Form name builder
Answer one question about your form and get a consistent value to track it with, from a controlled list of 66 types.
Name a form yourself and reporting depends on whoever named it. Contact, Get in Touch and Contact Form EN become three rows instead of one. A form type fixes that above the name.
Answer two questions about your form, give it a name, and you get one consistent value to track it with — the same value every time, whoever builds the next form.
Your own name for this exact form. Optional — but it is what tells two contact forms apart.
A colon and a vertical bar separate the three parts, so they are removed from the name.
Full form name form_full_name
what it is · which kind · your own name for it
Pick a category and a kind to finish the value.
dataLayer snippet
All 66 form types
The whole taxonomy in one place. 12 categories, 66 types, with the description each one is judged by and the type it is most often mistaken for.
Lead Raising a hand
A visitor expresses commercial interest in a product, service or potential purchase by providing information or requesting a next step. Includes existing customers showing interest in an additional product, service or purchase.
- Sales Enquiry
Asks to speak to sales about buying, pricing or fit, without requesting a specific format like a demo or quote.
- Contact
Sends a general, unrouted message to the company that is not a specific sales enquiry.
- Callback Request
Visitor asks sales or service to contact them; no message content, just contact details and a reason.
- Demo Request
Requests a guided demonstration of a product that a salesperson runs.
- Trial Request
Requests a free or evaluation trial that a salesperson sets up; a self-serve signup with no human is Account Registration.
- Quote Request
Requests a price quote or cost estimate that a person prepares and returns (RFQ).
- Sample Request
Requests a physical product sample for evaluation; common in manufacturing and materials.
- Consultation Booking
Books an advisory session or assessment as part of a sales process.
- Site Survey Booking
Books a professional to visit the visitor's home, site or premises to assess or measure before quoting.
- Visit Booking
Books an in-person appointment to visit, view or try a product, property or sales location.
- Gated Content
Submits contact details in exchange for content: PDF, guide, webinar, report. Lower purchase intent than the other lead types.
- Brochure Request
Requests a printed brochure, catalogue or price list sent by post.
- Calculator Submission
Completes a price, ROI, savings or configurator tool and provides contact details to receive the result; an ungated calculator is an event, not a form submission.
- Dealer Locator Enquiry
Contacts a specific dealer, reseller, branch or location found via a locator.
- Booking Enquiry
Asks whether something is free on specific dates or in a specific quantity, before booking.
- Availability Alert
Asks to be notified when a specific product, service or place becomes available, is released, or changes price.
- Valuation Request
Asks what an item, property or business the visitor already owns is worth.
- Financing Enquiry
Asks about payment terms, finance options or affordability before any formal application.
Subscribe Asking for messages
Marketing permission, given or withdrawn.
- Newsletter
Gives an email address to receive recurring newsletters or updates.
- SMS Opt-in
Gives a phone number to receive marketing messages by SMS or a messaging app.
- Unsubscribe
Opts out of newsletters or email communications.
- Job Alert
Subscribes to notifications about new job openings matching set criteria.
Transaction Committing money
Money committed, or a booking that delivers a paid service.
- Order
Submits the information needed to place an order and buy online.
- Payment
Submits payment details to complete a transaction.
- Pre-Order
Orders and commits to a product before its release date.
- Booking
Reserves or books a service, appointment or accommodation being delivered.
- Booking Cancellation
Cancels or changes an existing reservation for a service, appointment or accommodation.
- Donation
Gives a financial donation to a non-profit or cause.
- Subscription Upgrade
Moves an existing subscription or membership to a higher tier or adds paid capacity.
- Subscription Pause
Pauses or puts an existing subscription on hold without cancelling it.
- Subscription Cancellation
Cancels or downgrades an existing subscription or membership.
Account Managing an account
Existing users managing their access. Not conversions — exclude these from conversion reporting.
- Registration
Creates a user account or customer profile; self-serve.
- Login
Enters credentials to reach a secure area.
- Password Reset
Verifies identity and sets new login credentials.
- Profile Update
Changes personal details, contact information or preferences on an existing account.
- Closure
Closes or deletes an existing user account.
Application Being assessed
A formal submission that someone assesses and then approves or rejects.
- Job
Applies for an advertised position, usually with CV and cover letter.
- Credit
Applies for financing, a loan, a mortgage, a credit account or an insurance policy.
- Grant
Applies for a grant, bursary or funding award that someone assesses.
- Course
Applies or enrols for a course, programme, degree or certification.
- Partner
Applies to become a reseller, distributor, partner or approved supplier.
- Membership
Applies to join an organisation as a member or volunteer.
- Tender
Submits a bid, tender or proposal in response to a procurement process.
Event Attending something
Registering to attend something, online or in person.
- Registration
Registers to attend a conference, seminar or workshop in person.
- Webinar Registration
Registers for an online session, livestream or virtual event.
- Registration Cancellation
Cancels or changes an existing registration for an event.
Support Reporting a problem
An existing customer with a problem that expects a resolution.
- Request
Submits a request for help or assistance to customer service or technical support.
- Bug Report
Reports a defect, error or malfunction in a product, site or application.
- Complaint
Files a formal complaint or claim about a product, service or experience.
- Return or Refund
Requests goods returned or money back: a product return, exchange, RMA, or a refund for a service, booking or digital purchase.
- Warranty Registration
Registers a purchased product to activate its warranty.
- Warranty Claim
Claims repair or replacement under an existing warranty.
- Insurance Claim
Files a claim against an existing insurance policy.
Feedback Giving an opinion
An opinion offered. No resolution expected.
- General
Submits comments, suggestions or opinions about a product, service or site.
- Survey
Completes a structured, multi-question survey for research purposes.
- Poll
Votes in a single-question poll or vote.
- Product Review
Submits a written review or rating for a specific product or service.
- Testimonial
Submits a quote or story about working with the company, usually solicited for marketing use.
Engagement Taking part
The visitor actively participates, contributes or refers someone without expressing their own purchase intent.
- Referral
Refers another person or company, usually under a referral or affiliate programme.
- Competition Entry
Enters a competition, prize draw, sweepstake or award nomination.
Corporate Press or investor
Stakeholders who are not customers: press, investors, analysts.
- Press Enquiry
Journalist or media contact requesting comment, materials or an interview.
- Investor Enquiry
Investor, analyst or shareholder requesting financial or IR information.
Compliance A legal right
Legally sensitive requests. Track that they happened, never what they contain.
- Data Subject Requestsensitive
Exercises a GDPR right: data access, correction, portability or erasure.
- Accessibility Report
Reports an accessibility barrier encountered on the site or in a service.
- Whistleblowing Reportsensitive
Reports misconduct, fraud or an ethics violation, often anonymously.
Other None of these
Escape hatch. If this exceeds 5% of submissions, the taxonomy has a gap.
- Other
A form that does not match any defined type.