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Revenue First Analytics records every successful submission from 11 form plugins as a form_submit event, with no setup: Contact Form 7, WPForms, Gravity Forms, Fluent Forms, Elementor Pro Forms, Formidable Forms, Ninja Forms, Forminator, Jetpack Forms, Divi and Bricks. Each lead is linked to the visitor’s session and channel. Name and email are stored only with consent or in Full tracking; the message is never stored.
Which form plugins are supported?
| Form plugin | What counts as a submission |
|---|---|
| Contact Form 7 | A submission that passed validation, whether or not the email was sent. |
| WPForms (Lite and Pro) | A completed submission. Spam is skipped. |
| Gravity Forms | A saved entry that is not marked as spam. |
| Fluent Forms | A saved entry that is not marked as spam. |
| Elementor Pro Forms | A submission that passed validation, honeypot and reCAPTCHA. Requires Elementor Pro. |
| Formidable Forms | A saved entry. Drafts, repeater child entries and entries created in wp-admin are skipped. |
| Ninja Forms | A completed submission. Builder previews are skipped. |
| Forminator | A completed submission. Spam, drafts and previews are skipped. |
| Jetpack Forms | A saved feedback entry that Akismet did not flag. |
| Divi | The Divi contact form module (theme or Divi Builder plugin), after validation and captcha. |
| Bricks | The Bricks form element, when the form returns a success response. |
The plugin detects these automatically when the form plugin is active. There is no toggle to turn form tracking on or off in Settings; it follows the main “Enable tracking” setting. Where a form plugin can fire its completion hook twice for one submission, the integration counts it once.
What is recorded for each submission?
| Data | Stored |
|---|---|
| Form ID, form name and form plugin | Always. |
| Visitor ID, session ID and the page the form was on | Always, so the lead links to its channel, referrer, campaign and landing page. |
| Submitter’s email and name | Only for identified visitors: Consent mode after statistics consent, or Full tracking. Never in Privacy mode. |
| Message, phone number, uploads, every other field | Never. |
Privacy mode, Consent mode and Full tracking are the three tracking modes chosen in Settings; see Choosing a Privacy Mode. A lead recorded without name and email still counts in goals, funnels and the Converted tab, it only lacks a contact.
How are the name and email fields detected?
You do not have to name your fields in a particular way. Where the form plugin reports a field type (email, name, first name, last name), the plugin uses that type. Otherwise it looks at the field labels and names, ignoring case, punctuation and required markers such as “*”:
- Email: the first field whose label contains “mail” and holds a valid email address, or failing that any field holding a valid email address. Stored in lowercase.
- Name: a field labeled Name, Your name, Full name, Fullname or User name. If there is none, the first name (First name, Firstname, Fname, Given name) and last name (Last name, Lastname, Lname, Surname, Family name) fields are combined.
Where do form submissions appear?
Open Rev Analytics and go to the Conversions card:
- Converted tab: every lead is listed with a “Lead” badge next to the name, the form name in the Detail column, the Channel and Source of the session, and the Date. The Value column stays empty for leads. When the period has both purchases and leads, the pills All, Purchases and Leads filter the list.
- Lead submission drawer: click a lead row to see Name, Email, Submitted date and the Page it was sent from, with a button “View full visitor journey” that opens the visitor’s timeline.
- Visitor timeline: the submission appears as “Triggered event: form_submit” between the pageviews, so you can see what the person read before and after.
- Goal tab: a goal on
form_submitshows completions and completion rate, and follows the dashboard filters, so you can compare lead rates per channel or country.
The timeline and the Converted tab are described further in Visitors, Realtime and the Visitor Timeline.
How do I use a submission as a goal or funnel step?
The event name is form_submit for every supported plugin and every form. No goal is created for it automatically, so add one: in the Goal tab click Add goal, choose the type Custom event, enter form_submit as the Event name and click Create goal. In a funnel, use form_submit as the Event name of a step, for example after a scroll_goal step on your pricing section. The goal and the step count all forms together; there is no per-form filter in the editor.
Step-by-step instructions are in Creating Goals and Building Conversion Funnels.
How is a lead attributed to a channel?
A channel is the traffic group of a session, such as Organic search, Paid search, Organic social, Referral or Direct, derived from the referrer and UTM parameters. The Converted tab shows the channel and source of the session in which the form was submitted. This differs from orders, which are attributed to the buyer’s first touch, the first visit the plugin recorded for that visitor; see How Sales Are Attributed to Traffic Sources.
If the tracking script was blocked and the visitor has no session, the submission is still recorded and still counts in goals, but its channel shows as Direct and the source is empty.
Privacy notes
- Nothing from the message is kept. Only the form name, the plugin, and (with consent) the name and email are stored. Phone numbers, messages, addresses and uploads never reach the analytics tables.
- Privacy mode stores no personal data. Leads are counted and attributed for the same day, but without name or email.
- Access and erasure requests cover leads. The Data subject requests panel in Settings finds leads by email, and WordPress’s Tools, Export Personal Data and Erase Personal Data include them. See Handling GDPR Access and Erasure Requests.
- Retention applies. Form events are deleted with the rest of the events after the data retention period set in Settings (365 days by default).
- Excluded administrators are not recorded, so your own test submissions will not appear while “Exclude admin users” is on and you are logged in.