Tracking Google Analytics 4 (GA4) Marketo Form Submission using Google Tag Manager

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Google Analytics 4 (GA4) Marketo Form Submission Tracking using Google Tag Manager

GA4 Marketo Form Submission refers to the tracking of form submissions on Marketo landing pages using Google Analytics 4 (GA4). By integrating GA4 with Marketo, marketers can track the performance of their landing pages, including form submissions, and gain valuable insights into user behavior. This information can be used to optimize marketing strategies, improve the user experience, and increase conversion rates. The integration between GA4 and Marketo enables marketers to collect, analyze, and act on data from multiple sources to make data-driven decisions and drive better business outcomes.

To Track Marketo form submissions in Google Analytics 4 (GA4), you can set up an event in GA4 and then use Marketo’s tracking code to send form submission data as an event to GA4. Here’s a high-level overview of the steps:

  • Set up a GA4 event in your GA4 property: Go to the GA4 property for your website, navigate to the “Events” section, and create a new event for your Marketo form submissions.
  • Get your GA4 tracking code: In GA4, find your tracking code in the “Admin” section and copy it to your clipboard.
  • Add the GA4 tracking code to your Marketo form: In Marketo, go to the form you want to track and add the GA4 tracking code to the form’s tracking code.
  • Send form submission data as an event to GA4: In the tracking code, set up the event to be triggered when the form is submitted, and pass the form data as event parameters.

A Marketo Form Listener is a JavaScript code that listens for events on a Marketo form, such as when a form is submitted. The listener can then perform specific actions based on the event, such as sending the form data to another service or triggering an event in Google Analytics 4 (GA4).

To set up a Marketo Form Listener in Google Tag Manager (GTM), you’ll need to create a custom HTML tag and trigger in GTM and then add the Marketo Form Listener code to the custom HTML tag. Here’s a high-level overview of the steps:

Here’s an example of how you can set up a Marketo Form Listener:

  1. Create a custom HTML tag: In GTM, create a new custom HTML tag and add the Marketo Form Listener code to the tag.

2. Define the listener: In the custom HTML tag, define the listener using the Marketo Munchkin API.

MktoForms2.whenReady(function (form){
  form.onSubmit(function(){
    // Add your code here
  });
});

3. Create a trigger: In GTM, create a new trigger that fires on the page where your Marketo form is embedded.

4. Add the trigger to the custom HTML tag: In GTM, add the trigger to the custom HTML tag you created in step 1.

5. Perform actions based on the event: In the listener code, you can perform specific actions based on the form submission event, such as sending the form data to another service or triggering an event in Google Analytics 4 (GA4).

Here’s an example of how to send the form data to Google Analytics 4 (GA4):

MktoForms2.whenReady(function (form){
  form.onSubmit(function(){
    dataLayer.push({
      'event': 'formSubmission',
      'formId': form.getId()
    });
  });
}); 

By using a Marketo Form Listener in GTM, you can extend the functionality of your Marketo forms and perform specific actions based on form submissions, such as sending the form data to Google Analytics 4 (GA4).

Disclaimer: Google tag manager belongs to Google property 

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