How to Track External Website Form Submissions and Page Views in Your CRM

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If your business uses a central CRM but still runs forms or funnels on other websites, you can capture those leads and page views without rebuilding everything. This guide shows how to set up external tracking so form submissions and page visits from websites or funnels not hosted inside the CRM flow into one place. We explain what to install, how to verify it, common pitfalls, and a checklist you can use right now.

Why external form tracking matters for growing businesses

When we scaled our business, we relied on a mix of landing pages, partner sites, and legacy funnels. That created two problems: leads were scattered across inboxes and spreadsheets, and follow-ups slipped through the cracks. External tracking solves both by routing external form submissions into the CRM so we get timely notifications, unified contact records, and accurate source data.

Benefits for businesses like ours:

• Centralized contacts so sales and support see the same lead history.
• Accurate attribution to know which pages and campaigns drive leads.
• Faster follow-up via automated workflows triggered by form submissions.
• Fewer tools to manage because external data flows into the system we already use.

How external tracking works in plain language

The platform provides a small tracking script you paste into any external page. When someone submits a form on that page, the script listens for the submission, reads the form fields (like name and email), and sends that data to the CRM. It can also record page views so you know which external pages visitors saw before submitting.

You remain in control. The script only works on pages where you install it, and the CRM shows a record of external submissions separately so you can cleanly review and map incoming fields.

Step-by-step setup checklist

Use this checklist as we did. Treat the tracking script like a small helper that needs a proper place to work.

1. Generate the tracking script in the CRMMost CRMs expose a small snippet in account or sub-account settings labeled tracking code or external tracking. Copy the script for the account where you want contacts to land.
2. Paste the script into every external pageInsert the script before the closing body tag on each page that hosts forms or funnels. The exact location varies by site builder; look for settings named tracking code, head & body scripts, or similar.
3. Confirm the script is presentOpen the page, right-click, and choose inspect. Search the HTML to verify the script appears before the closing body tag.
4. Ensure form structure is standard HTMLThe form must use a proper <form> element with input fields and a submit button. Avoid nonstandard widgets and iframes where possible.
5. Include an email input fieldThe CRM typically needs an email field to create a contact. Use an input with type="email" and a clear name or id attribute.
6. Map custom fieldsExtra fields like phone, company, or product interest can be brought in if you create matching custom fields in the CRM so incoming data maps cleanly.
7. Test by submitting the formFill out the external form and submit. Then check the CRM's external submissions area to confirm the lead arrived and fields matched.
8. Troubleshoot if necessaryIf the contact does not appear, review the troubleshooting checklist below.

Example: Minimal compatible HTML form

A simple, compatible form uses a form element, named inputs, and a submit button. Place the tracking script on the same page.

<form action="/thank-you" method="post">
  <label for="name">Name</label>
  <input type="text" id="name" name="name" required />

  <label for="email">Email</label>
  <input type="email" id="email" name="email" required />

  <label for="phone">Phone</label>
  <input type="tel" id="phone" name="phone" />

  <button type="submit">Get Started</button>
</form>

Field mapping: make extra information useful

We set up custom fields for product interest, referral source, and campaign so leads arriving through external forms landed in the right place. Without mapping, extra fields often appear as unstructured text and require manual work.

Practical tips:

• Name fields: Use distinct names like first_name and last_name when possible.
• Email: Ensure input type="email" and name="email". This is the key field for contact creation.
• Custom values: Mirror the CRM field names to simplify mapping.
• Hidden fields: Use hidden inputs for campaign IDs or source tags so attribution arrives with the lead.

Verifying installation and testing submissions

Verification is straightforward and fast. We do three checks after installing the script.

1. HTML inspection: Use your browser inspector to confirm the script exists before the closing body tag.
2. Submit a live test: Fill out the form with a test email you control and submit.
3. Review external submissions: In the CRM, open the external submissions or tracking area to see the incoming record and page view data.

If the test lead appears, try variations like non-email inputs or additional fields to ensure mapping behavior is consistent.

Troubleshooting common issues

We ran into a few hiccups early on. Here are the most common causes and how we resolved them.

Form not sending leads

• Missing or malformed form tags: The form must be wrapped in <form> and closed properly. Fix any syntax errors in the HTML.
• No email input: Add an input with type="email" and name="email". Without an email address, the CRM may not create a contact.
• Form inside an iframe: Many tracking scripts cannot read inside iframes. Move the form to the parent page where possible.

Fields not mapping correctly

• Names do not match CRM fields: Rename form inputs to match CRM field names, or create matching custom fields inside the CRM.
• Unexpected formatting: Phone numbers or dates may require consistent formats. Standardize on a single format where possible.

