Form Tracking Basics

CallRail’s Form Tracking product helps you stay organized and on top of every form submitted to your website. Each time a customer fills out a form, we’ll capture the contents of that form and instantly alert you by phone call, text message, or email so you can increase your lead conversion rate. To check if your account is subscribed to Form Tracking, use our help article to see or change your pricing.

Before tracking your forms, you’ll need to install the JavaScript snippet on every page of your website. This script is company-dependent in your account.

Track Existing Forms 

Each company in your account has its own setup for external form tracking. Use these instructions for each company where you'd like to track a form you've created outside of CallRail.

  1. Click the Settings icon on the left navigation bar.

  2. Choose the company where you’d like to track forms.

  3. Choose External Forms from the Forms & Chats header on the left.

  4. Choose to capture forms on all pages, or choose to capture forms on only certain pages. For each page you’d like to track, click + Add Page. Be sure to include the domain for the URLs you enter here (for example, you'll want to enter "" instead of "/contact").

  5. Decide if you'd like to exclude form submissions from certain sources from capture. Form submissions can be captured from all visitors, visitors from PPC searches, or visitors sourced from Google Ads. 

  6. If there are certain fields in your form where you don’t want to collect information, you can add "Ignored Fields" to your settings. This will prevent these fields from showing in your CallRail reports and in any alert you receive. Click + Add Field, and enter the fields you'd like to exclude.

  7. Click Activate to start tracking existing forms on your website.

Create a Form 

If you don't have a form on your website or you'd like to build a new one, you can use CallRail's custom form builder. This will also give you more flexibility for reporting on your forms in CallRail. 


Create a form using CallRail's form builder

Correlating Forms with Keywords

Once your form tracking is set up in CallRail, there is an optional step you can complete to see your keyword data reporting alongside your forms. These keywords display on your Form Activity dashboard, as well as in your customer's timeline.

Learn more about Form Analytics in this help article

In order for CallRail to capture this keyword data for your forms, you'll set up your third-party tracking templates to use the "keyword={keyword}" parameter (just like we recommend for your call tracking templates).

This help article outlines how to add this parameter to your Google Ads account


Why aren’t my forms showing in CallRail?

If you're using external form tracking, use this help article to troubleshoot your form tracking setup

What if there are some forms I don't want to capture in CallRail? 

If you're using external form tracking and there are some forms you don't want to capture in CallRail (for example, a form for existing clients only), go to the Tracking tab, navigate to External Forms and select "All except the following pages:" to exclude forms from those web pages from being tracked in CallRail. 

I have multiple forms on one page, and only want to capture data from one form. How do I exclude a form from being tracked in CallRail?

This is possible with the help of HTML markup. Check out our API docs on how you or a developer can set this up:

HTML Markup for Form Submissions

Can I track multi-page forms?

Unfortunately, not at this time. We receive form submissions on a per-page basis and multi-page forms don't submit fully for each page.

Can I exclude fields from form submissions? (For example, to hide sensitive payment information.) 

CallRail's Form Tracking product will automatically exclude sensitive information, and we don't capture or store passwords or credit card information in your form submissions or our database.

By default, fields whose input is any of the following types will be automatically blocked: cccvccardnumber, cardnum, card-number, creditcardcredit_cardcredit-cardccnumbercc_num, or ccnum. We'll also block input when the label of the field is either "credit card" or "card number".

The capture of password fields will be blocked when the input is "password".

If there are other specific fields on your form that you'd like us to exclude from your reports, notifications, and activity log, follow these instructions:

  1. Click the Settings icon on the left navigation bar.

  2. Choose the company where you'd like to edit a form.

  3. Choose External Forms from the Forms & Chats header.

  4. Click Ignored Fields.

  5. Click + Add Field and enter the names of the form fields you'd like to exclude. This will prevent these fields from showing in your CallRail reports and in any external alert you receive. 

Is form tracking HIPAA compliant? 

Yes, our form tracking follows the same HIPAA compliant policies as our call tracking, but it requires a particular setup to make sure your account is in our system as a HIPAA account.

How to transition your account to HIPAA compliant