Track signups, form fills, and conversions

A conversion is the moment a visitor finishes the thing your site is for, so the first job is naming that thing precisely. Kite picks your site's main goal from what it knows about your business, such as a signup for a software product, a booking for a consultant, a quote request for a contractor, or a purchase for a shop. You can tell Kite a different goal at any time.

Kite then separates the action that completes the goal from the steps that lead toward it. Picture a homepage with a "Get started" button that scrolls down to a signup form. The button click is a step. The submitted form is the conversion. Kite counts both, but only the form counts toward your conversion rate. That keeps the rate honest, because a page full of curious clicks can't make it look better than it is.

Some goals finish somewhere Kite can't see. A "Call us" link, an email link, or a button that sends people to an outside scheduling page proves that a visitor wanted to act, but not that they did. Kite records those as conversions by click and labels them as intent rather than as a confirmed result. When a confirmed result matters, such as a booking or a quote request, Kite recommends a short form on your site instead, because a submitted form is a conversion you can count with certainty.

On a website Kite builds and hosts, you don't set it up at all, because Kite adds the tracking to every page it builds and keeps it current every time you publish. Each form, call to action, and section on the page carries its own label. Kite's analytics read those labels as visitors use the page, and Kite reads them again at each publish to keep your list of tracked events up to date.

That's what makes it possible to track button clicks and bookings without a developer. Ask Kite for a new pricing page with a "Book a demo" form, and the form is counted as a booking from its first submission. The button that scrolls people down to it is counted as a click. If a visitor's input fails the form's checks, such as a missing email address, Kite records that too, so a form that turns people away shows up in the numbers.

Form submissions on a Kite-built site are also recorded on Kite's own servers, not only in the visitor's browser. Ad blockers and privacy settings stop some browser tracking scripts, which usually means a share of real signups never gets counted. Because Kite records the submission when it reaches the server, those visitors still count. Expect Kite's conversion count to run higher than a browser-only tool would show, and treat Kite's number as the accurate one.

On a site measured somewhere else, Kite works through the tools you already use:

• Google Analytics. Kite reads the key events your property counts as conversions and checks them against your real goals. It can add custom dimensions and metrics when a report is missing a detail you need. Creating or changing a key event happens in the Google Analytics interface, so Kite tells you exactly which event to mark and why.
• PostHog. Kite can create an action that turns clicks on a specific button, or visits to a thank-you page, into a named conversion, without anyone changing your site's code. It also lists the conversion goals your project has set up and suggests events that would make good ones.
• Typeform. Kite can add your Google Analytics ID, Google Tag Manager ID, or Meta Pixel ID to a form's settings, so submissions show up in the tools that measure your campaigns. It can also set the page people land on after they submit.

To see how many people filled out your contact form this month, ask Kite exactly that. It reads your site's events for this month, reports the number of submissions and the number of different people who submitted, and compares both with the same days last month.

Kite uses your site's own name for the event when it reports back. On one site the main goal is called "contact submitted," and on another it's "demo requested," so Kite reads which event is your site's main conversion and answers in those terms. It leaves out the events that fire automatically as someone reads a page, such as page views and scrolling, because those measure attention rather than a choice a visitor made.

Here's an example. You ask on the 20th, "How many people filled out the contact form this month?" Kite answers that 14 people submitted it between the 1st and the 20th, up from 9 over the same days last month. It adds that the base is small, so the rise is worth watching rather than celebrating, and it names the page most of those submissions came from. In the Kite web app, you can also see each form submission as a lead, depending on your plan.

When your forms run in Typeform, Kite reads the responses form by form instead. It can tell you how many people completed each form, which ones bring in people who fit your ideal customer, and, when your account keeps partial responses, which question people were on when they gave up.

Your website's conversion rate is the number of conversions in a period divided by the number of visitors in that same period. If 570 people visited your site last week and 12 of them requested a demo, your conversion rate was 2.1 percent. Kite calculates it from the same window for both numbers and compares it with the period before, so you see whether it moved.

The rate depends on what you count as the conversion, so Kite always says which event it used. A rate built on newsletter signups and a rate built on demo requests describe different things, and comparing them tells you little. Kite measures your site's main goal by default and can measure any other conversion you ask about separately.

Small numbers get careful handling. When a site has fewer than a couple of hundred visitors in a period, one extra signup can swing the rate by a full percentage point. In that case Kite leads with the actual counts, such as "6 signups from 140 visitors, up from 4 from 131," and tells you the base is small, so a lucky week doesn't read like a breakthrough.

Knowing your total is useful, but the decisions come from knowing where conversions come from. On a site Kite hosts, Kite builds a funnel, which is a sequence of steps that follows the same visitors from one action to the next. A typical funnel runs from a visit to your pricing page, to a click on "Start free trial," to a completed signup. Kite reads how many people made it through each step and where the most people left.

Kite can split any funnel by device, country, or how visitors arrived. That last split groups visitors into channels such as search, paid search, paid social, email, social posts, other websites, AI assistants like ChatGPT and Perplexity, and direct visits. A table like that answers the question most teams can't: which channel sends people who actually sign up, not just people who visit. These breakdowns depend on your plan.

Kite also compares the calls to action on your site. If the "Book a demo" button in your header gets ten times the clicks of the one at the bottom of your pricing page, but both lead to about the same number of bookings, that tells Kite which one is doing the real work.

On a site measured elsewhere, Kite builds the same kind of funnel from your Google Analytics property or PostHog project. In Google Analytics, it breaks conversions down by channel, campaign, and landing page using your property's own attribution settings. In PostHog, it can list the people who dropped out at a step and open their session recordings to see what happened.

Tracking gaps are the conversions that really happened but never reached your reports, and finding them starts with a number you trust. That trusted count usually comes from where the conversion actually lands, such as new contacts in your CRM, new accounts in your product, or orders in your store. Kite compares it with what your analytics recorded and works out where the difference comes from.

On a site Kite hosts, Kite checks your list of tracked events for conversions that haven't been recorded recently. A missing event can simply mean nobody visited that page, so Kite checks the traffic before it calls the tracking broken. It also confirms that exactly one element on the site is marked as the main conversion, because two would make your conversion rate ambiguous.

On a site that sends its events through Segment, Kite follows each conversion through every step. It reads your Segment source's daily event volume, the rules that block events your tracking plan doesn't list, each destination's settings, and how many events each destination received or failed to receive. A renamed event, a blocked event, and a destination that stopped receiving data each leave a different trail, and Kite names which one caused the gap.

In Google Analytics and PostHog, Kite checks the same things from the receiving end. It confirms your key events or conversion goals match the conversions your business cares about, and in PostHog it audits your UTM tags, the labels added to campaign links, so each signup is credited to the campaign that brought it.

Tracking pays off when it changes what you do next, so Kite turns each finding into a specific change and then measures it. If most visitors leave on your pricing page before they reach the signup form, Kite might propose moving the form higher, shortening it, or rewriting the headline above it.

On a site Kite hosts, Kite makes the change in your site's unpublished changes, so you can preview it before anything goes live. When the question is which of two versions converts better, Kite can set up an A/B test that splits your traffic between them and measures each one against your main conversion. It asks for your approval before the test starts, and again before it makes the winning version permanent. On a site measured elsewhere, Kite compares your conversions before and after the change through your connected analytics.

To catch a tracking break early, ask Kite to check your conversions on a schedule. A daily or weekly check can tell you when submissions fall to zero on a site that usually gets several a day, or when more people fail a form's checks than submit it. Kite delivers the result in the Kite web app, by email, or in a Slack channel.