Track Gravity Form Submissions Using Google Tag Manager

When it comes to adding forms to a new WordPress site, our development team’s first choice is Gravity Forms. Creating and customizing forms is a breeze, and the multitude of add-ons available make integrations easy. Tracking these forms is a vital part of any digital marketing campaign, and there are a number of different approaches you can take to start tracking this data. This tutorial will explain a quick and easy way to start tracking Gravity Form submissions as events in Google Analytics, using Google Tag Manager.

Estimated Time to Complete Tutorial: 10 minutes

Step 1: Configuring Your Variables

The very first thing you’ll need to do in order to implement event tracking in Google Tag Manager is make sure that your proper ‘built-in variables’ are enabled.

Navigate to the Variables section in your workspace, click the red Configure button and make sure every Page and Form Variable box is checked.

Step 2: Discovering Your Gravity Form ID

Head back to your website, because you’ll need to find out Gravity Form’s Form ID. There are two easy ways to find out your Gravity Form ID:

The easiest way is to navigate to your Gravity Forms via the WordPress Dashboard, and you’ll be able to easily see the ID number for your particular form. So, if your Gravity Form ID number is 3, the Form ID you will use in Google Tag Manager is “gform_3″.

The other way find your Gravity Form ID is to navigate to the actual form on the website and inspect the form. This is done by right-clicking on the form, and selecting Inspect Element from the menu. Your Developer Tools window will appear and you will want to look for the Form ID. The Form ID you’re looking for starts with ‘gform‘. Taking a look at the screenshot below, my Form ID will be “gform_3“.

Step 3: Adding Your Form ID Trigger in Google Tag Manager

It’s time to start setting up the trigger in Google Tag Manager. Navigate to the Triggers section in your workspace and select New. First, you need to make sure you name your trigger. (Tip: Use descriptive terms to keep your individual triggers separate). Next, choose Form Submission as your trigger type. You want make sure the trigger only fires on some forms, which is where you enter your Form ID. Select Form ID from the drop down list and make sure it equals the Form ID from the site. Press save.

Step 4: Creating Your Event Tag in Google Tag Manager

Navigate to the Tag section and add a new tag. Once again, choose a descriptive name for your tag and select Universal Analytics as the tag type. Enter your UA tracking ID and select Event as the track type. For category, use a name to describe the form, like “New Lead.” I like to choose {{Page Path}} as my variable, so I can tell which page my contact form was submitted from. I change the non-interaction hit to True, and then add my trigger. Simply select the trigger you just created from your list and press save.

Step 5: Preview and Debug, then Publish

Now, it’s time to test your forms and make sure your newly created event is triggered properly. Preview your container to make sure the new tag fires, when you fill out the form on the site. Once you’ve confirmed everything is working, publish your changes to the site. To double check my work, I always test the newly published container one more time using real time reports in Google Analytics.

That’s it! As I said above, there are so many different ways to track the data from your Gravity Forms. As a Google Tag Manager user, I find this method to be the fastest and easiest way to track form submissions from Gravity Forms.