Sitecore WFFM form information not displaying in experience profile .


Recently I came across an issue with tracking Sitecore users submitting a Web Form for Marketers (WFFM) form. The trouble was that none of the user details captured in the form were displayed in the Experience Profile control panel and therefore all users converting the form submission goal were appearing as ‘Anonymous’ or ‘Unknown’ inside of the Name column. This was also the case for fields specified in the ‘Create User’ Save Action.

Now most visitors to a Sitecore website will be “Anonymous” as they will not have registered, logged in or completed a form submission for example but are just browsing the website. So be sure that the entries that you are checking are not actually anonymous users who are just viewing some page/s.

knew that my test WFFM form submissions were registered in analytics because you can see the goal conversion for an entry under the Activity tab when you select a name.


Note: By default Sitecore’s session timeout is set to 20 minutes and therefore any new visitor data, including that in the WFFM module, will appear in the analytics Mongo database after 20 minutes of session inactivity. After which the data should appear in the Experience Profile application after 1-2 minutes (after aggregation).

As with most WFFM problems I encounter I contacted Sitecore Support to get some answers and they came back with the following:

  1. Current user should be logged in as Sitecore user to allow Update Contact Details action to save the data;
  2. Create User save action does not perform logging in. You should always add the "User login" save action in order to get this to work;
  3. Experience Profile uses FirstName, MiddleName facet fields, not the FullName or BusinessName ones. You should use these facets instead of FullName in order to get the name displayed in Experience Profile application.


The important step here for me was that you should no longer use FullName or BusinessName in Sitecore 8.0+ but use FirstName, MiddleName or Surname instead. In this case we had created additional user properties to update the name field with the FullName. The fix was to change the User Profile selection to “Name”. The users names then started appearing in the Experience Profile application.


To capture other visitor data entered in the form you can use the Update Contact Details save action to map form fields with the Contact Details you wish to update.


Since Sitecore 8.1+ to capture the contact’s email address you now need to use the "Emails/SmtpAddress" facet instead of the previous "Emails/Preferred" as described here.

Here is also a short video demonstration, provided by Sitecore on how you should set up your WFFM with correct save actions to register a new user in Experience Profile -

Happy Sitecoring!

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.


Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?



15 Aug 2016 - 7 minute read
share this

stay in the know, stay ahead.

Get the latest from the agency, including news, events and expert content.
explore services in the article
find out what we can do for you
read some of our case studies