TrackFormPro – Lead Form Tracking for Meta Conversions API & Pixel

TrackFormPro sends every form submission (Gravity Forms, WPForms, Contact Form 7, Fluent Forms, Formidable Forms and Elementor Forms) to Meta as a Conversions API (CAPI) server event, and can also fire the matching Meta Pixel event in the browser using the same event ID so Meta counts the conversion once.
Built for lead generation businesses: sites whose sales start with a form, such as quote and estimate requests, bookings and consultations, callbacks, contact forms, free inspections and demos. Typical users are local services, agencies, clinics, B2B, real estate and education.

TrackFormPro is an independent plugin. It is not affiliated with, endorsed by or sponsored by Meta Platforms, Inc. “Meta”, “Facebook” and “Meta Pixel” are trademarks of their owner and are used only to describe what the plugin connects to.

Not for online stores: it doesn’t track WooCommerce orders, checkouts or product events. For a shop, use a WooCommerce tracking plugin.

Key Features:
– Works with Gravity Forms, WPForms, Contact Form 7, Fluent Forms, Formidable Forms and Elementor Forms, free and paid versions.
– Every form found and filled in for you: forms from all six form plugins are listed on their own, and the email, phone, name and address fields are filled in from each form’s field types. Change any of them from dropdowns: email, phone, first/last name, city, state, ZIP, country, gender, date of birth, external ID.
– Normalization and SHA-256 hashing of customer data on your server, following Meta’s formatting rules (e.g. phone numbers with country code, 2-letter state and country codes).
– Browser + server deduplication with a shared event_id.
– Meta click and browser IDs (_fbc, _fbp, and fbclid from the landing page URL) forwarded with server events.
– Event per form (Lead, Contact, Schedule, Purchase…) and a Track switch for forms you don’t advertise for.
– Value and currency from form fields, with a per-form default value.
– Ad click and UTM tracking: the fbclid and UTMs from the landing page are kept and sent with the lead.
– Privacy: a consent option that works with the WP Consent API (Complianz, CookieYes, Cookiebot and other banners) or a consent cookie, and starts tracking as soon as the visitor accepts; Limited Data Use for US state privacy laws, following Global Privacy Control and Do Not Track.
– Bot filtering: search engines, crawlers, uptime monitors and automated browsers don’t load the Pixel and their form submissions aren’t sent, keeping fake leads out of your ad results.
– Calls and WhatsApp: taps on phone links (tel:) and WhatsApp links (wa.me, api.whatsapp.com) are sent to Meta as Contact events, from the browser and the server with one event ID, so ads learn from leads who call or message too.
– Lead source in your form emails: “Where this lead came from” (the Facebook or Instagram ad, campaign, ad set and landing page) is added to the notification emails your form plugin sends you. Emails to the person who filled in the form are never changed.
– Tracking Monitor: a daily check that the pixel is on your pages (and not loaded twice), that your forms still send leads, and that Meta accepts your events. You get one email per new problem.
– Dashboard box: leads sent to Meta today, this week and this month, calls and WhatsApp taps, and any problems, on the WordPress Dashboard.
– Setup wizard: connect the pixel, send a test event and choose your forms in four short steps. Setup checklist, health check with plain-language fixes, help tips and a guide.
– Activity log, automatic retries and a test-event button in the admin.

TrackFormPro Premium (paid plans with a 14-day free trial, available from the plugin’s Upgrade menu or trackformpro.com) adds a leads list where you mark leads Qualified or Won, so Meta gets a follow-up event and learns which leads become customers; CRM stage sync (GoHighLevel, HubSpot, Zoho, or any CRM through Zapier); cost per lead and per won lead from your Meta ad account; a junk filter for fake phone numbers, throwaway emails and test names; instant lead alerts in Slack or Telegram; an attribution report (leads, conversion rate and lead value per campaign, ad set and ad), form abandonment (which forms visitors start but don’t finish, and the field where they leave), a weekly email report, URL triggers, duplicate-lead blocking, direct CookieYes / Complianz / Cookiebot consent, waiting for values from lead routers, CRMs or Zapier, average lead values, trigger rules and custom events, several pixels, funnel events, Event Match Quality from Meta, email alerts and double-counting detection. The free plugin is complete without it.

Privacy

What is sent: when a tracked form is submitted, your site sends an event directly to the Meta Conversions API (graph.facebook.com). No other service is involved. The event includes:
– Mapped customer fields (email, phone, names, city, state, ZIP, country, gender, date of birth, external ID), normalized and SHA-256 hashed on your server before sending.
– Unhashed technical data: visitor IP address, browser user agent, the _fbp/_fbc Meta cookie values, the page URL and referrer, UTM and other ad parameters from the URL (campaign, ad set and ad names and IDs, placement, site source, gclid), the form entry ID (or the field you map as Submission ID), a Meta Lead ID if you map one, and any mapped value/currency.

