Smaver, an Australian moving company, facilitates connections between consumers and the country’s state service providers during the house-moving process. A crucial aspect of their service is the “Welcome Pack,” an emailed package containing essential information for relocating homeowners. Consumers access the Welcome Pack by completing a form on the Smaver website.

Background of Smaver’s Form Analytics

Smaver Welcome Pack form page 1
Smaver's landing page with hubspot form:

Smaver used a HubSpot form to collect consumer information before delivering the Welcome Pack via email. They analyzed form submission data within HubSpot to determine the sources directing consumers to their form.

The Challenge

HS form 2
Sample of form submission source data reflected within HubSpot

Smaver encountered difficulty transferring UTM parameters from the primary landing page to the HubSpot form on the secondary landing page. Consequently, attributing form submissions to specific marketing channels became inaccurate.

FiveStones’ Solution: Google Tag Manager (GTM)

Smaver partnered with FiveStones to identify and resolve the issue.

To tackle this challenge, FiveStones implemented a multi-step approach using Google Tag Manager (GTM) and web storage objects. GTM was leveraged to collect UTM parameters from the primary landing page’s URL and temporarily store them using sessionStorage. JavaScript logic was then employed to extract and map these parameters to variables compatible with the HubSpot form, ensuring seamless data transfer.

Results & Conclusion

By integrating GTM and web storage objects, Smaver and FiveStones effectively addressed the challenge of passing UTM parameters to the HubSpot form. This optimization not only resolved the data capture challenge but also provided valuable insights into Smaver’s marketing attribution strategies.

Need help with your form's data collection? Drop us a line!