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In the digital age, understanding your users and effectively segmenting your audience are critical to successful marketing. When a user submits a form on your website, the data you collect and send to your Customer Relationship Management (CRM) system can provide valuable insights into your audience’s behavior and preferences. In this post, we’ll explore the essential information to capture during form submissions and explain why each piece of data is crucial for segmentation and user understanding.

Key Information to Collect When a User Submits a Form

1. Source

What It Is:
The origin of your traffic, identifying where the user came from before arriving at your site (e.g., direct, organic search, referral).

Why It’s Important:
Understanding the source helps you determine which channels are most effective in driving traffic to your forms. This insight allows you to allocate marketing resources effectively and identify the most valuable traffic sources.

2. Medium

What It Is:
The broad category of traffic, such as email, social media, or paid search, that led the user to your form.

Why It’s Important:
Knowing the medium helps you understand the types of marketing efforts that are working best. It can guide your strategy for different campaigns and optimize your approach for each channel.

3. Campaign

What It Is:
The specific marketing campaign or promotion that brought the user to your form, usually identified through campaign tags or parameters in URLs.

Why It’s Important:
Tracking the campaign provides insights into which specific marketing efforts are generating form submissions. This data is invaluable for evaluating the effectiveness of individual campaigns and planning future marketing activities.

4. Page Where the Form Was Submitted

What It Is:
The URL or identifier of the page on your website where the form was filled out and submitted.

Why It’s Important:
Identifying the submission page helps you understand the context in which users are engaging with your forms. It can highlight which pages are most effective at converting visitors and which may need optimization.

5. Referrer

What It Is:
The URL of the site that referred the user to your form page, indicating the previous site or page visited.

Why It’s Important:
The referrer helps you track the path users take to reach your form, providing insights into user journeys and potential referral sources. This data can reveal partnership opportunities and areas for improving user flow.

6. Date and Time

What It Is:
The specific date and time when the form was submitted.

Why It’s Important:
Capturing the date and time of submission allows you to analyze trends over time. This can inform you about peak submission times, seasonal patterns, and the timing of your marketing efforts.

7. Device Type

What It Is:
The type of device used by the user when submitting the form, such as desktop, mobile, or tablet.

Why It’s Important:
Understanding the device type helps you tailor your forms and marketing efforts to different devices. This can enhance the user experience and improve conversion rates across platforms.

8. Geographic Information (Country and City)

What It Is:
The user’s geographical location at the time of form submission, typically identified by IP address.

Why It’s Important:
Geographic data allows you to segment your audience by location, understand regional preferences, and tailor your marketing strategies accordingly. It can also help in targeting location-specific campaigns and understanding market demand in different areas.

Why This Information Matters for Segmentation and Understanding Users

Enhanced Segmentation

Collecting detailed information during form submission enables you to segment your audience more effectively. You can group users by source, medium, campaign, location, and device, creating targeted marketing strategies for each segment. This leads to more personalized interactions and higher engagement rates.

Informed Decision-Making

With comprehensive data, you can make informed decisions about your marketing strategies. Understanding which sources and campaigns drive the most conversions allows you to optimize your budget and efforts, focusing on what works best.

Improved User Experience

Knowing the devices and locations from which users submit forms helps you enhance the user experience. You can ensure your forms are optimized for different devices and tailor your content to meet regional preferences and needs.

Trend Analysis

Tracking the date and time of form submissions allows you to identify trends and patterns over time. This can inform your marketing calendar, highlight peak engagement periods, and help you plan campaigns more effectively.


Capturing the right information when users submit forms on your website is essential for understanding your audience and improving your marketing strategies. By sending data such as source, medium, campaign, submission page, referrer, date, device, and geographic location to your CRM, you gain valuable insights that enhance segmentation and user understanding.

By leveraging this data, you can create more targeted and effective marketing campaigns, improve user experience, and drive higher conversion rates. Implement these best practices today and take a significant step toward a more data-driven and customer-centric approach to marketing.

Ready to optimize your form submissions? Contact us for more information about integrating our solutions with your CRM and boosting your marketing effectiveness!

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Collecting detailed data at the time of form submission is not just about capturing leads; it’s about understanding your users and creating a more engaging and effective marketing strategy. Embrace these practices to turn every form submission into a valuable insight for your business.

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