Zoho Forms can record where each form respondent came from, so you can see which campaigns, ads, and channels bring in real enquiries. Its advanced tracking code goes further than reading UTM parameters from a link. It also recognises Google Ads clicks, and works out the source from search engines and referring websites when no tracking parameters are present. This article explains how it works, where to place it, and what to watch out for.

Add the advanced tracking code to your website

1. With tracking enabled and your tracking parameters defined, click Get Tracking Code under Website Tracking.
2. In the pop-up, copy the code shown under Advanced Tracking Code.
3. Paste it into the footer of the web page where the form is embedded, just before the closing body tag.
4. When you share your website link, add your tracking parameters to the link so the source can be recorded.

What it tracks, in order of priority

The last two rely on the browser sharing where the visitor came from, which it may not always do, so treat them as a good estimate and not a guarantee. To capture the exact page a respondent came from, add referrername as a custom parameter in your tracking settings.

How it works behind the scenes

1. Once the page has finished loading, the script looks for a Zoho Form embedded in it.
2. When it finds one, it reads the stored values from the cookies.
3. It adds those parameters and values to the form's URL, so they arrive with the entry.

Cookies and consent

The script stores the values in cookies that Zoho categorises as marketing or tracking cookies.

Any custom parameters you define, such as utm_offer_id to track a promotion's offer code, are stored in cookies in the same way. By default these cookies expire after 7 days. The form owner can change that from 0 days up to infinite validity, and if you choose infinite, the cookies stay in the visitor's browser until the visitor clears them.

WordPress: exclude the form from lazy loading

If you embed the form in WordPress and use the Smush plugin to lazy load images, the tracking code will not work unless you exclude the Zoho Forms iframe from lazy loading. Do this by adding the class no-lazyload to the iframe when you embed it. For example, an iframe tag that starts with class equals no-lazyload, followed by the usual source link to your form.

Checking that it works

• Open your website through a link with test UTM parameters added, then submit the form.
• Check that the entry shows the source, medium, and campaign you used.
• Repeat with a link that has no parameters, to see how it records an organic or referral visit.
• If nothing is captured, confirm the code sits in the right place, the form is embedded on the same page, and a cookie blocker or lazy loading is not stopping the script.