Tracking leads and calls from a Wix site

Wix tracks form leads for you. Every Wix Forms submission is stored in a submissions table, creates a contact, and sends a lead event to Google Analytics, Google Tag Manager and the Meta Pixel if you've connected them. You don't have to build anything for that.

Phone calls are where tracking takes work. Wix automatically reports a lead when a mobile visitor taps the phone button in the Quick Action Bar, but taps on other phone links need to be set up, and a tap isn't a call. To know that a call actually happened, and which ad or channel caused it, you need a tracking phone number from Google Ads or a call-tracking provider.

The other gap is campaign source. Wix states that UTM parameters, the tags on a link that identify a campaign, can't be added to Wix Forms. You can see where leads came from in reports, but the source isn't saved on each submission.

What Wix tracks automatically and what needs setup

All of the tag-based tracking below needs a paid Wix plan, a connected domain and the relevant tool connected through Marketing Integrations.

The automatic events are listed in Wix's event tracking by service article.

Form leads

Forms are the easy part. When a visitor submits a Wix form, three things happen without any setup:

• The submission is saved at Forms & Submissions in the dashboard, and a contact is created.
• If Google Analytics or Google Tag Manager is connected, Wix sends a generate_lead event.
• If Meta Pixel & CAPI is connected, Wix sends Meta a lead event.

To make the Google Analytics event useful, mark generate_lead as a key event in GA4 so it shows up in acquisition reports as a result, not just an event. Our guide to conversion tracking in GA4 covers that step, and how to add Google Analytics 4 to Wix covers the connection.

The lead event has the same name whichever form was submitted, so a contact form, a quote form and a newsletter sign-up all send it. Tag Manager can tell them apart using a data layer variable Wix provides for the form name, and Event Manager lets you add conditions.

Inside Wix, the form reports are under Analytics → All Reports. If your site has both old and new Wix Forms, Wix Analytics counts both, so its total can be higher than Google's. The two form versions are explained in Wix Forms and the built-in CRM.

Click-to-call taps

A click-to-call link is a phone number that dials when tapped. On Wix there are two cases.

The mobile Quick Action Bar

The Quick Action Bar is the strip of contact buttons Wix can show on the mobile site. By default, Wix sends Google Analytics a lead event when a mobile visitor taps its phone, email, WhatsApp or LINE button, and an engagement event for the other buttons. Wix notes these events can take up to 24 hours to appear. The details are in Wix's Quick Action Bar tracking article, which was written for an older version of Google Analytics, so the event labels it shows may not match what you see in GA4.

Phone links everywhere else

A phone number in your header, footer or contact page isn't reported automatically. Wix documents two ways to track it.

1. Event Manager. Go to Marketing Integrations → Event Manager and click Scan Site. Wix scans for trackable actions such as clicks and lets you turn one into a Google Ads conversion without code. This is the route for most owners. Wix's steps are in its Event Manager article.
2. Google Tag Manager. Wix's documented method is a "Click – Just links" trigger filtered to links containing Tel:. It's more flexible and takes Tag Manager experience. See Google Tag Manager on Wix.

For a quick view without any tags, the Button Clicks report in Wix Analytics counts clicks on buttons and links once you click Enable Click Tracking.

Whichever you use, read the number correctly. A tap means someone on a phone pressed your number. It doesn't mean the call connected, and it misses anyone who dialed by hand.

Tracking the calls themselves

To count real calls, the phone system has to do the counting. That means showing visitors a tracking number that forwards to your real line and records that a call came in.

Google forwarding numbers, for Google Ads

If you run Google Ads, Google offers this itself. Its help page says you can use "dynamically-generated Google forwarding numbers that replace your business number on your site, without any cost to you". You need a Google Ads account, a business in an eligible country, and the ability to add Google's conversion tag and a phone snippet to the site. A call counts as a conversion "when it lasts longer than a minimum length you set", which filters out wrong numbers and hang-ups. Google's requirements are on its website call conversions page.

Wix has no help article for this setup, so plan to test it. Google documents two ways to add the phone snippet: by hand in the site's code, or with its website call conversion tag in Google Tag Manager. Wix says Google tracking scripts don't work when pasted into Custom Code, and it connects both the Google tag and Tag Manager through Marketing Integrations, so the Tag Manager route is the one that fits Wix. Test on the live site that the number actually changes for a visitor who arrives from an ad, and keep tap tracking as a fallback. The rest of the Google Ads setup is in Google Ads conversion tracking on Wix.

