Form analytics

Every form has an Analytics tab. It shows how many people saw the form, how many submitted it, and which sites and campaigns sent them. Each lead or contact a form brings in also gets a First touch section that records where that person first came from, and a Latest touch for what brought them back.

Open Forms from the Engage group in the sidebar, open a form, and click the Analytics tab. Anyone who can open Forms can see analytics.

Read a form’s analytics

Open the form and click Analytics.
Choose 7 days, 30 days or 90 days.

The numbers across the top:

Visitors: the number of different people who loaded the form.
Visits: visitor-days. Someone who comes back on three different days counts as one visitor and three visits.
Submissions: submissions in the range, not counting ones filtered as spam.
Conversion rate: submissions divided by visitors.

Below them:

Visitors and submissions by day: a bar for each day. Point at a bar to see its numbers.
Sources: visitors and submissions from each source, with the conversion rate for each.
Where visitors saw the form: Landing page, Embedded on a website (the Script embed) or Direct link or iFrame.

See where a lead came from

Open a lead or contact that came in through a form. The Overview tab shows a First touch section, and a Latest touch section when their most recent submission came from somewhere else. Each shows:

Source: the campaign source, the ad network the click came from, the site that referred the visitor, or Direct.
Medium, Campaign, Term and Content, when the link that brought them carried them.
Ad click: Google Ads, Meta or Microsoft Ads, when the link carried an ad click ID and a campaign source as well.
Referrer: the site that sent them, when the source is a campaign or an ad.
Landing page: the page where they saw your form.
Date: when the touch happened.
Form: a link to the form.

When you convert a lead, the contact keeps both touches.

Tag your links with a campaign

Add utm_source, utm_medium and utm_campaign to the links you share, and Gabriel reports them as the source, medium and campaign. For example:

https://pages.gabrielcrm.com/your-company/spring-offer?utm_source=linkedin&utm_medium=social&utm_campaign=spring

utm_term and utm_content are saved too.

Ad click IDs

Ad networks add a click ID to the links in your ads: gclid (Google Ads), fbclid (Meta) and msclkid (Microsoft Ads). Gabriel saves these with the visit, the submission and the lead’s touches. You don’t need to do anything to turn this on. When a link has a click ID but no utm_source, the source is reported as google, facebook or bing.

How it works

A visit is counted when the form loads in a browser. That covers your landing page, any website where the form is embedded, and the form’s direct link.
Each visitor counts once a day per form. Reloading the page doesn’t add visits.
Search engines, link previews and monitoring tools are not counted.
A source is the visit’s campaign source, else the ad network of its click ID, else the site that sent the visitor, else Direct. A submission’s own campaign source wins over the source of the visit before it.
Days are UTC days, so a day’s figures can differ slightly from your local calendar day.
Visitors on pages.gabrielcrm.com are recognized for one day. For privacy, pages on the shared address store nothing in the visitor’s browser, so someone who returns on a later day counts as a new visitor. On your own website, and on pages served from your custom domain, the form remembers a visitor across days.
No personal details are stored for a visit. A visit holds an anonymous ID, the page, the referring site, the campaign tags and any ad click ID, not the visitor’s IP address. Page addresses are saved without anything after the ?, so a link’s query string, which can hold an email address, is never kept.
Visits are kept for 13 months, then deleted. A lead’s or contact’s touches are kept with the record.
First touch is written once. A form sets it on a new lead, or on a lead or contact already in Gabriel that doesn’t have one yet. A later submission never replaces it.
Latest touch is updated on every submission, so it always shows what brought the person back most recently.
Spam never sets a touch. A submission filtered as spam doesn’t change the lead or contact.
Visits are counted from the day this feature was released. Earlier visits were never recorded.
These are the form’s numbers. A landing page counts its own views, form or no form, on its Analytics tab in Pages (see Pages). A visitor to a page with a form is counted once by the page and once by the form.
The iFrame embed can’t see your page’s campaign tags. The form runs in its own frame, so its source is your website, not the campaign. Use the Script embed to keep campaign tags.

By default, a form embedded with the Script embed remembers a visitor across days with an anonymous ID kept in their browser, as it always has. If your website asks visitors for consent first (a cookie banner), you can make the form wait for it:

In the embed code you copied, add data-gabriel-consent="pending" to the <script> tag (or to the form’s <div>). Keep the src you copied:
```
<script src="…/embed/gabriel-forms.js" defer data-gabriel-consent="pending"></script>
```
When the visitor accepts, call:
```
window.GabrielForms.setConsent(true);
```

Until then the form stores nothing in the visitor’s browser. Visits are still counted, but a visitor is recognized for one day only, as on pages.gabrielcrm.com. If the visitor later declines, call window.GabrielForms.setConsent(false): the stored ID is removed. Forms without the attribute work exactly as before.

Best practices

Embed with Script, not iFrame, so your campaign tags reach Gabriel.
Tag every link you share in a campaign. Without tags, traffic from email shows as Direct and social traffic shows as just the site name.
Use the same tag values everywhere. linkedin and LinkedIn both report as linkedin, but li and linkedin are two sources.
Compare conversion rates, not just visitors. A small source with a high conversion rate is often worth more than a large one with a low rate.
Check the First touch before you call a new lead. Knowing which campaign or page they came from tells you what they were interested in.
Give each campaign its own landing page or campaign tag so its results don’t blur with your other traffic.

Troubleshooting

The Analytics tab shows no visits. Visits are counted only after the form loads in a browser. Open your landing page or website yourself, then check again. A page cached in your browser from before the release may take up to an hour to start counting.
Visitors are lower than your website’s own analytics. Gabriel counts people who loaded the form, not everyone who visited the page, and doesn’t count bots.
A lead has no First touch. The lead came from somewhere other than a form, such as an import, or it hasn’t submitted a form since this feature was released.
A lead’s First touch is newer than the lead. The lead was already in Gabriel when it first submitted a form, so its first touch is the first one Gabriel saw.