How to track lead source in Paperform
Match every Paperform submission with the marketing channel that earned it, all without touching your form or signing up for a separate analytics tool.
On this page
Paperform built a reputation as the form-meets-landing-page hybrid: forms that look like content, mixing text, images, and questions in one flowing layout. Marketers love the design freedom but they still miss one thing, knowing which campaign each submission came from. SourceLoop fills in that gap.
Three steps, around five minutes of setup, and Paperform submissions afterwards arrive with the story of how that visitor found you.
What SourceLoop captures from Paperform
Once installed, every Paperform submission carries:
- The visitor’s acquisition channel (organic, paid, social, referral, etc.)
- Complete UTM set lifted from the landing URL
- Pages browsed in sequence before the form fill
- Cumulative time on site prior to the submission
- Number of distinct sessions before they converted
- Email and name captured from your Paperform questions
- First-touch landing page at the top of the visitor’s history
- Source of the converting session, often different from first-touch
- Device, location, and browser
Before you start
You’ll need:
- A SourceLoop workspace (free trial)
- Edit access to the page where you embed your Paperform form
- A Paperform account with at least one form published and embeddable
Step 1: Drop SourceLoop’s tracking snippet into your site’s head
From SourceLoop, click Setup -> Tracking code in the sidebar and copy the snippet.
Put it in the <head> of the page (or whole site) where your Paperform will live. WordPress users: a header-injection plugin or header.php. Webflow: Project Settings -> Custom Code -> Head Code. Framer: site-level Custom Code. Static sites: your global layout. Tag manager: an All Pages tag. Whichever path, the snippet just needs to run before the Paperform form does.
Step 2: Embed your Paperform on a tracked page
In Paperform, open your form and click Share -> Embed. You’ll get three formats:
- Inline embed: drops the form straight onto the page
- Slider: opens from the side
- Popup: opens as a modal overlay
Pick whatever fits your design, copy the embed snippet, and paste it into your page where the form should appear. Make sure that page also has the SourceLoop snippet from step 1.
Step 3: Submit a test entry
Open your form’s host page in an incognito tab with ?utm_source=test&utm_medium=verify&utm_campaign=paperform-check glued to the URL. Submit a real entry using an email address you can check.
Within a few seconds, the submission should land on the Contacts Hub in SourceLoop, with all three test UTM values shown on the contact.
Where to see Paperform submissions in SourceLoop
Contacts Hub
Every Paperform submission becomes a contact row at app.sourceloop.ai/contacts. Click a row to see the visitor’s complete browsing history before they filled the form.
Attribution dashboard
Open app.sourceloop.ai/dashboards/traffic for the cross-channel rollup. Paperform submissions are grouped by source, medium, and campaign so you can read which channels are converting.
Funnel reports
Configure a funnel at app.sourceloop.ai/funnels with “Paperform submission” as the final step. Slice by source, content, or device to find which paths actually drive form fills.
If you advertise, forward Paperform submissions back to Google Ads, Meta, and LinkedIn as offline conversions so the platforms can optimise toward real form fills. The Connect your Google Ads account guide covers it.
Frequently asked questions
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Paperform forms feel more like full pages than forms. Does that affect attribution?
Not at all. The "page-like" feel is just Paperform's editor model. What matters for attribution is where the form is rendered, embed it on your site (vs. linking to the paperform.co hosted URL) so SourceLoop can see the visitor first.
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I use Paperform's payment, calculation, and conditional features. Anything special?
No. All your Paperform logic, prices, calculations, conditional questions, runs on Paperform's side. SourceLoop only attaches marketing context to the final submission, no logic interference.
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Does this work with embedded forms in popup, slider, and inline modes?
Yes. Inline, slider, and popup embed types all fire submissions the same way once a visitor completes the form on your page.
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I share Paperform links on social and email. Will those submissions still get attributed?
A raw paperform.co URL won't, because the visitor never lands on your tracked site. Send campaigns to a page on your domain that embeds the form so SourceLoop can pick up the source.
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Will my Paperform integrations (Zapier, webhooks, Mailchimp, HubSpot) keep working?
Yes. Paperform continues to push submissions to all your connected integrations exactly as configured. SourceLoop runs in parallel on its own data store.
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