The browser Pixel (loaded from connect.facebook.net) also sends page views and form conversion events directly from the visitor’s browser to Meta, and phone or WhatsApp taps when call and WhatsApp tracking is on. A tap is also sent from your server with the IP address, user agent, Meta cookie values, page URL and ad parameters, and no customer fields. With “Advanced matching” on (default), the browser conversion event also carries the same SHA-256-hashed customer fields as the server event.

Cookie: when a visitor arrives from an ad or a campaign link, the plugin stores the Meta click ID (fbclid, also in Meta’s fbc format), Google click ID (gclid), UTM and ad parameters, the landing page and the time of the click in a first-party cookie, track_form_pro_attr, for up to 90 days, so a later form submission or tap can be attributed to that click. With the consent option on, the cookie is only set after consent. Where the form plugin saves entries, these values (except the time) are also kept with the entry on your site.

US privacy laws: the “US state privacy laws” setting can send Meta’s Limited Data Use flag either only for visitors who opted out (the browser’s Global Privacy Control or Do Not Track signal, or a track_form_pro_do_not_sell=1 cookie set by your consent tool) or for all visitors; Meta then applies it to visitors from US states with privacy laws.

What is stored on your site: your pixel IDs and access tokens (in the WordPress options table; tokens are never printed back into admin pages). When logging is enabled, event payloads (hashed customer data, IP address, user agent, page URLs) and Meta’s responses are stored in a database table on your site; access tokens are never logged. Logs older than 30 days are deleted automatically, and you can clear them at any time. Events that fail to send are kept in a retry table for up to 6 days.

Your responsibility: as the site owner, you must disclose this data sharing in your privacy policy and obtain consent where the law requires it (e.g. GDPR, CCPA). Enable the plugin’s GDPR option if tracking must wait for consent.

External Services

This plugin connects to the following external services:

Meta Conversions API (graph.facebook.com)
– What it is: Meta’s server-side API for advertising measurement.
– Data sent: the event data listed in the Privacy section, sent with your pixel ID and access token.
– When: every time a tracked form is submitted, when a visitor taps a phone or WhatsApp link (on for new installs, off on sites updated from older versions; change it in General → Calls and WhatsApp), and when you click “Send test event”.
– Terms of Service: https://www.facebook.com/legal/terms/businesstools
– Privacy Policy: https://www.facebook.com/privacy/policy/

Meta Pixel (connect.facebook.net)
– What it is: Meta’s browser tracking script.
– Data sent: page views, form conversion events and, when call and WhatsApp tracking is on, phone or WhatsApp taps, from the visitor’s browser, including Meta cookies.
– When: on every page view (unless the GDPR option is on and consent is missing) after a tracked form is submitted and, when call and WhatsApp tracking is on, when a phone or WhatsApp link is tapped.
– Terms of Service: https://www.facebook.com/legal/terms/businesstools
– Privacy Policy: https://www.facebook.com/privacy/policy/

Premium only, when you turn them on: Slack (hooks.slack.com) and Telegram (api.telegram.org) for instant lead alerts, which receive the lead’s name, phone, email and source; and the Meta Marketing API (graph.facebook.com) to read your ad spend. Slack: https://slack.com/terms-of-service and https://slack.com/privacy-policy. Telegram: https://telegram.org/tos and https://telegram.org/privacy.

Your own site
– The Tracking Monitor loads your home page once a day (a request from your server to itself) to check the pixel code. Nothing is sent anywhere else.

Bundled font
– The admin pages use the Archivo font, included in the plugin (assets/fonts, SIL Open Font License 1.1). It is loaded from your own site; no font service is contacted.

Freemius
– What it is: plugin SDK for opt-in usage statistics, support, and the optional Premium upgrade (pricing page, free trial, checkout and licence activation).
– Data sent: if you opt in or start a trial: your name and email, site URL, title and language, WordPress and PHP versions, plugin and Freemius SDK versions, plugin status, an anonymous site ID, and (unless you switch it off on the opt-in screen) your list of plugins and themes. Activating a licence sends these details and the licence key, with the list of plugins and themes only if you switch it on. No form or visitor data.
– When: when you accept the opt-in screen, start a trial or activate a licence; periodically after opting in; and when you open the Upgrade page, to fetch the prices. Without opting in, nothing else is sent unless you answer the optional feedback form when deactivating and later delete the plugin. Your answer then goes to Freemius with an anonymous site ID if you ticked “Anonymous feedback”, or, if you didn’t, with your name, email, site URL, title, language and the WordPress, PHP, plugin and SDK versions.
– Terms of Service: https://freemius.com/terms/
– Privacy Policy: https://freemius.com/privacy/