Measure form conversions on your website

When a form sits on your own website, you can see which ad or campaign each request came from, count submissions as conversions in Meta, Google Ads or Google Analytics, and send customers to your own thank-you page after they submit.

What is it?

How to

Put the form on your website

Go to Forms and find a published form.
Click Embed code and copy the code at the top. It is one line that starts with <script.
Paste it into your website where the form should appear. Most website builders have a Custom HTML, Embed or Code block section for this.

The form fits its height to its content, so there is no scrollbar inside it.

Note: The code under Iframe code (legacy) is only for website builders that don't allow scripts. With it, campaigns and conversions can't be tracked and the form has a fixed height. If you added a form to your site earlier, replace that code with the new one to get tracking.

See which campaign a request came from

Add campaign tags to the links in your ads and newsletters, for example: https://www.yoursite.com/quote?utm_source=meta&utm_campaign=summer
When someone arrives through that link and submits the form, the tags are saved with the request.
Open the request under Forms → Requests. The tags are listed under Tracking. They are also included in the notification email you receive.

Google Ads and Meta add their own click IDs to your links automatically — you don't need to do anything for those.

Send customers to your own thank-you page

Open the form.
Under After submit, choose Redirect to a page.
Enter the address of your thank-you page. It must start with https://.
Click Publish.

Counting visits to that thank-you page in Google Analytics or Meta is the simplest way to measure conversions.

Count submissions with code

If your website developer prefers to record conversions with code, send them the developer guide: Embedding forms on your website. It explains the events your page receives when a customer submits, with ready-made examples for Meta Pixel and Google Analytics.

What do the fields mean?

Tracking (on a request)

Field	Meaning
Source	Where the visitor came from, e.g. meta or newsletter (`utm_source`).
Medium	The kind of channel, e.g. cpc or email (`utm_medium`).
Campaign	The campaign name (`utm_campaign`).
Keyword	The search keyword of a paid search ad (`utm_term`).
Ad content	Which ad or link was clicked (`utm_content`).
Google Ads click ID / Meta click ID / Microsoft Ads click ID	Added automatically by those ad platforms.
Page	The page on your website the form was on.
Came from	The page the visitor came from, such as a search engine.

After submit

Option	What the customer sees
Show thank-you message	Your thank-you message and the request's reference code. You edit the message under Settings in the preview.
Redirect to a page	Your own page. You can add `{referenceCode}` and `{formName}` to the address to pass on the reference code and the form's name.

Good to know

Only the campaign tags in the table above are saved. Anything else in the address is ignored, so personal details in a link are never stored.
If your website moves visitors to another address when they arrive (for example from yoursite.com to www.yoursite.com) and drops the tags on the way, they can't be saved. Open one of your tagged links and check that the tags are still in the address bar.
Tags also work on the form's own share link.
A redirect works on the share link and with the script embed code. With the older iframe code, the thank-you message is shown instead.
A request without campaign tags works exactly as before; it just has no Tracking section.