Track campaigns and conversions from the contact form
If you pay for ads, you want two answers: which campaign each enquiry came from, and how many enquiries each campaign produced. The contact form gives you both without extra setup. Every enquiry records where the visitor came from, and the widget tells your analytics tools when a form is shown and sent.
What every enquiry records
| Recorded | Where it comes from |
|---|---|
| Page | The address of the page the form was sent from |
| Referrer | The page the visitor came from, as reported by the browser |
| UTM source, medium, campaign, term, content | The utm_ parameters in the page address |
| Meta click id | The fbclid parameter Meta adds to ad links |
| Google click id | The gclid parameter Google Ads adds to ad links |
You see these on the contact's timeline under the enquiry, and you filter the Contacts list by UTM source, UTM medium and UTM campaign.
A campaign, step by step
Say you run a Meta campaign for autumn swimming lessons.
- Create a page on your website with the contact form and a short pitch. Keep the form to a name, email or phone, and one question such as Child's age.
- Point the ad at that page with UTM parameters in the link, for example
https://www.example.com/swimming?utm_source=meta&utm_medium=paid&utm_campaign=autumn-swimming. - In the form configuration, set the Contact owner to whoever follows up, add a Label such as Autumn 2026, and switch on Create a to-do for each enquiry. See Set up a contact form.
- Launch. Each enquiry arrives as a contact with
utm_campaign = autumn-swimming, the label, an owner and a to-do. - In Clients → Contacts, filter by UTM campaign to see the campaign's contacts and how many are Converted. That is your cost per enquiry and per client, next to the ad spend in Meta.
The same works for Google Ads, newsletters and partner links. Anything that can carry utm_ parameters in its link is attributed.
When the visitor arrives on one page and sends the form on another
Campaign parameters are read from the address of the page where the form is sent. If the ad leads to your home page and the visitor sends the form from your contact page three days later, the parameters are gone by then.
Switch on Remember where the visitor first came from in the form configuration. The widget then stores the campaign parameters in the visitor's browser the first time it loads with them, and attaches them to the enquiry later. The first campaign wins. Choose how long to remember them with Remember for (days), 1 to 90. Only the campaign parameters are stored, no personal data.
Two things to know:
- This stores data in the visitor's browser, which most cookie consent managers treat as marketing tracking. Turn it on only if your website asks for that consent.
- Parameters are captured only on pages where the contact form is embedded. If your ads land on a page without the form, put the form there too, or link the ad to the page with the form.
Tag enquiries with a hidden field
Hidden fields let you attach information to an enquiry without asking the visitor. Create a custom contact field, add it to the form, mark it Hidden and choose where its value comes from.
One form, several location pages. Create a field location, source Embed code attribute, source name location. On each page, add the value to the embed code:
<div data-zooza-widget='contact' data-zooza-id='YOUR_WIDGET_KEY'
data-zooza-field-location='london'></div>
Every enquiry now carries its location, and each manager filters Contacts by their own.
A campaign variant that UTM does not cover. Source URL parameter with source name ref reads ?ref=flyer-spring from the page address. Print different links on different flyers.
A fixed value per configuration. Source Fixed value stamps every enquiry from that configuration, for example website on your main form and open-day on the form used at the open day.
Count enquiries as conversions in GTM, GA4 and Meta Pixel
The widget fires three events on the page. They go to Google Tag Manager's data layer, to GA4 and to Meta Pixel, whichever of them is already installed on your website. There is nothing to set up in Zooza and nowhere to paste a pixel. If your site has no tag manager, the events do nothing.
| Event | Fires when |
|---|---|
zooza_event_contact_form_view | The form is shown to the visitor, once per page load |
zooza_event_contact_form_submit_start | The visitor clicks send and the form passes validation |
zooza_event_contact_form_submitted | Zooza has accepted the enquiry, just before the thank-you message or the redirect |
Use zooza_event_contact_form_submitted as your lead conversion. Each event carries zooza_contact_form_id, the number of the configuration, so you can tell forms on different pages apart. No name, email, phone or message is ever included.
- Google Tag Manager: create a Custom Event trigger with the event name and attach your GA4 event tag or Google Ads conversion tag to it.
- GA4 with gtag: the event arrives as a custom event of that name. Mark it as a conversion in GA4.
- Meta Pixel: the event arrives as a custom event of that name. In Events Manager, create a custom conversion from it, or map it to the standard Lead event.
If the configuration redirects the visitor to a thank-you page, the redirect happens right after the event fires. Tags that must fire on the conversion should use the event trigger, not a page view of the thank-you page. This is the same mechanism the booking form uses; see Tracking conversions.
Spam enquiries fire the events too. Zooza gives spam the same thank-you response as a genuine enquiry so that bots cannot tell the difference, and the widget cannot tell either. Expect a small gap between conversions counted on the page and contacts in Zooza.
Marketing consent
Attribution tells you where a contact came from. Consent tells you what you may do next. Give one of your contact form consents the category Marketing in Consents & Agreements, add it to the form, and every contact who accepts it shows Marketing consent: Yes with the date. Contacts who did not accept it should not receive newsletters, however they found you.