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.
On this page
- What SourceLoop captures from Formidable Forms
- Before you start
- Step 1: Add SourceLoop’s tracking snippet to your site
- Step 2: Check the form is on a live, tracked page
- Step 3: Submit a test entry to confirm
- Where to see Formidable Forms submissions in SourceLoop
- Contacts Hub
- Attribution dashboard
- Funnel reports
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)
- WordPress admin access (or any way to edit
<head>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.
Drop it inside <head> of your WordPress site. Common ways:
- A header/footer plugin (e.g., “Insert Headers and Footers”, “WPCode”)
header.phpof your active theme, just before the closing</head>- 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
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 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.
Attribution dashboard
For the bird’s-eye view, app.sourceloop.ai/dashboards/traffic rolls Formidable submissions up by source, medium, campaign, and landing page so you can compare channels at a glance.
Funnel reports
Build a funnel at 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.
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 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).
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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.
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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.
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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.
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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.
Paid Social
