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Form Tracking

Form Tracking lets you see which companies are behind the forms submitted on your website, giving you clear insight into interested leads.

Please note: Form Tracking is only available in the Scale and Pro subscription packages. If the feature is not included in your current package, and you wish to use it, upgrade your account in the Leadinfo portal.

In this article, we'll discuss: 

What is Form Tracking?

Form Tracking allows Leadinfo to capture every form submission on your website and link it to the company that made the submission. Instead of only seeing which companies visited your site, you can see which companies actually took action by requesting a demo, contacting your team, or signing up for a service. This gives you a clearer view of who is genuinely interested and helps Leadinfo recognise companies more accurately.

Good to know: Form Tracking only works on native HTML forms. Forms embedded in iframes or built entirely with custom JavaScript (without a real submit event) cannot be tracked.

 

Why use Form Tracking? 

Form Tracking helps you identify real leads by showing which companies take meaningful actions on your website. When someone requests a demo, contacts your team, or signs up for a service, you immediately see which organisation is behind that submission. This makes it easier to prioritise engaged prospects.

What Form Tracking helps you do

  • See which companies are taking real action on your website, not just browsing
  • Identify high-intent leads such as demo requests or contact forms
  • Prioritise companies that show genuine interest in your product or service
  • Enrich company profiles with form details for better follow-up
  • Improve the accuracy of Leadinfo’s company recognition

Why it improves recognition

Without Form Tracking, a visitor working remotely from a location like Starbucks may appear as “Starbucks” in your inbox. But if that visitor submits a form using an email such as xxx@amazon.com, Leadinfo immediately recognises the true company behind the visit. From that moment on, the correct company, Amazon in this example, is shown instead of Starbucks.

In short, Form Tracking helps you focus on real opportunities while ensuring your visitor identification becomes more accurate over time.

How does form tracking work? 

When someone fills in and submits a form on your website, Leadinfo automatically captures the submission and links it to the company that visited your site. This allows you to see exactly which forms were submitted, by whom, and when.

What happens step by step

  • A visitor fills in a form on your website.
  • Leadinfo records the submitted fields and the moment of submission.
  • The form submission is linked to the visitor’s company session.
  • The details become visible in the Activity tab of that company profile.

What you will see in Leadinfo

  • A new activity called “Form Submission” appears in the company’s Activity tab.
  • Opening this activity shows all submitted form fields.
  • A form icon appears next to the company name in your inbox, indicating that someone from that company has submitted one or more forms.


This gives you a clear overview of all form submissions and helps you understand which companies are actively engaging with your website.

 

 

How do I enable form tracking? 

Before you can begin using form tracking, you will need to enable this feature in your portal settings.

 

Step 1:  Log in to the Leadinfo portal and go to settings.    

Step 2: Under "Websites", select the website you want to activate form tracking for. 


Step 3:  Go to "Form tracking" and switch the toggle to enable the feature.  Note that you can only use Form tracking when you have cookies enabled. Learn all about our cookies in this article. 

Please note: You cannot activate Form Tracking when you are using Leadinfo Cookieless tracking. Therefore, if you want to enable Form Tracking, first disable Cookieless Tracking. 

 

Privacy and GDPR compliance 

If your website collects information through forms, it is the responsibility of your organization to ensure appropriate user consent is obtained. Using Form Tracking, Leadinfo acts solely as your data processor. Leadinfo processes the signals needed to suggest relevant contacts, stores no association between IP addresses and email addresses, and keeps all insights accessible only to your account.

Keep in mind the following Key Privacy Points to stay GDPR-compliant:

  • Captured data: All form submissions from real HTML forms are captured. Attempted submissions are also recorded, even if client-side validation prevents successful submission. Hidden fields are collected but only revealed when explicitly requested.
  • Sensitive data: Passwords or other confidential fields are automatically hashed and never visible.
  • Data visibility: Submission data is attached to the visitor’s session and displayed in the Activity Tab. Only the customer who enabled the tracker can see this information.
  • Customer responsibility: Customers must inform website visitors and obtain explicit consent for processing form data, e.g., via the privacy statement or cookie banners. The example below can be used as inspiration to add form tracking to your privacy statement. 

The example below can be used as inspiration to add form tracking to your privacy statement. 

When you interact with our communications or features; for example by submitting a form, opening our emails, or engaging with our content we may process personal data such as your name, email address, and interaction data. This information is used to optimize our communication and tailor our services to your needs.

 

Please note📝 The content of this article is not legal advice. For guidance on making your forms fully GDPR-compliant, please consult your legal team.