--- title: How can I tell where leads are coming from on my form? | Paperform Help Center | Paperform description: In addition to Paperform's built-in analytics, you can easily add Meta Pixel or Google Analytics to your forms to track your form traffic and conversions. url: "https://paperform.co/help/articles/how-can-i-tell-where-leads-are-coming-from-on-my-form" type: static generatedAt: "2026-04-04T00:42:01.714Z" --- How can I tell where leads are coming from on my form? ### Submissions In addition to using Paperform's built-in analytics to view basic information about your form traffic and drop-off questions, you can easily add Google Analytics and/or Meta Pixel to your forms to track more detailed form traffic and conversions. [Selected plans](https://paperform.co/pricing/) may add scripts from other analytics services as well, including Google Tag Manager. We also support the capture of UTM parameters and other pre-filling on all plans. ## Third-party analytics Head to Configure → Analytics to connect any outside analytics services for your form. All users will see the option to add codes for Google Analytics or Meta (Facebook) Pixel. [Selected plans](https://paperform.co/pricing/) can also add custom scripts. ![Screenshot of the page found at Configure → Analytics. Fields include "Google Analytics," "Facebook Pixel," "Page load scripts," and "Successful submission scripts."](https://img.paperform.co/fetch/f_auto,w_1400/https://d3gw2uv1ch7vdq.cloudfront.net/img/configure-analytics-full-blank-2023.png) - To [connect Google Analytics](https://paperform.co/help/articles/how-to-setup-google-analytics/), create a data stream for your form, then add its Measurement ID under "Google Analytics." - To [connect Meta Pixel](https://paperform.co/help/articles/meta-pixel/), add the Pixel ID under "Facebook Pixel." - Any [custom analytics scripts](https://paperform.co/help/articles/how-to-set-up-custom-analytics-scripts/) that you'd like to run when the page is loaded can be added under "Page load scripts" ([selected plans](https://paperform.co/pricing/) only). You can [add Google Tag Manager scripts](https://paperform.co/help/articles/google-tag-manager/) here as well. - Any custom analytics scripts that you'd like to fire after submission can be added under "Successful submission scripts" ([selected plans](https://paperform.co/pricing/) only). ## UTMs & pre-filling Your form will [capture UTM parameters](https://paperform.co/help/articles/what-is-a-hidden-field/#:~:text=UTM%20parameters%20or%20codes) if they are used when linking or embedding your form. You can also use [pre-filling](https://paperform.co/help/articles/pre-filling-guide/) to capture any values from the query string into hidden form fields. If your form is embedded, you may want to set it up to [inherit URL parameters from the parent page](https://paperform.co/help/articles/embedding-guide/#:~:text=URL%27s%20query%20string.-,prefill%2Dinherit,-To%20pre%2Dfill). This way, any parameters on the page where it is embedded will come through in the form's results. ## Built-in analytics [Paperform's built-in analytics](https://paperform.co/help/articles/form-analytics/) doesn't track the referrer, but you can still use it to analyze behavior on your form. From the [Dashboard](https://paperform.co/dashboard/), click the "X Results" button to view its Submissions page. From there, click on the Analytics tab. ![Selecting Analytics from a form's Submissions menu](https://img.paperform.co/fetch/f_auto,w_1400/https://d3gw2uv1ch7vdq.cloudfront.net/img/pf-analytics.png) ## Gotchas If your form is embedded, the referrer for analytics added to the form will be the URL of the iframe in which the form is embedded (your form's URL), not the URL of the page in which it is embedded. ### Related Articles [How do I set up Google Analytics? It’s easy to add Google Analytics to any of your Paperform forms! Follow these instructions to get started.](/help/articles/how-to-setup-google-analytics/) [How do I set up Meta Pixel (formerly Facebook Pixel)? Add the Pixel ID to your form under Configure → Analytics → Facebook Pixel.](/help/articles/meta-pixel/) [How do I set up custom analytics scripts? We support Facebook Pixel & Google analytics for all plans, as well as third-party analytic scripts for Pro & Agency plans.](/help/articles/how-to-set-up-custom-analytics-scripts/) [How do I access Paperform Analytics? Paperform analytics comes with select pricing plans and can be accessed from the submissions page of a form.](/help/articles/form-analytics/) [Analytics aren't working properly on my form Having trouble with analytics on your form? This troubleshooting article has some easy steps you can take to resolve common issues with Google Analytics and Meta Pixel.](/help/articles/analytics-arent-working-properly-on-my-form/) [How do I get analytics working on my embedded form? Having trouble with analytics on your embedded form? This troubleshooting article has some easy steps you can take to resolve common issues.](/help/articles/analytics-arent-working-on-my-embedded-form/) [What is a hidden field? A hidden field or question is a type of field that is hidden from the user, but contains info relevant to the submission. Various methods exist for how hidden fields can be used on your forms, some more advanced than others.](/help/articles/what-is-a-hidden-field/)