Mastering Form Submission Tracking in GA4 and Google Ads via Google Tag Manager


In the ever-evolving landscape of digital marketing, understanding user behavior is pivotal. One critical aspect of this is tracking form submissions on your website. Whether it’s a sign-up, contact form, or a download request, form submissions are a key performance indicator. Integrating Google Analytics 4 (GA4) and Google Ads with Google Tag Manager (GTM) for tracking these submissions offers a streamlined, powerful solution.

Understanding the Basics:

Before diving into the setup, it’s essential to have a foundational understanding of the tools involved:

  1. Google Analytics 4 (GA4): The latest iteration of Google’s analytics service, offering more flexibility and AI-driven insights compared to its predecessor, Universal Analytics.
  2. Google Ads: A platform for running paid advertisements across Google’s network, including search results, websites, and YouTube.
  3. Google Tag Manager (GTM): A tag management system that simplifies the process of adding and updating website tags without needing to edit the code.

Step 1: Setting Up Google Tag Manager

  1. Create a GTM Account and Container: If you haven’t already, sign up for GTM and create a container for your website.
  2. Install GTM on Your Website: Follow GTM’s instructions to add the container code to your website. This involves adding two snippets of code to your site’s pages.

Step 2: Configuring GA4 and Google Ads

  1. Set Up a GA4 Property: If you’re not already using GA4, set up a new GA4 property in your Google Analytics account.
  2. Link GA4 with Google Ads: In your GA4 property, link your Google Ads account. This enables the sharing of data between GA4 and Google Ads.

Step 3: Creating Tags in GTM for Form Submission Tracking

  1. Create a New Tag for GA4: In GTM, create a new tag and select GA4 Configuration as the tag type. Enter your GA4 Measurement ID.
  2. Set Up Trigger for Form Submissions: Create a trigger that fires on form submissions. This can be based on form ID, form class, or form submission events, depending on how your website is structured.

Step 4: Testing and Debugging

  1. Use GTM’s Preview Mode: Before publishing, use GTM’s preview mode to test your new tags and triggers. Ensure that the tag fires correctly when a form is submitted.
  2. Debug if Necessary: If the tag doesn’t fire, use GTM’s debugging tools to diagnose and fix the issue.

Step 5: Publishing and Going Live

Once you’ve tested and confirmed that everything is working, publish the changes in GTM. Your form submission tracking is now live.

Step 6: Viewing Data in GA4 and Google Ads

  1. Check Real-time Reports in GA4: Go to your GA4 property and view real-time reports to see immediate data on form submissions.
  2. Analyze in Google Ads: In your linked Google Ads account, you can now view and analyze how your ads contribute to form submissions.

Advanced Considerations:

  • Enhanced Measurement in GA4: GA4 offers enhanced measurement options that can automatically track certain types of form submissions. Explore these settings for additional insights.
  • Custom Dimensions and Metrics: If you need more detailed information, consider setting up custom dimensions and metrics in GA for your form submissions.
  • Cross-Domain Tracking: If your form redirects users across different domains, ensure you have cross-domain tracking set up in GA4.
  • Conversion Tracking in Google Ads: Utilize the data from form submissions as conversions in Google Ads to optimize your ad campaigns.
  • Using Google Ads Conversion Tags: For more accurate conversion data in Google Ads, consider setting up separate Google Ads conversion tags through GTM.
  • Event Parameters: Customize event parameters in GA4 for more granular data on form submissions, like form names or categories.


Setting up form submission tracking in GA4 and Google Ads via Google Tag Manager can initially seem daunting, but by following these detailed steps, you can gain powerful insights into user interactions with your forms. This data is invaluable for understanding the effectiveness of your website and ad campaigns, ultimately leading to more informed decisions and improved digital marketing strategies.

Leave a Reply

Your email address will not be published. Required fields are marked *