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.
On this page
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)
- WordPress admin access (or another way to edit
<head>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.
Add it to the <head> 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.phpjust before</head> - 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
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. Open a contact for the visitor’s complete pre-submission browsing timeline.
Attribution dashboard
For the channel rollup, app.sourceloop.ai/dashboards/traffic groups SureForms submissions by source, medium, and campaign so you can read what’s converting at a glance.
Funnel reports
In 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.
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 covers the wiring.
Frequently asked questions
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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.
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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.
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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 `<head>`, which Astra's "Header Scripts" option supports natively.
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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.
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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.
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