How to track lead source in Forminator Forms
Add real campaign attribution to every Forminator form, quiz, poll, or payment submission, with the visitor's entire pre-conversion journey attached.
On this page
- What SourceLoop captures from Forminator
- Before you start
- Step 1: Drop the SourceLoop snippet into WordPress
- Step 2: Confirm your form, quiz, or poll lives on a tracked page
- Step 3: Run a verification submission
- Where to see Forminator submissions in SourceLoop
- Contacts Hub
- Attribution dashboard
- Funnel reports
Forminator is the multi-tool of WordPress form plugins, contact forms, quizzes, polls, calculators, and payment forms in one package from WPMU DEV. The thing it doesn’t cover is what most marketers eventually need to know: which channel drove each submission. That’s where SourceLoop comes in.
Three steps, only minutes to wire up, and you’ll never have to ask “where did that lead come from?” again.
What SourceLoop captures from Forminator
For every Forminator submission, SourceLoop attaches:
- Acquisition channel the visitor arrived through
- All UTM parameters carried in the landing URL
- Sequence of pages browsed during the visit
- Time spent on your site across all pre-conversion sessions
- Count of repeat visits before they finally converted
- Email and name captured from the Forminator fields
- Original landing page that started the journey
- Source of the submitting session, recorded separately from first-touch
- Device, browser, and country of the visitor
Before you start
You’ll need:
- A SourceLoop workspace (free trial)
- WordPress admin access or another way to edit
<head>HTML - A Forminator form, quiz, poll, or payment form embedded on a published page
Step 1: Drop the SourceLoop snippet into WordPress
Sign in to SourceLoop, click Setup -> Tracking code in the left sidebar, and copy the snippet.
On WordPress, the easiest paths are:
- The WPMU DEV “Hummingbird” / “Smush” stack often has a header-inject panel
- A standalone plugin like “Insert Headers and Footers” or “WPCode”
- Your active theme’s
header.phpimmediately before</head> - Tag Manager firing on All Pages
Make sure the snippet loads site-wide, anywhere a Forminator form, quiz, or poll might appear.
Step 2: Confirm your form, quiz, or poll lives on a tracked page
There’s no per-form switch in Forminator to flip. The moment your site has SourceLoop in <head>, every embedded Forminator element becomes attributable.
Make sure:
- The element is on a published page or post (not a draft or private page)
- The form, quiz, or poll collects an email at some point in the flow
- Aggressive performance plugins aren’t reshuffling SourceLoop after Forminator’s own scripts
Step 3: Run a verification submission
Visit the page hosting your Forminator element in an incognito window, with ?utm_source=test&utm_medium=verify&utm_campaign=forminator-check tacked onto the URL. Submit a real entry using an inbox you control.
Within seconds, the entry should appear in the Contacts Hub in SourceLoop with the three test UTM values stored on the contact.
Where to see Forminator submissions in SourceLoop
Contacts Hub
Each Forminator submission gets a row at app.sourceloop.ai/contacts. Click into a contact to see every page they visited, every session they had, and every campaign that touched them before they converted.
Attribution dashboard
For the aggregate view, app.sourceloop.ai/dashboards/traffic groups Forminator submissions by source, medium, campaign, and landing page. Useful for spotting which channels actually convert and which just send tire kickers.
Funnel reports
app.sourceloop.ai/funnels lets you build a funnel ending in “Forminator submission”. Slice by source, landing page, or device to discover the highest-converting routes.
For paid acquisition, mirror those Forminator submissions back to Google Ads, Meta, and LinkedIn as offline conversions so the bidding algorithms have real lead-generation signals to train on. Setup is covered in Connect your Google Ads account.
Frequently asked questions
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Does this also cover Forminator's quizzes, polls, and payment forms?
Yes. Anything Forminator submits, contact forms, lead quizzes, polls, calculation forms, Stripe/PayPal payments, gets captured the same way. The submission event is what SourceLoop attaches attribution to.
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Does Forminator's free version work, or do I need Forminator Pro?
Either works. SourceLoop runs in the browser, completely independent of which Forminator tier or add-on bundle you're on.
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I use Forminator quizzes to score leads (knowledge or personality). Are quiz completions captured?
Yes. When a quiz captures an email and submits, SourceLoop treats it as a lead the same way a contact form would, attaching the visitor's full marketing journey.
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Does this interfere with my Forminator integrations (Mailchimp, ActiveCampaign, HubSpot, Zapier)?
No. Those integrations continue to send submissions to your connected tools. SourceLoop layers attribution on top inside its own dashboard, no overlap.
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What about Forminator's anti-spam (Akismet, hCaptcha, honeypot)? Will those block tracking?
No. Once a submission gets through your spam protection (real users always do), SourceLoop attaches its data. Submissions blocked as spam never count, which is what you want.
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