Track contact form conversions

A contact form becomes a measurable goal when visitors land on a fixed thank-you page after sending it. That works on any stack. PureMetrix counts this conversion without setting a cookie.

Recommended approach

After a successful submit, send visitors to /thank-you/ (or a similar page). In PureMetrix, create a goal for exactly that path. Goals based on button clicks tend to break as soon as someone changes the form’s design.

Form plugin notes (WordPress)

Contact Form 7, WPForms, Gravity Forms, Fluent Forms, and similar plugins can send visitors to a confirmation page. Use that option. Do not rely only on the small “message sent” notice if a redirect is possible. The plugin’s Form Submissions option also records submits automatically, but it counts every attempt—including ones your form later rejects.

Setup steps

Install PureMetrix (WordPress plugin, or the HTML snippet on any other host) and connect the site.
Create a thank-you page. If it should not appear in Google, set it to noindex.
In your form tool, set the confirmation to redirect to the thank-you page.
In PureMetrix, open Site settings > Goals, click Add goal, choose Page visit, and enter the thank-you page path.
Send a test message from a private browser window (or with a user role that is not excluded from tracking).
Check that the goal shows up in the dashboard.

Administrators are excluded from tracking by default, so your own tests do not count as enquiries—keep it that way.

Spam

A sudden jump in goals with nonsense messages is spam, not real demand. Tighten your captcha or spam filter; do not celebrate a higher "conversion rate" that bots created.

Thank-you pages beat click tracking

Contact Form 7, WPForms, Gravity Forms, and Fluent Forms can redirect after a successful submit. A PureMetrix goal on that page keeps working when the form’s design changes, which often breaks button-click tracking. Keep the thank-you page simple and set it to noindex if it should not show up in search results.

Success messages without a new page are fragile. If you must use them, send a PureMetrix custom event only after the server has accepted the message—not when the button is pressed.

Spam and your own tests

Goal spikes with nonsense messages are spam. Fix your captcha or moderation before you celebrate the conversion rate. Exclude admin roles so editors testing forms do not create fake enquiries. Where possible, let UTM parameters carry over through the redirect so the campaign stays visible.

Settings in your form plugin

Set up the redirect in the form plugin’s settings, not with custom theme code that breaks easily. If the plugin only shows a success message, check whether it offers a redirect after success. Goal setup is simplest when PureMetrix sees a normal page load of the thank-you page.

For forms in several languages, use either one thank-you page per language or one shared page—pick one approach and write it down.

Checking enquiry quality

Include spam scores from your form plugin in your weekly review. Analytics goals count submissions; your sales team cares about serious enquiries. If goals rise while fewer enquiries turn out useful, you are seeing spam or casual browsers, not a brilliant landing page.

Comparing with your CRM

Analytics goals count submissions; your CRM (customer database) counts accepted leads. Compare a sample every week. If PureMetrix shows far more goals than new CRM entries, check for spam, double submits, or thank-you page views without a real submission. If the CRM shows more, some forms probably skip the redirect.

Accessibility and thank-you pages

Make sure the confirmation page tells screen reader users that the message was sent, and does not trap them in a pop-up. A real thank-you page is simpler for accessibility and for PureMetrix goals.

Translate thank-you paths carefully on multilingual forms; a missing redirect for one language is a common reason goals go uncounted.

Blocked submits and honest numbers

If you limit how often a form can be sent, make sure failed attempts never reach the thank-you page. Only messages the server accepted should lead to the goal path. Also keep in mind that anyone who knows the thank-you URL can open it directly, so watch for goal spikes without matching messages.

Save a screenshot of the form’s redirect settings with your notes, so you notice quickly when a plugin update changes them.

Multi-step forms

Count only the final confirmation. Views of individual steps can go into an optional funnel; your main PureMetrix goal should stay on the successful submit, so half-finished forms do not look like finished enquiries.

For multi-step forms, fire the conversion only on the final success state, not on each step, or your funnel will look better than reality.