Is Your Form Losing Visitors? Find Out with Google Analytics Event Tracking

Do people complete your form, or do they turn around and leave before they ever get to the submit button? They could get frustrated by a validation error, or they might lose interest by page 3.
Want a close look at your form’s performance? We’ve got an option in the Form Builder that lets you track things like page views and send ’em to Google Analytics, a tool that looks at your website’s visitors — and in this case, your web form’s users — and what they do.
Here’s how to enable this feature:

A ▸ Sign up for a Google Analytics account and create a tracking ID.

(It’s completely free! And, if you need help getting started, see Google’s Help Guide.)

B ▸ Open your form in the Form Builder.

C ▸ Add the GA Tracking Code [1] and set the default value to your Google Analytics ID [2].



D ▸ Add the GA Event Tracking field.

(It looks empty, but you don’t need to add anything to it — just keep it blank.)
This ensures that Google Analytics will record certain events (such as validation errors) when your visitors use your form.
That’s all! Save, and you’re ready to test.
You’ll need to log into your Google Analytics account to see the statistics. You can find Events under Content. Here’s what’s tracked, and what your Google Analytics report looks like:

You’ll see the Events overview [3] and the Event Action details [4].

  • Form Start — Each time the form is displayed counts as one event. Since some people may open the web form multiple times, you should rely on the unique event count in the Google Analytics report.
  • Submission — Records each time a form is completed and submitted. Here, the event and unique event count are expected to match. You can easily calculate a dropout rate by dividing Submission by Form Start. Note that FormAssembly already tracks the dropout rate for you, but only if the form is hosted by us — so this is handy if you’ve published the form on your own website.
  • Page View — Shows how many pages of your form have been actually visited by your respondents. Useful for multi-page web forms. In this case, you’ll see a Page View event for each page in your form (which means the unique event count isn’t meaningful in this case). Note: If you have a three-page form, and pages 1 and 2 got more visits than page 3, this means people are dropping out on page 2 and never getting to page 3. This should give you a clue on what to improve in your form.
  • Validation Errors — Validation errors are meant to make sure that data is entered properly, such as a correctly formatted email address, but sometimes a misplaced or overzealous rule might be hurting your conversion rate. Here, you see how many validation errors have been triggered for your web form, down to a particular field and error type [5].

Finally, a word of caution. Google Analytics reports are not updated instantly. It may take a few minutes or longer before your events show up in the report. Also, because of the technology involved in tracking and reporting data, events may be under-reported — but the trends should be accurate and helpful.

Don’t just collect data — leverage it.