# How to track lead source in SureForms Tie every SureForms submission to the campaign, channel, and journey behind it so each lead arrives with full marketing context, not just answers. Source: https://sourceloop.ai/help/track-lead-source-in-sureforms/ Updated: 2026-05-28 --- SureForms is the newest piece of the Brainstorm Force toolkit, the same team behind Astra, Spectra, and SureCart, and it's built block-first to fit naturally inside Gutenberg-native sites. What it doesn't handle (yet) is marketing attribution. SourceLoop slots in cleanly to add that layer. Three steps, around five minutes, no SureForms changes required. ## What SourceLoop captures from SureForms For each SureForms submission, SourceLoop attaches: - **Acquisition channel** of the visitor (organic, paid, social, referral, direct) - **UTM parameters** parsed from the landing URL - **Page-by-page browsing path** before submission - **Cumulative time on site** ahead of the form fill - **Number of distinct sessions** before they converted - **Email + name** from the SureForms fields - **First-touch landing page** at the start of the journey - **Source of the converting session** specifically - **Device, country, browser** ## Before you start You'll need: - A **SourceLoop workspace** ([free trial](https://app.sourceloop.ai/sign-up)) - **WordPress admin** access (or another way to edit `` markup) - A **SureForms** form embedded on a published WordPress page ## Step 1: Drop SourceLoop's snippet into your site Inside SourceLoop, open **Setup -> Tracking code** in the sidebar and copy the snippet. ![SourceLoop Setup page with the tracking code snippet ready to copy](/help/screenshots/sourceloop-tracking-code-script.png) Add it to the `` of your WordPress site: - The Astra theme's "Header Scripts" option (Customizer -> General -> Custom Layout -> Header) is the cleanest path if you're on Astra - Standalone plugins like Insert Headers and Footers or WPCode - Your active theme's `header.php` just before `` - Google Tag Manager firing on All Pages The snippet must run on every page that hosts a SureForms form. ## Step 2: Confirm the form is on a published page No per-form switch to flip in SureForms. Once the snippet is loading site-wide, every SureForms form on every published page becomes attributable. Worth verifying: - The form is on a **published** page or post (not a draft) - The form **collects an email field**, used by SourceLoop as the lead key - Aggressive performance plugins aren't deferring SourceLoop after the form's submit handler runs > **Submissions through unpublished pages aren't attributable** > Drafts, scheduled future posts, and password-protected pages typically don't serve the SourceLoop snippet to anonymous visitors. Submissions on those pages reach SureForms but won't have a marketing source in SourceLoop. ## Step 3: Run a test submission Visit your SureForms page in an **incognito tab** with `?utm_source=test&utm_medium=verify&utm_campaign=sureforms-check` appended to the URL. Submit a test entry using an email you can check. Within seconds, the lead should appear at the top of the **Contacts Hub** in SourceLoop with the three test UTM values pinned to the record. ## Where to see SureForms submissions in SourceLoop ### Contacts Hub Each SureForms submission becomes a contact row at [app.sourceloop.ai/contacts](https://app.sourceloop.ai/contacts). Open a contact for the visitor's complete pre-submission browsing timeline. ![SourceLoop Contacts Hub showing a SureForms submission with the lead's full journey](/help/screenshots/sourceloop-lead-journey-demo.webp) ### Attribution dashboard For the channel rollup, [app.sourceloop.ai/dashboards/traffic](https://app.sourceloop.ai/dashboards/traffic) groups SureForms submissions by source, medium, and campaign so you can read what's converting at a glance. ![SourceLoop attribution dashboard with SureForms submissions grouped by source and campaign](/help/screenshots/sourceloop-attribution-dashboard.webp) ### Funnel reports In [app.sourceloop.ai/funnels](https://app.sourceloop.ai/funnels/), build a funnel ending in "SureForms submission". Slice by source, content, or device to find the highest-converting routes from first visit to form fill. ![SourceLoop funnel report ending in a SureForms submission conversion step](/help/screenshots/sourceloop-funnel.png) If paid acquisition is part of your strategy, mirror SureForms submissions back to **Google Ads, Meta, and LinkedIn as offline conversions** so the bidding algorithms train on actual lead generation. [Connect your Google Ads account](/help/connect-google-ads/) covers the wiring. ## Frequently Asked Questions ### Does this work with the free SureForms plugin? Yes. SourceLoop's tracking is browser-side and works the same whether you're on free SureForms or SureForms Pro. ### SureForms is built block-first in Gutenberg. Does that matter? No. SourceLoop tracks the submission event, regardless of whether the form was built with blocks, shortcodes, or a builder. Block-based forms work the same way as any other. ### I'm also using Astra theme and Spectra blocks. Any conflict? No. The Brainstorm Force stack (Astra, Spectra, SureCart, SureForms) is fully compatible. SourceLoop's snippet just needs to be in the page ``, which Astra's "Header Scripts" option supports natively. ### Will my SureForms ActiveCampaign, MailerLite, and webhook integrations keep firing? Yes. SureForms continues to push submissions to every connected destination. SourceLoop captures attribution in parallel without intercepting any of your outbound flows. ### Can I track SureForms used on a SureCart checkout or upsell flow? Yes. As long as the page hosting the form (whether it's a SureCart checkout, upsell page, or standalone landing page) loads the SourceLoop snippet, submissions get attributed normally.