How Formsable Works

Formsable is a next generation customer data platform, designed to help to implement first-party customer journey tracking by automatically connecting siloed customer data across services and APIs.

It combines:

  1. A database and a customer data platform that accumulates knowledge about each customer activity, regardless whether it happens online on the website or offline and in CRMs.
  2. First-party tracking and attribution. Formsable tracks website page views and form submissions to attribute each customer to the original source. It records attribution details such as UTM parameters, referrer URL and landing page, as well as ad click ids and Google Analytics Client Id and attributes all future interactions to them.
  3. Marketing integrations. Formsable offers self-configuring marketing data integrations that automatically map lead fields between services, extend leads with campaign and other attribution details, receives conversion events from services such as CRMs and payment systems, attributes them to the original ad click and visit and sends them to Google Analytics and ad platforms' APIs.

Formsable doesn't require coding or complex configuration of the integrations. It can be infinitely extended using its REST API for sending custom events and mappings (also accessible from a Javascript API) and allows users to implement custom lambda functions to pre-process or transform funnel events (beta).

Usage Example

Let's say there is a funnel that consists of:

  • a marketing website with a lead form
  • a CRM / mailliist software to warm up leads
  • online purchase cart that captures payment details and processes customer payment in Stripe

Standard tracking of such funnels produces inconsistent data with multiple problems:

  1. 30-40% of conversions in Google Analytics would have direct or incorrect source, as well as not being attributed to the actual landing page that the customer first saw or found in an organic search engine. This happens because Google Analytics would create a separate session for the returning customer when a different device is used or if browser privacy features deleted Google Analytics cookies.
  2. Only 20-30% of purchases would be displayed in the ad platforms' conversion reports. This happens because browser tracking pixels have hard time identifying cross-device purchases, or same device purchase when conversion happens weeks after the initial website visit. While this can be slightly improved by using integration services that send personal customer information to Facebook Conversions API, this additional data usually only produces 20-30% match rate as well. As a result, 30-70% of conversions aren't attributed correctly. In addition to misleading conversion cost in reports, this results to machine learning algorithms in ad platforms not being able to understand what customers actually convert, which may make algorithms to stop displaying ads to the segments that convert well.
  3. CRM and mail list software missing details about customer source and landing page, resulting in substandard targeting of follow-up marketing communications.

These issues become even more pronounced when a deal is closed offline, in a CRM or when a subscription payment is taken after a trial period, as well as in apps where subscription happens on a separate app domain not connected with the marketing website.

Formsable resolves this by tracking each customer communication with each system and building a first-party customer profile:

Formsable customer journey tracking example.

In this example, Formsable tracks each step in the customer journey, attributes conversion that happens on the back-end outside of browser user session to the original website visit and sends conversions back to Google Analytics and ad platform APIs.

It's important to note that Formsable attributes back-end conversion to the original visitor using it's own database. It attributes the purchase conversion to the original visit using first-touch attribution and sends conversion directly to analytics' and ad platforms' APIs not depending on browsers. This allows Formsable to track, attribute and integrate purchase conversions that happen long time after the original visit that produced a lead has happened.

While the diagram above uses subscription with a trial period as an example, the same principle applies to other type of funnels. For example:

See our solutions page for more examples of typical tracking, attribution and integration tasks that Formsable perform, as well as industry-specific cases with ready-to-use funnel blueprints.

Customer Database

Formsable analyses entire history of interactions with each customer, linking activities into a first-party customer profile.

It does it by extracting customer identifiers (Visitor Keys) such as ad click id, Google Analytics Client Id, phone or email, from each event during the customer journey: web page view, lead form submission, purchase in CRM or Stripe etc.

This allows Formsable to attribute events that happen late in the conversion funnel or in a separate session than the original activity — an ad click or an organic landing page view — and send conversion back to Google Analytics and ad platforms such as Facebook Conversions API and Google Ads.

Customers can be looked up in the Formsable UI by any of the identifiers. Formsable presents quick overview of all customer identifiers it's aware of, information submitted in lead forms, attribution details calculated using first-touch attribution algorithm and historical customer journey.

Customer details example.

By collecting all events related to customer and utilising all of the available data for attribution, Formsable achieves attribution rate that is superior to browser pixels of integration services, allowing to understand where 99% of paying customers come from.