pathfinder digital

Unlocking Business Growth with Form Tracking in GA4

20 November 2024 | Johari Lanng

Forms are where the magic happens on your website. Whether it's a contact form, a lead capture form, or a checkout process, this is where casual visitors transform into paying customers, loyal subscribers, or engaged leads. But here's the catch - most businesses have no idea how their forms are actually performing.

This is where form tracking in Google Analytics 4 (GA4) comes into play. By setting up custom measurements, you can gain deep insights into how users interact with your forms, where they drop off, and what you can do to improve conversions. Let's dive into the different types of custom form tracking you can implement in GA4 and why each one is crucial for business growth.

Form Start Tracking - Who's Interested but Hesitant?

Wouldn't it be great to know how many people start filling out your forms but never finish? That's what form start tracking helps with. It captures data on users who click into a form field but don't necessarily submit it.

When users click on a form field, it shows intent. They are at least interested in what you have to offer, whether it's signing up for a newsletter, making an inquiry, or completing a purchase. However, many users abandon the process before submitting. This could be due to various reasons, such as a lack of trust, a lengthy form, or an unclear call-to-action.

This behavior is clearly reflected in the data below. By breaking down form starts and completions across device types, we can see how user intent varies. While desktop users show a relatively high completion rate, mobile users are more likely to abandon the form partway - highlighting potential issues with mobile usability or user trust on smaller screens.

Form Name Device Type Form Starts Form Completes Completion Rate
Registration Form Desktop 80 56 70%
Registration Form Mobile 120 30 25%

Why it Matters:

  • Identify friction points - If lots of people start your form but don't finish, something might be scaring them off. This could be due to an intimidating number of fields or unclear instructions.
  • Gauge interest levels - This metric tells you if users are at least considering submitting their details. It can serve as a benchmark for potential conversions.
  • Test form placement - Are users even noticing your forms? A low form start rate might suggest your form is buried or unappealing.

Form Submit Tracking - The Holy Grail of Conversions

This is the metric everyone wants to see. A form submission means someone took the leap and decided to engage with your business. This could mean signing up for a newsletter, requesting a quote, or making a purchase.

It's not enough to simply track how many users land on a page containing a form. Form submission tracking helps you understand actual conversion rates rather than just page visits.

Why it Matters:

  • Measure success - This is a direct indicator of your website's effectiveness in converting visitors.
  • Optimize lead generation - Knowing how many people actually submit your form helps fine-tune marketing efforts.
  • Segment audiences - Identify where your highest-quality leads are coming from and double down on those channels.

Field Abandonment Tracking - Pinpointing the Drop-Offs

Imagine you have a ten-question form, and people keep dropping off after question four. Wouldn't you want to know that? Field abandonment tracking tells you exactly where users are bailing out of your forms.

Why it Matters:

  • Reduce friction - Find out which fields are causing users to leave and simplify them.
  • Improve user experience - Are users hesitating at the "Phone Number" field? Maybe they don't want to be contacted that way or they are having trouble with the format you are requesting.
  • Increase completions - By fixing problematic fields, you can boost overall submissions.

Time on Form - Are Users Struggling?

Some forms are quick and easy; others are long and intimidating. Tracking time on form helps you understand if users are breezing through or struggling to complete it.

The chart above shows time readings for a form with ten inputs. A time reading is made when users click or first put the cursor focus on a field. The increased time required for users to reach the "Address" field suggests users have a problem with the "Phone Number" input.

Why it Matters:

  • Spot inefficiencies - If users are spending too much time on a form, something might be confusing or cumbersome.
  • A/B test improvements - Try making changes and measure the difference in form completion times.
  • Improve user flow - A good balance ensures an optimal experience.

Partial Form Submissions - Capturing Leads Before They're Gone

Not everyone finishes what they start, but that doesn't mean they're a lost cause. With partial form submission tracking, you can capture data from users who don't complete the process.

Why it Matters:

  • Retarget potential leads - If someone starts filling out your form but leaves, you can trigger remarketing ads to bring them back.
  • Collect valuable data - Even if they don't submit the form, you may still capture useful details for follow-ups.
  • Diagnose why people don't complete forms - If you notice a high rate of partial submissions, there may be something stopping users at the last moment.

The Bottom Line: Track Forms, Improve Business

Forms are one of the most valuable elements on your website, but if you're not tracking how users interact with them, you're flying blind. GA4 allows you to go beyond basic submission tracking and uncover deep insights into user behavior.

By implementing custom form tracking, you can:

  • Reduce friction and improve completion rates
  • Optimize lead generation and customer acquisition
  • Fix usability issues that cost you conversions
  • Gain valuable insights into audience behavior

If your forms aren't converting the way you'd like, it's time to stop guessing and start measuring. Need help setting up custom tracking in GA4? Contact us, and we'll make sure you're getting the data you need to grow your business!