Your Independent Analytics Pro includes automatic form tracking that shows you exactly where your leads are coming from—without writing a single line of code or configuring anything. The moment you activate the plugin, it starts tracking submissions from Contact Form 7, WPForms, Gravity Forms, and 20+ other popular form plugins.
Why Track Form Submissions?
Forms are how visitors become leads, customers, and subscribers. But if you don't know which pages, referrers, or campaigns generate the most form submissions, you're essentially flying blind. Form tracking answers critical questions:
- Which landing pages convert visitors into leads?
- What traffic sources send the most qualified leads?
- Which marketing campaigns drive actual conversions?
- How effective are your different forms at capturing information?
Independent Analytics tracks all of this automatically, giving you a complete picture of your lead generation performance.
Zero Configuration Required
Unlike Google Analytics or other external tools that require you to add tracking codes to every form, Independent Analytics Pro works automatically. Because it runs inside WordPress as a plugin (not externally), it can integrate directly with your form plugins using PHP.
The moment you activate Independent Analytics Pro, form tracking begins. There are no settings to configure, no JavaScript to add, and no tracking codes to copy and paste. It just works.
Supported Form Plugins
Independent Analytics Pro automatically tracks submissions from over 20 popular WordPress form plugins:
Fully integrated plugins include:
- Contact Form 7
- WPForms
- Gravity Forms
- Fluent Forms
- Formidable Forms
- Forminator
- Ninja Forms
- Elementor Pro Forms
- Divi Contact Forms
- Beaver Builder Forms
- Convert Pro
- Popup Maker
- MailOptin
- OptinMonster
- Thrive Leads
- HubSpot
- And many more...
If you're using a form plugin not on this list, contact the Independent Analytics team—they regularly add new integrations.
Viewing Form Submission Data
Form tracking data appears throughout Independent Analytics in several places:
Quick Stats
In any report, click the Toggle Stats button to add form metrics to your Quick Stats. You can display:
- Total Submissions - Submissions across all forms
- Conversion Rate - Percentage of visitors who submit forms
- Individual Form Stats - Submissions and conversion rates for specific forms
Report Columns
In the Pages, Referrers, and Campaigns reports, you can add columns showing:
- Number of form submissions
- Conversion rate
- Submissions per specific form
This lets you see at a glance which pages, traffic sources, or campaigns drive the most leads.
Chart Visualization
The chart at the top of reports can display form submission trends over time. You can visualize:
- Total submissions across all forms
- Submissions for a specific form
- Conversion rate trends
This helps you spot patterns and measure the impact of changes to your forms or landing pages.
Finding Your Best Lead Sources
By Page
Go to Analytics > Pages, then add the Forms column to see which pages generate the most submissions. This helps you identify your highest-converting landing pages.
By Referrer
Go to Analytics > Referrers, then add the Forms column. Sort by conversion rate to find traffic sources that send highly qualified visitors who actually submit forms.
By Campaign
Go to Analytics > Campaigns, then add form metrics. This shows you which marketing campaigns drive actual lead generation, not just traffic.
Tracking Specific Forms
If you have multiple forms on your site (contact form, newsletter signup, quote request, etc.), you can track each one individually:
- Click Toggle Stats in any report
- Find the form you want to track in the list
- Toggle it on to add it to your Quick Stats
Now you'll see dedicated metrics for just that form. This is especially useful for tracking lead generation forms separately from general contact forms.
Understanding Conversion Rates
Conversion rate is the percentage of visitors who submit a form. It's calculated as:
Conversion Rate = (Form Submissions ÷ Visitors) × 100
For example, if 100 visitors land on your pricing page and 5 submit a quote request form, that's a 5% conversion rate.
Typical conversion rates vary by industry and form type:
- Newsletter signups: 2-5%
- Contact forms: 3-7%
- Quote requests: 5-15%
- Sales inquiries: 10-20%
Use these benchmarks as starting points, but focus on improving your own rates over time rather than hitting specific targets.
Optimizing Lead Generation
Test Landing Page Changes
Make changes to high-traffic pages and watch conversion rates in the chart. If rates improve, keep the changes. If they drop, revert them.
Focus on High-Intent Traffic
Sort referrers by conversion rate to find sources that send visitors who actually convert. Invest more in these channels.
Identify Drop-Off Points
If a page gets lots of traffic but few submissions, something might be wrong. Maybe the form is too long, hard to find, or the offer isn't compelling enough.
Compare Form Performance
If you have similar forms in different locations, compare their conversion rates. The better-performing location might be getting more qualified traffic or have better design.
Form Tracking Best Practices
- Track what matters - Focus on forms that generate leads, not every form on your site
- Review weekly - Check form metrics at least weekly to spot trends early
- Test one change at a time - If you modify a form or page, give it time before making more changes
- Combine with campaigns - Use campaign tracking to see which marketing efforts drive form submissions
- Monitor conversion rates - A drop in conversion rate often indicates a problem worth investigating
Multiple Forms on One Page
If you have multiple forms on a single page (like a newsletter signup in the sidebar and a contact form in the footer), Independent Analytics tracks each form separately. You can see which form performs better and optimize accordingly.
Works With Custom Forms Too
If your site uses custom-coded forms (not from a plugin), Independent Analytics Pro can still track them. Your developer just needs to add one simple PHP hook when the form is submitted. This makes form tracking work consistently across all forms, whether they're from plugins or custom code.
Form Tracking Starts Immediately
Form tracking begins the moment you activate Independent Analytics Pro. However, you won't see historical data from before activation—only submissions that happen after the plugin is installed.
Forms appear in your analytics once they receive their first tracked submission. If a form hasn't been submitted yet, it won't show up in the form list.
We Can Help You Interpret Your Data
Form tracking provides powerful insights, but knowing what to do with that data isn't always obvious. We're happy to review your form tracking data with you, identify opportunities for improvement, and suggest changes that could increase your conversion rates.
We can also help you set up custom reports that focus on your most important lead generation forms, making it easier to track what matters most to your business.
Want help optimizing your lead generation? Contact us at support [at] webops [dot] host or submit a support ticket. Our team is available 9am-5pm, 7 days a week (24/7 for emergencies).
Next in this series: Learn how to track WooCommerce sales and revenue with automatic eCommerce analytics.
