Form abandonment tracking is a technique used to capture and analyse data from users who begin filling out an online form but leave before submitting it. Tracking scripts monitor keystrokes, field focus events, and partial entries, recording what information the user provided before abandoning the form.
This data helps businesses understand where users encounter friction, which form fields cause the most drop-offs, and what improvements could increase completion rates. Some implementations capture partial email addresses or phone numbers to enable follow-up campaigns with users who abandoned the form.
Form abandonment tracking raises significant privacy concerns because it captures personal data that the user did not intend to submit. Under the GDPR, processing data that a user has voluntarily submitted by clicking a submit button is different from harvesting data entered into fields but never submitted.
Capturing partial form data before submission may lack a valid legal basis unless explicit consent has been obtained. Businesses using form abandonment tracking must disclose this practice clearly and obtain consent before the tracking scripts activate.
Seers’ CMP helps businesses implement form abandonment tracking compliantly by ensuring that the associated tracking scripts are categorised as non-essential and blocked until consent is granted.
The platform provides clear disclosure of form tracking practices within the consent interface, and integration with Google Consent Mode v2 ensures that partial form data is only captured and processed when the user has explicitly opted in.
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