About Leadfeeder Form Tracking

  • The Leadfeeder tracker can track the form submissions on your website. This helps in identifying leads that have shown direct interest towards your business by submitting a form on your website.

  • Form tracking also helps you in identifying the people who are visiting your website. Not only that, it automatically enriches all past and future visits from the same visitor with their identity. This gives you exceptional intelligence on tracking the past and future behavior of the visitors who have submitted forms on your website.

  • When a submission is identified, a form submit event is shown in the activity timeline of such leads. You can create a custom feed of leads that have submitted a form on your website by using the “Form fill” filter. The identified people will show up in the activity timeline of each lead, and also in the People tab.

Admin users can enable form tracking by going to Leadfeeder tracker settings.

Let’s look at some configurations available under the form tracking feature.

Data Collection Preference

The Data Collection Preference allows you to define which data you’d like to collect through the Leadfeeder tracker. You can update your preference by going to the form tracking settings. It can be set to any of the following:

  • Data collection disabled

    • Tracker will not collect any data submitted by visitors in the form submissions.

    • This means that their email addresses or other information they submit will not be collected, which implies that Leadfeeder will not identify the people who submitted the forms.

    • The tracker will continue to track form submission behaviour on your website, which will be shown in the form of a form-submit event. You can use custom feed filters to filter such leads.

  • Configured fields only

    • The tracker will only collect the data submitted in the fields that have been configured.

    • A field is considered to be configured if it has been mapped with a Leadfeeder Property.

    • In this setting, the tracker will only track the values submitted in the fields you have already configured. If any of the configured fields contain a valid email address, the visitor will be identified with that email address.

      • For your convenience, Leadfeeder will try to automatically configure relevant fields under this setting. For special cases, you can also manually configure the fields to start tracking them.

  • All input fields

    • In this preference, the tracker collects values submitted in all the input fields by default.

    • The form submission information will be available regardless of the field configuration status.

    • People will be identified based on the configured fields.

    • The tracker will never track sensitive information such as credit card details or passwords.

Field Configuration

  • Leadfeeder identifies the input fields present across all forms on your website. These input fields can be configured to track or use them within Leadfeeder.

  • Configuring input fields is helpful because the same input field could be used in several different forms across the website. If you configure the input field, it works globally for all forms that have the specific input field.

  • Once you have configured the fields that are important for you, you’ll get better insights on form submissions across your website.

    • Identified people will have more detailed information, such as first and last name.

  • Currently, you can configure an input field with the following properties in Leadfeeder. More properties will be added soon.

    • Full name

    • First name

    • Last name

    • Email address

    • Phone number

  • You need to configure all the input fields collecting email addresses in various forms on your website to identify people through form tracking.

How to configure input fields

  • Automatic Field Configuration

    • As soon as a new input field is identified, Leadfeeder will try to automatically configure it with a Leadfeeder property.

    • This is done based on the input name attribute of the input field.

    • Once an automatic configuration is edited or removed through the settings, Leadfeeder will not try to auto-configure it again.

  • Manual Field Configuration

    • For special cases where some input fields are not auto-configured, you can also manually configure each input field with a Leadfeeder property.

    • To manually configure an input field,

      • Go to Settings > Company > Leadfeeder Tracker > Form tracking settings or click here

      • Scroll down to “Configured input fields”

      • Use the dropdown at the bottom of the table to find the input field you’d like to configure. You will see the input name, input type, and number of submissions for each field in the list.

      • Select the input field and choose the Leadfeeder property it represents.

      • Click on “Add”.

Identification of input fields

  • To identify and track all input fields within a form:

    • The form should be wrapped within HTML <form> tags

    • If the form or page URL is an external domain, it needs to be “Included” in Traffic Filtering

    • It should not be within an <iframe> tag

    • Each input field that needs to be tracked should have a name attribute in the <input> tag.

