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.
Let's say there is a funnel that consists of:
Standard tracking of such funnels produces inconsistent data with multiple problems:
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:
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.
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.
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.