The most common reason for measuring a form’s input fields through a web analytics tool is to identify which fields are causing your traffic to exit your website before completing the conversion process. Users might be discouraged to continue filling out the form due to certain fields not displaying properly, or because certain fields imply privacy issues by requesting sensitive data.

However, there are other reasons for tracking your landing page’s input fields. Accurate bounce rate measurement is a metrics that is too often neglected by web marketing professionals, and that could be easily achieved by tracking your form’s input fields.

In tools such as Google Analytics, a user who starts filling out your landing page’s contact form but leaves before completing the conversion process will be counted as a bounce. That’s because Google Analtyics counts as bounces all the visits that did not interact any further after landing on your website (i.e: users that didn’t click on any links or events). So by measuring your landing page’s form fields as Google Analytics events, you can actually get much more accurate bounce rate data in Google Analytics, since visitors who start interacting with form fields that trigger GA events will not be counted as bounces.

 

The following tutorial assumes you’ve already installed Google Tag Manager on your website. If you need help with the basic GTM installation, please refer to Google’s tutorial.

 

First, make sure all the Google Tag Manager Built-in Variables are enabled under the Clicks section, especially Click ID which is the one we are going to use here.

 

Then in the Trigger Menu, create a new Trigger as follows:

 

You should make sure that the trigger is only fired when the ClickID matches your website’s form input ID for that particular field (email in the case above). To find out the input IDs in your form, simply locate your input fields in the form’s HTML source code and copy/paste that value back to GTM.  Make sure you create a separate trigger for every form field you wish to monitor as an event in Google Analytics.

 

You should then create a new tag under the Tag menu, and configure it as follows:

 

Remember to configure the Label field with the variable {{Click ID}} so that GTM will dynamically generate events labelled with the form’s InputID values that you previously inserted under the Trigger menu. For each and every form InputID you wish to monitor in Google Analytics, you need to make sure the corresponding Trigger has been added in the Fire On step (step 4 in the above screenshot).

 

Once you've collected enough information through Google Analytics, your events flow charts should start looking like this.

 

 

The event's flow chart is one of GA's most amazing tools because, once correctly configured, it can tell you the input fields that are causing your visitors to abandon the conversion process. By looking at the chart above, it's easy to determine the fields that caused users to leave the website by observing the size of the red stripes which indicate the abandon rate of each particular event.