Form Analytics: what you can track about a contact form and how you can do it with Google Analytics, Google Tag Manager and 5 Software

The contact form or form is the last step of our potential customer towards conversion, whether it is a request for a quote or contact (as in the case of services) or subscription to the newsletter.

Although it is the last step before thelead acquisitionis often a neglected element from the point of view of persuasion and user experience: if we have already talked about these aspects in the article on the 12 Strategies to Optimize Contact Form, Increase Conversion Rate & Get + Leads, in this article we delve into another aspect, analytics, with a focus on tracking user experience on the form.

Have you ever wondered how many people actually fill out contact forms?

According to data from Formisimo, well two-thirds of those who start filling out a form do not complete it.

But how can you properly follow up on requests that come in to your contact forms? To make sure you're following up optimally you need to:

  • Make sure to set up the event and target objectives of Google Analytics
  • Use Google Tag Manager and Google Analytics to be able to create a customized tracking system
  • Get a module analysis tool for be able to understand the behavior of the user who fills (or does not fill) the form and any bottlenecks.

Google Tag Manager and Google Analytics offer different opportunities and tools to better monitor the interactions that occur on the forms on your website.

At Google Tag Manager When you activate "Submit" within a form on your website you can see several variables such as:

  • Form Element: i.e. the form element that you clicked on
  • Form Classes: i.e. the array of values that are present inside the of the form's "class" attribute
  • Form ID: the ID attribute inside the form element
  • Form Target: the target attribute inside the form element
  • Form Element: the HREF attribute value, when available
  • Form Text: the text you view within the module

By setting up tracking for your custom form using Tag Manager, you can identify the specific variables and fields that are filled in within the form on the website page.

Control abandonment with a custom segment

Another way to get Properly tracking who reaches your contact form is done by creating a custom segment for form abandonment sessions.

As recommended by Simo Ahava in the article. Track Form Abandonment With Google Tag Manager, just create a custom segment that defines an alternative route for those who proceed to view the form page but without completing the goal imposed by the form.

As we can see in this photo:

What can you possibly understand about the people who leave the session with this segment? For example, you can:

  • See if there is a disproportionate share of dropout sessions coming from users using a particular browser or device. This would indicate that the is not displayed correctly for these devices. So you'll need to check how it's viewed on the various browsers if there are any issues displaying the contact form.
  • You see a disproportionate share of the abandonment sessions coming from a certain form position? Then you have to check if for example an option is missing from the drop down menu. For example, if you put a list of countries it might be that the one you are interested in is missing. Of course this is only one of the possibilities you can explore.
  • There are many Abandonment sessions coming from a single product or a single page? Perhaps there are elements that do not allow the form to display correctly on that particular page.
  • Do you have one demographic or traffic source that works worse than another? In this case, you need to check for abandonment segmentation and you need to keep track of users who have interacted with a particular item.

Creating an Event Tag therefore allows distinguish between users who interact with the module and those who do not. Thanks to this tracking system, it is therefore possible to create interactions in an ordered narrative, thus visualizing how users have filled out the form, before giving up and abandoning the session.

Let's analyze this string for example:

firstName> lastName> address> creditCardNumber> expirationDate> creditCardNumber

In the hypothetical example above, the credit card field represents the last interaction that the user made before dropping out. Once the patterns emerge, you'll have an idea of the fields that involve of the major problems for the user who decides to abandon the form.

Monitor field schedules with GTM

The time monitoring in the module fields offers a rough view of fields that may be more difficult for users to complete.

Obviously, some fields are more so than othersFor example, a credit card number takes longer to transcribe than a postal code.

Restrictions on the use of Google Tag Manager

Why should someone opt for Google Tag Manager? And what are the limitations, if any?

There are several limitations:

  1. Google Tag Manager settings can be long and technical.
  2. Localization possibilities are limited
  3. The gap between events triggered in Google Tag Manager and extracting useful information can be large (and more expensive) to overcome.

If, for these reasons or others are you considering an alternative solution, you should know that there are many that you can choose from.

Form Analysis Tools

I contact form tracking software they basically fall into 2 categories:

  • those dedicated exclusively to tracking, such as Formisimo
  • generic software for the CRO, which also track heat maps, user Hotjar o Yandex Metrica

Either way, this software tracks:

  • How often the forms are abandoned;
  • How often users re-enter or correct data in the field;
  • Which fields are regularly ignored or left blank;
  • How many form submissions generate errors;
  • How long it takes the user to complete the entire form;

Now let's see together which are the main ones tracking tools for forms.

1-Formisimo / Zuko (whose creators have also added a similar software, offers data analysis only.

