you. Here’s how you can get started:

  • Install the JavaScript code for dynamic number insertion on each page of your website where you’d like to track forms. (Each company receives a unique company-specific code within a user’s account.)
  • Navigate to your company’s Settings page, and click Form Tracking listed under Tools.
  • Customize which forms and fields to track.
  • Choose how you’d like to receive alerts.
  • Start viewing new form submissions!

How do I view form submissions?

Once you’ve enabled Form Tracking, you’ll be able to view forms submitted in real time on your Activity Dashboard under Form Submissions:

Click the Timeline arrow to see the full attribution profile of a customer who submitted a form:

The full contents of the form will be broken down in the Form Contents box on the right:

If a customer calls or texts you from the same number they entered on a form, we’ll automatically add the Form Submission to their full caller timeline so you don’t miss any customer activity:

What reporting do I get from Form Tracking?

On your Reports dashboard, click Form Attribution under Acquisition to see data on your form submissions:

You can track Form Attribution data by Source and Campaign. If you’re using an online advertising service for keywords, you can also sort by Keywords, Referring Page, and Landing Page:

Once you’ve selected your preferred data point, see a full attribution list below the chart organized by Total Forms and First Time Forms. Each total links to that individual category list where you can then view full customer attribution profiles by data category:

Learn more about Form Attribution.

What’s the value of tracking keywords in forms?

Smart inbound marketing strategies are crucial in the current market. Keyword data can help you optimize your Google Ads (formerly AdWords) bidding strategies and know which pages of your website are the most effective at creating inbound leads for your business.

Once your Form Tracking is set up in CallRail, there is an optional step to see your keyword data reporting alongside your forms. In order for CallRail to capture this keyword data for your forms, you’ll set up your third-party tracking templates to use the “keyword={keyword}” parameter (just like we recommend for your call tracking templates).

Once you’ve integrated your online advertising service, you’ll be able to view keyword, referring page, and landing page data on your Form Analytics dashboard and customer’s timeline:

This help article outlines how to add this parameter to your Google Ads account.

Ready to get started tracking your form submissions with CallRail? Read our documentation to learn more or start your free 14-day trial today.