Getting Google Analytics to measure conversions correctly on a Wufoo or SurveyMonkey form embedded into your website can be a challenge. Phil Craig explains how it can be done in a few simple steps.
If, like Mezzo Labs, you love the capabilities of Wufoo to collect Contact Us forms, you may not have loved the fact that you can’t easily track the submissions using Google Analytics. This means that it becomes harder to attribute your leads back to the original marketing source. This didn’t sit right with us, like having a coffee without caffeine or the World Cup without the Italians.
Wufoo announced in May 2017 (May 4th to be exact, for all you Star Wars fans out there):
Get in! Job done. We can all rest easy. A ‘helpful’ GIF in their blog shows us how to set it up, a few clicks and it’s done. I’m not going to show you that because I know the lazy amongst you will see the GIF and ignore everything I’m saying, blah blah blah, are you listening?
Unfortunately, this new feature uses Classic GA, which as far as I’m aware doesn’t constitute as ‘new’. I genuinely don’t understand why they’ve decided to add this feature this year and haven’t used Universal Analytics.
The problem: old vs new GA
Back to the problem at hand…
Why didn’t Wufoo’s integration work for us? Simple, our tracking code is linked to send data via analytics.js and Wufoo’s form was sending stuff via the ga.js library, effectively sending it nowhere. It was integrated with Google Analytics, but not ours, or anyone else’s. The real problem is, it says nowhere that this is the old version of the tag, as you really wouldn’t expect it to be anything other than Universal Analytics.
The solution in 3 easy steps
Enough complaining, how do we fix this thing?
This will take three steps:
- Set up a confirmation page – make sure you can’t access this via Google or any other obvious paths.
- Redirect the form submission to go to the thank you page.
- Remove Wufoo as a referrer otherwise all conversions will come from there, instead of the source we wish to see.
If you know how to do all that without explanation, off you go.
If you don’t know how to do that, let’s go for it.
The 3 steps in detail
- I can’t really help you with the first step as I don’t know how your site is set up. Whoever deals with your site’s content will have to make sure you have a beautifully formatted and presentable destination confirmation page. They will also need to make sure it’s not indexed by Google, as you could land on the page directly. In an ideal world, you couldn’t refresh the page either, as we might get multiple counts of goals if they refresh their page after the session has ended due to inactivity.
- Go to your Wufoo admin section and select the ‘Form Settings’ inside the form you wish to edit. Definitely uncheck ‘Enable Analytics Tracking’ if it is currently checked. Then on the ‘Confirmation Options’ select ‘Redirect to Website’ and place the URL of the confirmation page in there, like so:Save your form and now when your prospects click ‘submit’ on the form, they will be taken to the thank you page, instead of reloading the form with thank you text.
- Now, you need to go your Google Analytics admin section and exclude Wufoo as a referrer. You will need to know what your individual referrer is for this, as there isn’t a generic referrer. You can find this by logging into your Wufoo account and noting the subdomain you are on in the search bar. In our case our domain was https://mezzomarketing.wufoo.eu.
An alternative to step 3
An alternative to this is to actually fill out a form, submit it and on the confirmation page open the console (Ctrl, Shift and I in Chrome) and put document.referrer directly in the console… and you will get your answer.
Now, you’ve got this, go to admin>property (select which property it relates to) > tracking info > referral exclusion list
Then click ‘Add Referral Exclusion’ and put your Wufoo referrer in, like so:
Save and you’re done.
For your information, when the referral exclusion is added, the referrer will show up as the last non-direct source.
Finally, test it works
Do all testing in incognito mode as you may find that, if you’ve already gone via the Wufoo form to test it’s working in the first place, the referrer will still be associated to you in GA. If you don’t like the shame of going incognito, clear your cookies instead.
I used the Google Tag Assistant recorder for testing too. It means you can see if the referral exclusion has worked or not. There is an excellent example of how it works here.
And that’s it. If you’ve followed those easy steps, you should be rocking and rolling. Over and out.
To learn more about tagging your WordPress site with Google Analytics and Google Tag Manager, see this blog post