Installed via JavaScript tags dedicated o Google Tag Manager, Formisimo focuses on eight key reports, which are able to control several metrics of the form, the main ones are:

  • Module Overview;
  • Field Delivery Report;
  • More correct fields;
  • Real-time reporting;
  • Module completion time;
  • Problem Fields Report;
  • Fields filled in before submission;
  • Compilation time for each field;

Formisimo allows you to control performance in the field depending on the comparative metrics, for example you can see the performance of a field compared to your field of expertise, the average form completion and also check the performance of the rest of the site by comparing it with the form.

Formisimo presents a seven-day free trial, though the starting price is around $200.

Data analysis within a broader suite of tools tools suite

Most form analysis tools are part of a large suite of tools.

These are continuously displayed within the solutions most popular tools for tracking modules. Most of the tools we're going to mention track similar aspects of module interactions. The right solution may depend more on the price but also on the related features that the products can offer.

Hotjar (being collected)


The analysis system of the modules of Hotjar (which Hotjar announced in up to 2020 to retire as a feature) includes(goes) various high-level metrics, including form completion rates. With these forms you can control various metrics such as: how many interactions take place, the time duration of the interactions, the fields left you want, the missed submissions or failed submissions, the count of how many times you reload the form.

On Hotjar i various ratios are set field by fieldas if creating a pseudo-campaign (e.g. X number of report acquisitions per module) instead of opting for a tracking function that is always active on the whole module.

Hotjar has a free version with a maximum of 2 thousand page views per day. The basic plan is $29 a monthwith a maximum of 10 thousand page views per day. Plans for larger projects start instead from the 89 dollars a month, with 20 thousand page views per day, and so on until you reach numbers of views above twenty thousand per day.

Yandex Metrica

Another tool you can use for form analysis, designed for all sites that actively use form filling is Yandex Metrica.

This program has a tracking system for search bars found on the site, for contact forms, and for forms to the execution of orders and purchases. This tool also has two different ways of displaying data namely: form fields and form conversion.

The tracking system for the form and the module allows you to view:

  • The number of views of the pages where the module is present
  • The number of interactions you have with the module
  • The number of completed and submitted forms

The various fields then they have another tracking system with:

  • The time spent successfully interacting with each field on the form
  • Which fields are left empty inside the
  • How much time has elapsed for the various interactions with each form field
  • What are the fields in which users, after reaching them, abandon the page without proceeding to submit the form. That is, which are the fields that cause difficulties during the compilation.


Humcommerce ( allows you to analyze several parameters. the main ones include:

  • the camps where most visitors stop;
  • Automatic analysis of the form on your website.

Analyzing the various data, you will be able to increase or decrease the percentage of completion of the modules, adding or removing fields from the form.


The structure for Inspectlet reports is integrated within its platform which includes several features such as heatmap and session recording. This module focuses on three different key relationships:

  • Hesitation time when filling out the form
  • Average fill rate of the various fields
  • Ignored fields

Inspectlet has a free version, while analytics forms are available at higher levels with plans that start at $149 a month.

Lucky Orange

Lucky Orange

The form analysis software realized by Lucky Orange ( tracks five main parameters:

  • Sessions of Abandonment
  • Time for each field
  • Order medium
  • Fields repeated several times

Form analysis is just one of seven tools that can be found within the suite of Lucky Orange. This program features a 7-day trial period, while the cost for the entire suite is $10 per month.


Mouseflow ( has launched a module for analysis of the modules during 2016 and added heat maps and session recordings to the existing software.

Mouseflow allows you to track metrics, similarly to other platforms, so we find tracking of the:

  • Blank form submissions
  • Sending errors
  • Reload page
  • Module abandonment
  • In addition, it will be possible to filter the analysis data of the modules in real time.

The free version of Mouseflow offers data analysis on one module for up to about 100 sessions. More advanced plans start from a minimum of $29 per month.


I form analysis data doesn't tell you what to dobut they offer you useful clues to be able to optimally compare qualitative and quantitative data.

Basic metrics can be collected under different headings and modes, thus controlling field-level metrics with custom events in Google Tag Manager.

For more complete solutions, however, you can use dedicated tools and solutions that allow you to group the analysis in software suites that can monitor the behavior that users have on the page.

What is the difference between Google Analytics and other analytics tools? Paid tools are more accurate and have wider options. However, by combining Analytics tools with paid tools you can get better analysis.

The important thing is to never confuse more data with better results. Like everything else, the value of the analysis data depends on how effectively you can combine the various insights and then go to test their hypotheses.

How to track the origin of those who fill out the contact form

Where does the user who signed up for the our forms or subscribed to the newsletter? We can transfer this information from when the user first enters our page into a hidden form field and then store it in our system CRM.


  • add to the url the UTM parameters
  • add a custom field in your ESP such as SendInBlue
  • Add a hidden field to the form
  • capture information in UTM parameters with Google Tag Manager

Here's a tutorial:

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