Tracking Web Forms in Ruler Analytics

Tracking forms in Ruler Analytics allows you to capture information about individual leads and connect their form submission back to their marketing journey.

Once a lead is captured, Ruler can use the information associated with that submission to help connect subsequent activity in your CRM, including when a lead becomes qualified, creates an opportunity, or ultimately results in a sale.

There are several ways to track forms in Ruler, depending on how your website and forms are configured.

Please refer to the relevant guides below for step-by-step instructions on setting up form tracking.

Form Tracking Requirements

When setting up form tracking, it is important to capture a consistent identifier that is available both when the visitor submits a form and within your CRM or data warehouse.

This identifier allows Ruler to connect the website activity with the corresponding lead or customer record in your internal systems.

We recommend using one of the following identifiers:

• Email Address – The email address submitted by the lead.
• Phone Number – The phone number submitted by the lead.
• Unique ID – An identifier that is unique to the lead or customer, such as an Order ID, Customer ID, or Lead ID.
• Cookie ID – Ruler supports its own Cookie ID as well as the Google Analytics Client ID, where available.

Form Tracking Methods

Automatic Form Tracking - Rulers built in form listener. This works with most standard HTML forms embedded directly on your website or landing pages. Ruler can enable this during onboarding to allow you to test the compatibility with your web forms.

In some instances the auto tracker may not capture your forms on site and require you to explore manual tracking. This method is not compatible with complex multi step forms, ecommerce checkouts or Iframe.

Manual Form Tracking - Ruler can provide you with pre built scripts and script templates to use on your website to track your forms. Review the specific form documentation listed in our sidebar menu to find your form setup.

Tracking Offline Forms and Conversions

If your forms or conversions take place outside of your website, you can also provide this information to Ruler as offline leads or conversions.

This can be useful when form submissions or conversion data are stored in your CRM or another internal system rather than being captured directly through your website.

See our guide to Offline Leads and Conversions.

Choosing the Right Form Tracking Method

The best approach for tracking your forms depends on how your website is built.

For example, your forms may be:

• Standard HTML forms
• Forms provided by a third-party platform
• Embedded forms
• Forms that submit without a page refresh
• Forms connected directly to your CRM

Choose the form tracking method that best matches your website configuration.

Need Help?

If you have any questions about form tracking or need help choosing the best approach for your setup, please contact a member of the Ruler team. We're here to help.