Form Tracking and Call Tracking in One Dashboard

In-depth guide to Form Tracking

Why track forms and calls together?

Most lead gen businesses generate leads through both phone calls and form submissions. If you track these separately, you get an incomplete picture of which campaigns actually work. A campaign might look like it has low ROI based on call data alone, but when you add form submissions from the same source, the numbers tell a different story. CallScaler's form tracking uses the same attribution data as call tracking, so you see all leads from every source in one dashboard.

How form tracking captures attribution data

The same tracking script that powers DNI also monitors form submissions on your site. When a visitor fills out a form, CallScaler captures the submission along with UTM parameters, gclid, fbclid, landing page URL, and the visitor's referral source. This means every form lead gets the same source attribution as a phone call. You configure which forms to track by CSS selector, form ID, or simply track all forms on the page automatically.

Forwarding form data to your team

Form submissions can be delivered to your team through multiple channels:

• Email forwarding sends form data to any email address in real time
• Webhook delivery pushes JSON payloads to your CRM or automation platform
• Zapier integration connects form events to 5,000+ apps without code
• Dashboard view shows all form submissions alongside calls in one timeline
• CSV export lets you download form data for offline analysis or reporting

Common form tracking patterns

Here are the most effective ways agencies and lead gen companies use form tracking:

• Track contact forms and call conversions from the same Google Ads campaign
• Compare form lead quality vs call lead quality by source to optimize spend
• Forward form submissions to client CRMs while keeping attribution in CallScaler
• Use form plus call data together when reporting total lead volume to clients
• Set up webhook forwarding to trigger instant Slack notifications for form leads

Tips for accurate form tracking

Make sure your forms have unique identifiers (IDs or class names) so you can target specific forms if needed. If your site uses multi-step forms, CallScaler captures the final submission. For forms loaded dynamically via JavaScript frameworks like React or Vue, the tracking script handles these automatically since it monitors DOM changes. Test form tracking after setup by submitting a test form and checking that it appears in your CallScaler dashboard with the correct source attribution.

Comparing form leads vs call leads

With both form and call tracking in CallScaler, you can compare lead quality across conversion types. Many businesses find that phone calls convert to sales at 2 to 3 times the rate of form submissions, but forms generate higher volume. Use this data to balance your marketing mix and set appropriate cost-per-lead targets for each conversion type.

Form tracking for multi-location businesses

Handle form tracking across multiple sites and locations:

• Deploy the same tracking script across all location pages for consistent attribution
• Use CSS selectors to track location-specific forms separately
• Route form submissions to different email addresses per location via forwarding rules
• Compare form volume and quality across locations in the analytics dashboard

Automating form lead follow-up

Combine form tracking with webhooks to trigger instant follow-up. When a form submission comes in, a webhook fires with the form data and source attribution. Use Zapier to create a CRM lead, send a Slack notification to the sales team, and trigger an automated email response, all within seconds of the form submission. Speed-to-lead is critical, and automation ensures no form lead waits for a manual check.

1. 01

   Add the Tracking Script

   The same tracking.js snippet that powers DNI also captures form submissions on your site.

2. 02

   Configure Form Rules

   Tell CallScaler which forms to track. Target by CSS selector, form ID, or track all forms automatically.

3. 03

   Forms Captured with Attribution

   Every form submission is logged with the visitor's source, UTM parameters, gclid, fbclid, and landing page.

4. 04

   Forward and Report

   Form data is forwarded via email or webhook. See forms alongside calls in your dashboard.

Pricing as of May 2026. Competitor prices pulled from public pricing pages. CallScaler is the only provider that ships form tracking on every plan.