  • Submissions received while the form tracking feature was switched off will not be recorded. The feature needs to be switched on for a form submission or an input field to be identified.

  • Input fields will start showing up in the list after at least one submission has been recorded for them. Please note that if there have been no submissions after the feature was enabled, the field will not show up in the list.

  • Each Input field will be identified based on the “name” and “type” attributes of the <input> tag. The name attribute is necessary for a field to show up in the list of input fields.

    • If two input fields having the same “name” attribute have different “type” attributes, they will be considered as different fields.

Exclusion Rules

If you’d like to stop tracking some specific forms, you can use exclusion rules to exclude tracking such forms.

  • Define an exclusion rule that would instruct Leadfeeder tracker to ignore forms that meet a criteria. Currently available criteria is “Page URL”

    • You can add a URL for an exact match, or use wildcards to create rules that match multiple URLs.

    • For example, leadfeeder.com/blog* will match all URLs that start with leadfeeder.com/blog

  • All forms that match an exclusion rule will be completely ignored: they will not be tracked. This means that no timeline event will be visible if such forms are submitted, and no identified people will be generated.

How form tracking works

  • Once the Leadfeeder tracking script is installed and form tracking feature is switched on, the tracking script will start recording form submissions on your website. Each input field that is identified by Leadfeder will start showing up in Form tracking settings

  • For the tracker to identify an input field, there has to be at least one submission in it. A new input field will show up soon after the form-submit event is seen.

  • Whenever a user clicks on the “Submit” button, a form fill is recorded in Leadfeeder. If the website form has validation implemented on client or server side that prevents the submission to go through, the tracker will still record a submission, since a button was clicked.

  • You can even use this behavior to your benefit, by identifying companies who “almost” filled forms but they couldn’t.

  • Leadfeeder tries to validate the information that is being submitted by the visitor. If the submission contains an invalid email, Leadfeeder will identify the form submission behavior but since it’s an invalid email address, we can not associate it with an identified person.

  • All the forms are automatically tracked by default. To exclude specific forms from tracking, see Exclusion rules.

Past and future visits of identified visitors

  • Leadfeeder also provides additional background information about the behavior of the identified visitor by associating all of their past visits on your website.

  • If the account is on Leadfeeder Premium, past visits from up to 180 days will be associated with the identified person.

  • All future visits from the same person will continue to be identified. This is a solid insight because form tracking allows users to track the past behavior of a visitor that ended up submitting a form, and more importantly, also the future visits - to track their intent.

Disabling tracking for specific forms

  • Leadfeeder allows you to selectively track the forms that are important for your lead qualification. If you don’t want to track specific forms, you can use the exclusion rules feature to exclude the forms on a specific URL or a URL string.

Privacy & GDPR compliance

  • The General Data Protection Regulation, abbreviated as GDPR, is a privacy regulation that applies to the citizens of the European Union (EU). All organizations need to comply with GDPR while managing the data of EU citizens.

  • When it comes to forms and data collection, if your website collects information through forms, you need to make sure that you collect appropriate user consent wherever required. You need to collect this consent regardless of the Leadfeeder features you decide to use.

  • The contents of this article are not to be considered as legal advice. If you have any questions on how to make your forms compliant with GDPR, it’s best to consult your legal team, who can give you the best advice that fits the specific needs of your organization.

  • The form tracking feature is fully compliant with GDPR, same as the entire Leadfeeder platform. Form tracking is fully flexible based on how you want to handle the form submission data within Leadfeeder.

    • For collecting all data in Leadfeeder, you can set the Data Collection Preference to “All input fields”.

    • For collecting only specific data in Leadfeeder, you can set the Data Collection Preference to “Configured fields only”.

    • For collecting no personal data from forms in Leadfeeder, you can set the Data Collection Preference to “Disabled”.

Need further information?

Our support team will be happy to assist you with any further questions about Leadfeeder. Please contact us on support@leadfeeder.com


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