Capturing Referrer and Campaign Information With Your Web Form (and Google Analytics)

Disclaimer: This blog post is out of date and we no longer provide support for cross-domain tracking with Google Analytics. View our documentation here, and check out Bizible for an alternative marketing analytics solution.


Do you use Google Analytics to measure traffic on your website? Did you know that your web form can include some of the data that Google is tracking for you? Yes, it’s possible and boy, did we make it easy!

Capturing Campaign Data

We added a new content type in the Form Builder to automatically capture referrer information (where visitors are coming from) and other campaign-related data (what ad they clicked, email they read, etc.) Here’s how it works:

Open your web form in the Form Builder, and in the “Add Content” menu, go to “More…”, “Analytics”, and click “GA Referrer Tracking” [1].

This adds five hidden tracking fields to your web form. Save, publish your form if needed, and you’re done!

A few things you should know:

Here’s what each tracking field does:

Indicates the source of the traffic (often a domain name)
For paid traffic, this will contain the AdWord campaign name. It can also show organic for traffic coming from a search engine, or referral for traffic coming from another website.
Indicates a method of delivery. If your email marketing is integrated with Google Analytics, you could see email here. Other possible values are CPC for paid traffic, referral and organic.
For Adword traffic, this will show the keywords that triggered the ad.
For referral traffic, this typically indicates the address of the page that referred to your site.


  • Note that Google Analytics records the tracking data the first time someone visits your site – and will keep it for up to six months. If you want to test this feature, make sure to clear your cookies first.
  • If your form is hosted by FormAssembly, you need to make sure that cross-domain tracking is correctly configured. To do so, add this bit of code to every page that includes a direct link to your form, or uses an iframe to display your form:<script type="text/javascript" src="//"></script>

Don’t just collect data — leverage it.