Every time someone opens the form, Forms records where they came from: the campaign tagged in the link, the site that had the link, the device and the city. This data goes along with the response and feeds the Analytics tables. That way you know how many responses each channel brings, not just clicks. Clínica Vitta, in Miami, promotes its "Free consultation" form on Instagram, on Google and on a flyer with a QR code, and wants to know which of the three brings in more patients.
Tagging the link with UTM
UTMs are parameters you add to the end of a link to say where it was shared. Forms reads five:
utm_source— the source: instagram, google, flyer;utm_medium— the medium: bio, stories, cpc, print;utm_campaign— the campaign: facial-october;utm_term— the ad's term or keyword;utm_content— the ad or creative variation: video-a, carousel-b.
Copy the link in Share and add the parameters after a ?, separated by &. Vitta's bio link looks like this:
https://f.wisedataforms.com/vitta-consultation?utm_source=instagram&utm_medium=bio&utm_campaign=facial-october
For the Google ad, the clinic uses utm_source=google&utm_medium=cpc with the same campaign. If the link already has a ?, add the parameters with &. Always write each value the same way: "instagram" and "Insta" become two different rows in the report.
When the form is embedded in your site with the embed code, the UTMs of the site page carry over to the form on their own: someone who reached the site through a campaign responds within it.
What is recorded on each visit
- The five UTMs, when the link had them.
- Referring site (on the response, "Referring page") — the page that had the clicked link, when the person came from another site. Reloading the form does not count as a source. Many apps do not report where the person came from: the visit then has no referring site.
- Landing page — the full address the form was opened with, including parameters.
- Device (computer, phone or tablet), browser and system.
- Location — we capture city, state and country. Test visits show as "Not captured".
A visit with no UTM and no referring site counts as Direct: the person typed the link or got it in a message without UTMs. It pays to tag the link you send by WhatsApp too, such as utm_source=whatsapp.
QR codes created in Share come already tagged, with nothing for you to do: utm_source=qr_code, utm_medium=offline and, in utm_campaign, the name you gave the QR code. Vitta's "Front desk flyer" QR shows up as the campaign front-desk-flyer.
Where the source shows up
- Responses › Source column — the source and campaign ("instagram / facial-october"); without UTMs, the referring site's domain; with neither, "Direct".
- Responses › View response › Source and device — everything recorded, item by item.
- Export — one column per item, at the end of the spreadsheet.
- Analytics — the Campaigns, Devices, Browsers, Systems, Countries, States and Cities cards, described below.
The Campaigns card
In Forms › (form) › Analytics (or on the account Analytics page), the Campaigns card shows how each source converts, from visit to submission. In Group by, choose:
- Source (utm_source), Medium (utm_medium) or Campaign (utm_campaign);
- Referring site — grouped by domain, such as instagram.com or google.com;
- Landing page — grouped without what comes after the
?. Each ad click adds a different code to the link, and without this every visit would become a row.
Each row has Views, Started, Completed and Conversion, for the 20 most visited sources in the period. Visits without the chosen value appear together as Direct or no UTM.
In October, grouping by Source, Vitta saw: instagram with 220 views and 33 completed (15%); google with 90 views and 27 completed (30%); qr_code (the flyer) with 40 views and 18 completed (45%). Instagram brings more people, but the flyer at the front desk converts three times better.
Devices, browsers, systems and locations
Below the campaigns come six tables: Devices, Browsers, Systems, Countries, States and Cities. Each row shows Views, Completed and Conversion. The first three show the 8 values with the most visits; the location ones, the top 10. State and city always come with the country, so two cities with the same name are not mixed up.
Conversion by device is the question that matters most: if phones have many views and low conversion, the form is hard to fill in on a phone.
Where to go next
- Funnel, conversion and drop-off by field (Analytics collection) — the overall numbers and the question where people stop.
- Form link and custom alias (Share collection) — where to copy the link that gets the UTMs.
- Dynamic and static QR codes (Share collection) — the link for printed material.
- Embed the form on your website (Share collection) — the form inside your page.
- Matrix, video and hidden field (Fields collection) — saving other link parameters in the response.
In short: add utm_source, utm_medium and utm_campaign to the links you share; Forms records on each visit the UTMs, the referring site, the landing page, the device and the city, state and country, shows this on each response and in the export, and the Campaigns card compares views, started, completed and conversion by source, medium, campaign, referring site or landing page.