Call-tracking providers, for every channel

Google's numbers cover Google Ads. To attribute calls from organic search, social media or email as well, businesses use a call-tracking service, which swaps the number shown based on how the visitor arrived.

Wix's help pages don't name or endorse any call-tracking provider. A provider's script would be added through Custom Code or Tag Manager, which is Wix's general route for tools outside Marketing Integrations. Three cautions apply:

• Wix doesn't support third-party code. If the script misbehaves, the provider is your support contact.
• In December 2025, Wix introduced new frontend security measures for custom code. Some snippets that used to work may be blocked until the provider updates them. Ask the provider to confirm their script works on Wix today.
• Custom code loads before consent by default. Set the snippet's Code Type so your cookie banner controls it.

What happened to Wix Business Phone Number

Wix used to sell US and Canadian business numbers. It states that "starting June 4, 2025, Business Phone Number will no longer be available for purchase on new sites". Existing subscribers can keep and renew theirs. Wix points new users to a Google Voice option as the alternative.

One more source of calls never touches your website: the call button on your Google Business Profile. Those calls don't pass through your site, so no website tag sees them. See our Wix local SEO guide.

Chat, email and WhatsApp leads

Chat. Wix sends a lead event when a visitor submits the contact form inside chat, and engagement events when chat is opened or closed. Note that Wix Chat is no longer installable on new sites. Wix says "Wix Smart Chat is replacing it as the new AI and manual chat solution". If you're on the newer product, test which events reach Google Analytics on your own site before you rely on them.

Email and WhatsApp links. These work like phone links. The Quick Action Bar buttons are tracked by default on mobile. Links elsewhere need Event Manager or a Tag Manager click trigger filtered on mailto or wa.me.

Campaign sources and UTM tags

A UTM parameter is a short tag added to the end of a link, such as utm_medium=email, that tells analytics tools where the visitor came from. Wix Analytics reads them and sorts traffic as follows.

Wix lists the rules in its campaign and traffic source article. Use these mediums consistently on every campaign link, or paid traffic will be filed under the wrong heading.

The limit: no UTMs on form submissions

Wix's position is direct: "Currently, it is not possible to add UTM (Urchin Tracking Module) parameters to Wix Forms." It's logged as a feature request. So when you open a single submission, you can't see that it came from your spring email or a specific ad.

What you can do instead:

• Use the Form Submissions by Traffic Source report in Wix Analytics, which groups submissions into sources such as Direct Link, Paid Search and Organic Search. More in Wix Analytics: the reports worth using.
• In GA4, view the generate_lead key event by source and campaign.
• Send separate campaigns to separate landing pages, each with its own form, so the form itself tells you the campaign.
• Add a "How did you hear about us?" field. It's self-reported, but it's stored on the submission and it catches word of mouth.

Consent and the gap between tools

If your site runs a cookie banner, Google Analytics, Google Ads and the Meta Pixel record a lead only when that visitor accepted the relevant cookies. Your submissions table and your phone records aren't affected. Expect ad platforms and analytics to show fewer leads than you actually received, and use your own records as the true count.

A workable setup for a service business

1. Connect one Google tag in Marketing Integrations and confirm generate_lead arrives in GA4 when you submit a test form.
2. Mark generate_lead as a key event in GA4.
3. Run Event Manager's site scan and add your header and footer phone links as tracked actions.
4. Turn on the Quick Action Bar for mobile so the tap-to-call button is tracked by default.
5. If you run Google Ads, set up form and call conversions there, using one route per conversion.
6. Use consistent UTM tags on every email, social and ad link.
7. Review Form Submissions by Traffic Source monthly, next to your own count of calls and inquiries.
8. Add a call-tracking provider only if calls are a large share of your leads and you need to know which channel produces them.

Conclusion

On Wix, form leads are tracked from day one, phone taps take a short setup in Event Manager, and real call tracking needs a tracking number from Google Ads or a provider. Campaign source is available in reports but not on individual submissions, so plan your landing pages and UTM tags with that in mind. If you'd like more of your visitors to become tracked leads in the first place, our conversion rate optimization team can help. More guides are in our Wix hub.

Frequently asked questions