# How to track lead source in Formidable Forms Wire your Formidable Forms submissions into a complete attribution picture, source, campaign, journey, and device, all attached to every lead automatically. Source: https://sourceloop.ai/help/track-lead-source-in-formidable-forms/ Updated: 2026-05-28 --- Formidable Forms is the WordPress form plugin that punches above its weight, calculations, conditional logic, repeating fields, views, and full-blown app-builder territory once you hit Pro. The one job it doesn't claim to do is marketing attribution. That's what SourceLoop fills in. Three steps, a few minutes of setup, and every Formidable submission afterwards carries its acquisition story. ## What SourceLoop captures from Formidable Forms Each submission lands in SourceLoop with this context wrapped around it: - **Original acquisition channel** (organic, paid, social, referral, direct, etc.) - **Full UTM stack**: source, medium, campaign, content, term - **Pages visited** in order, ahead of the form fill - **Time on site** across all pre-submission sessions - **Repeat-visit count** before the conversion - **Email and full name** read from the Formidable fields - **First landing page** of the visitor's history with you - **Source of the converting session** (often a different referrer than first-touch) - **Device, location, and browser** ## Before you start You'll need: - A **SourceLoop workspace** ([free trial](https://app.sourceloop.ai/sign-up)) - **WordPress admin** access (or any way to edit `` markup) - A **Formidable Forms** form, Lite or Pro, embedded on a published page ## Step 1: Add SourceLoop's tracking snippet to your site Open SourceLoop, click into **Setup -> Tracking code** in the left sidebar, and copy the snippet shown. ![SourceLoop Setup page with the tracking code snippet ready to copy](/help/screenshots/sourceloop-tracking-code-script.png) Drop it inside `` of your WordPress site. Common ways: - A header/footer plugin (e.g., "Insert Headers and Footers", "WPCode") - `header.php` of your active theme, just before the closing `` - The "Custom Code" section many SEO plugins expose - Google Tag Manager configured to fire on All Pages The script must load on every page that hosts a Formidable form, easiest if you simply install it site-wide. ## Step 2: Check the form is on a live, tracked page Formidable doesn't need any per-form changes. Once the snippet is live, every Formidable Form on every page that includes the snippet is tracked. Quick sanity pass: - The form is **embedded on a published page or post** (drafts aren't accessible to anonymous visitors) - The form **collects an email address**, SourceLoop uses email as the lead ID - Your caching/optimisation plugin isn't deferring SourceLoop past the form's submit > **Formidable preview / direct entry URLs aren't trackable** > Sharing a Formidable preview link or a direct entry URL that lives outside your normal site means the visitor never lands on a SourceLoop-tracked page. Those submissions exist in Formidable but have no marketing source. Always route campaigns through a page on your site that contains the embedded form. ## Step 3: Submit a test entry to confirm Pop open the form's page in an **incognito tab** with `?utm_source=test&utm_medium=verify&utm_campaign=formidable-check` glued onto the URL. Submit a real entry using an email you can check. Inside a few seconds, you should see the lead appear at the top of the **Contacts Hub** in SourceLoop, with all three test UTM values stamped on the contact. ## Where to see Formidable Forms submissions in SourceLoop ### Contacts Hub Head to [app.sourceloop.ai/contacts](https://app.sourceloop.ai/contacts) for the per-lead view. Every Formidable submission becomes a contact row, and clicking through reveals the visitor's complete browsing timeline up to the submission. ![SourceLoop Contacts Hub showing a Formidable Forms submission with the lead's full journey](/help/screenshots/sourceloop-lead-journey-demo.webp) ### Attribution dashboard For the bird's-eye view, [app.sourceloop.ai/dashboards/traffic](https://app.sourceloop.ai/dashboards/traffic) rolls Formidable submissions up by source, medium, campaign, and landing page so you can compare channels at a glance. ![SourceLoop attribution dashboard with Formidable Forms submissions grouped by source and campaign](/help/screenshots/sourceloop-attribution-dashboard.webp) ### Funnel reports Build a funnel at [app.sourceloop.ai/funnels](https://app.sourceloop.ai/funnels/) with "Formidable Forms submission" as the goal step. Cut it by source, content, or country to see which paths convert and which leak. ![SourceLoop funnel report ending in a Formidable Forms submission conversion step](/help/screenshots/sourceloop-funnel.png) If paid acquisition is in your mix, send Formidable submissions back to **Google Ads, Meta, and LinkedIn as offline conversions** so the auction algorithms learn from real lead generation and not vanity clicks. [Connect your Google Ads account](/help/connect-google-ads/) covers the wiring. ## Frequently Asked Questions ### Will this work with Formidable Forms Lite? Yes. SourceLoop's tracking is browser-side and tool-agnostic, so it works equally well with the free Lite plugin and the Pro tier (and every add-on bundle in between). ### I use Formidable Views to display submitted entries. Does that change anything? No. Views render existing entries, they don't create them. SourceLoop fires when a new submission is made, regardless of what you do with the entry afterwards. ### Are my Formidable Forms calculations, repeater fields, and conditional logic preserved? Yes. Everything you've built inside Formidable Forms runs untouched. SourceLoop only attaches attribution metadata, it doesn't manipulate the form or its fields. ### I use Formidable for application-style forms with multiple sections. Will every completion be tracked? Yes. Whether it's a five-field contact form or a 50-field multi-section application, each completed submission is what triggers the capture, and the visitor's pre-submission browsing is attached as context. ### Can I use this on a membership site with Formidable forms behind a paywall? Yes, provided the visitor's pre-paywall sessions were tracked. SourceLoop stitches anonymous browsing to the eventual submission once an email is captured, even if part of the journey happened before they were logged in.