A surprising number of businesses don’t know how many enquiries their website generates each month, or if they do, they don’t know where those enquiries are actually coming from.
They know traffic is up, and they know rankings have improved. They might even know that more people are spending time on the site. The problem is that none of those things automatically mean a business is getting more customers.
If your website relies on contact forms to generate leads, tracking submissions in Google Analytics should be one of the first things you set up.
The reason is simple. A contact form submission is usually a sign that somebody has moved beyond casual browsing. They’ve reached the point where they’re prepared to start a conversation. Without tracking that action, it’s difficult to know whether your marketing is attracting potential customers or simply attracting visitors.
This becomes even more important when you’re investing in SEO.
When it comes to SEO, most businesses want more traffic, which is understandable. The trouble is that traffic on its own can be misleading. A page ranking at the top of Google looks great in a report, but if nobody coming through that page ever gets in touch, what’s the point?
The opposite can also happen. A service page might only attract a few hundred visitors a month, but it consistently produces enquiries. When that happens, the page is almost certainly worth more to the business than a blog post attracting thousands of visits and very little engagement.
Tracking actions on a website, and specifically contact forms, helps to reveal that difference.
It gives context to the numbers you’re already looking at. Instead of seeing that a page attracted 500 visitors, you can see that it generated eight enquiries. Rather than knowing that organic traffic increased by 20%, you can find out whether enquiries increased too.
When you have this data, you can start to notice patterns. Certain pages seem to generate more leads, and particular search terms attract visitors who are more likely to enquire. Some marketing activities look less effective once actual conversion data is taken into account – if you’re running a Facebook Ads campaign but no one who clicks onto your website is actually going on to enquire with you, for example, you can be pretty sure you’re wasting your budget.
Without form tracking, a lot of these insights simply aren’t available.
At Engage Web, we set up goal and conversion tracking as standard with both our website builds and SEO campaigns. We want our clients to see more than just traffic figures. By tracking actions such as contact form submissions and phone call clicks, we can show exactly where enquiries are coming from and which marketing activity is helping to generate them. If you’d like a clearer picture of how your website is performing, get in touch with our team today.
- Why you should track contact form submissions in Google Analytics - August 20, 2026
- Research finds AI chatbots providing incorrect info on UK retailers - July 27, 2026
- What is a service page? - July 23, 2026