Page views not recording

• Script not installed on all pages: Confirm the tracking snippet is on the page you expect to track.
• Cached pages: Clear server or CDN caches after installing the script so visitors load the new code.

Third-party builder limitations

Some site builders hide where scripts must be pasted or restrict script execution. If you cannot find a place for the body script, search your builder settings for "tracking code" or "custom scripts" areas and paste into the body section. If the builder blocks body scripts entirely, consider embedding the form HTML into a page that accepts scripts.

Security and privacy considerations

Since you are collecting contact information, treat privacy responsibly.

• Consent: Include clear consent language and a checkbox if required by regulations.
• HTTPS only: Ensure external pages use HTTPS so data transmits securely.
• Data minimization: Only collect what you need to follow up and qualify leads.

How we organized follow-up workflows

Once external leads started coming into the CRM, we built simple, reliable automations that reduced missed opportunities.

• Immediate acknowledgement: Send an automated email or SMS to confirm receipt.
• Lead scoring: Tag leads based on source and form responses so sales knows priority.
• Task reminders: Create a follow-up task if no action occurs within 24 hours.
• Reporting: Track lead sources and page views to decide which external pages to invest in.

Common misperceptions we corrected

During setup, a few assumptions slowed us down. Understanding these upfront saved time.

• Assuming third-party forms always integrate: Not all tools expose standard HTML forms. The tracking approach works best with standard form markup.
• Thinking the script must be in the head: It should be placed before the closing body tag for the best compatibility with most site builders.
• Believing all fields will auto-map: Custom fields require mapping in the CRM to land properly.

Implementation checklist for a quick launch

Use this condensed checklist when you want to implement in one hour.

• Generate tracking script in the CRM account.
• Paste script before closing body tag on each external page.
• Confirm the page includes a standard <form> with an email field.
• Create corresponding custom fields in the CRM for any extra inputs.
• Submit a test lead and validate it appears in external submissions.
• Set up an auto-response and a follow-up task.
• Monitor for the next 48 hours and fix mapping issues.

Simple pricing and offering approach for internal decision-makers

When we planned this for our team, we laid out predictable costs and responsibilities so stakeholders could approve quickly.

• One-time setup: Covers script placement, field mapping, and testing. Assign to an internal resource or external contractor.
• Monthly platform subscription: Covers contact storage, tracking, and workflows.
• No hidden fees: Expect predictable subscription and an optional one-time setup fee.
• Support: Use the CRM's support if technical questions arise during install.

Real-world testimonial snippets from our team

Our team found the setup straightforward and immediately useful. A few comments that reflect the impact:

• "We started getting leads into one place instead of three inboxes. Follow-ups improved overnight."
• "Mapping custom fields saved hours of manual entry each week."
• "Page view tracking helped us identify which external pages actually convert."

When to call for help

Consider reaching out to platform support or a developer if:

• The external site is built on a platform that restricts adding body scripts.
• Forms are embedded in iframes and cannot be moved.
• Advanced field transformations or server-side forwarding are required.

Summary and next steps

External form tracking lets us consolidate leads from outside pages into our CRM, improve follow-ups, and make smarter marketing decisions. The setup is largely about placing one script, ensuring standard HTML form structure, mapping fields, and testing. With a clear checklist and basic troubleshooting, most businesses can have this working quickly and start seeing value within days.

Next action for busy owners:

• Generate and install the tracking script on your highest-traffic external page first.
• Submit a test lead and set a simple automated reply.
• Review incoming leads for 48 hours and adjust field mapping as needed.

FAQ

How do I know the tracking script is installed correctly?

Open the external page in your browser, right-click and choose inspect. Look for the tracking snippet before the closing body tag. Then submit a test form and confirm the lead appears in the CRM's external submissions area.

What if my form is inside an iframe?

Tracking scripts often cannot access forms inside iframes. Move the form to the parent page or embed the form HTML directly on a page that allows scripts. If neither is possible, consult support for advanced options.

Which form fields are required?

The email field is typically required to create a contact. Name and phone are optional but recommended. Any additional fields should have corresponding custom fields in the CRM for clean mapping.

Will page views from external pages be tracked?

Yes, when the tracking script is present on a page it can record page views. Confirm that the script is on each page you want to track and that caches are cleared after installation.

How do I map custom fields?

Create matching custom fields in the CRM and ensure your external form input names correspond to those field names. After a test submission, verify the values landed in the right fields and adjust names or mappings if needed.