Many people go to websites everyday and fill out forms, but what happens after they fill out the form? At the Online Marketing Summit, WebProNews spoke with Lauren Vaccarello, the Global Head of Search at Salesforce, about how websites can make sure they are tracking these potential leads.

First of all, you need to know how people get to your form. According to Vaccarello, Salesforce and others offer solutions that allow this information to be passed through a hidden field. It is an automated solution that not only sorts through the data, but also passes it through an application that builds dashboards, which reveals even more data.

With this information, you can find out important facts such as where your visitors are coming from, who is converting and who is not, where you are spending that is producing profits, and where you are losing money.

After you have gathered this data and analyzed it, you have a stronger knowledge of which leads are worth following up on and how yo