Are you struggling to track form submissions on your website? Many users face challenges with tracking forms and understanding user behavior. If you use Gravity Forms, mastering its tracking can seem tricky.

Fortunately, integrating Google Tag Manager (GTM) and Google Analytics 4 (GA4) with Gravity Forms can make this process easier. By linking these tools, you’ll gain valuable insights into user interactions and form performance.

This comprehensive guide will walk you through each step:

• Accessing the code repository
• Configuring Google Tag Manager
• Verifying your setup
• Collecting data in Google Analytics
• Implementing best practices and advanced tracking techniques

Ready to improve your form tracking skills? Let’s get started!

Key Takeaways

• Access Essential Code: Copy the JavaScript code from the FormDataLayer.js file in the shared repository to enable accurate data collection when users submit forms on your website.
• Create Tags and Triggers in GTM: Set up a Custom HTML tag with the tracking script and configure specific triggers for form submissions to ensure precise tracking.
• Configure Data Layer Variables: In GTM, create Data Layer Variables like formID, customerSource, and industryType to capture detailed information about each submission in Google Analytics.
• Test and Verify Thoroughly: Use GTM’s Preview mode to test different form scenarios and ensure that tags fire correctly. Verify data in Google Analytics by checking the Events report or setting up custom reports.
• Consider Advanced Tracking and Privacy: Implement error handling, consider data privacy, and explore advanced tracking techniques for deeper insights.

Step-by-Step Guide: Gravity Forms Tracking with Google Tag Manager and Google Analytics

1. The Code: Collecting Data Layers in Google Tag Manager

To start, you’ll need the JavaScript code that enables data layer tracking for Gravity Forms.

<script>
(function($) {
    $(document).ready(function(){

        document.addEventListener('submit', function(event) {
            var form = event.target.closest('form[id^="gform_"]');
            if(form) {
                var formId = form.getAttribute('data-formid');
                var isAjaxForm = form.getAttribute('target') === ('gform_ajax_frame_' + formId);
                var formData = new FormData(form);
                var gformData = {formId: formId};

                if(isAjaxForm) {
                    formData.forEach(function (value, key) {
                        if(key) {
                            var formattedKey = key.replace('.', '_');
                            gformData[formattedKey] = value;
                        }
                    });
                    localStorage.removeItem('gFormData');
                    localStorage.setItem('gFormData', JSON.stringify(gformData));
                }else {
                     var errorRequired = false;

                     formData.forEach(function (value, key) {
                        if(key) {
                            var inputField = form.querySelector('[name="'+key+'"]');

                            if(inputField) {
                                var isRequiredField = inputField.getAttribute('aria-required') === 'true';

                                if(isRequiredField) {

                                    if(inputField.tagName === 'SELECT') {
                                        var selectedOptionVal = inputField.options[inputField.selectedIndex].text;
                                        if(!selectedOptionVal) {
                                            errorRequired = true;
                                        }
                                    }else if((inputField.getAttribute('type') === 'email') && (!value || !value.includes('@'))) {
                                         errorRequired = true;
                                    }
                                    else if(!value) {
                                        errorRequired = true;
                                    }
                                }
                            }

                            var formattedKey = key.replace('.', '_');
                            gformData[formattedKey] = value;
                        }
                    });

                    var requiredCheckboxesRadio = form.querySelectorAll('.gfield--type-checkbox.gfield_contains_required, .gfield--type-radio.gfield_contains_required');

                    requiredCheckboxesRadio.forEach(function(fieldSet) {
                        if(fieldSet.querySelector('input[type="radio"]') || fieldSet.querySelector('input[type="checkbox"]')) {
                            if(!fieldSet.querySelector('input:checked')) {
                                errorRequired = true;
                            }
                        }
                    });


                    if(!errorRequired) {
                        window.dataLayer = window.dataLayer || [];
                        delete gformData['formId'];
                        delete gformData['state_1'];
                        delete gformData['version_hash'];
                        dataLayer.push({event: 'gravity_form_submit', formId: formId, inputs: gformData});
                    }
                }
            }
        });


        $(document).on('gform_confirmation_loaded', function(event, formId){
            var gformData = localStorage.getItem('gFormData');
            if(gformData) {
                gformData = JSON.parse(gformData);
            }

            window.dataLayer = window.dataLayer || [];

            if(gformData && gformData.formId == formId) {
                delete gformData['formId'];
                delete gformData['state_1'];
                delete gformData['version_hash'];
                dataLayer.push({event: 'gravity_form_submit', formId: formId, inputs: gformData});
                localStorage.removeItem('gFormData');
            }else {
                dataLayer.push({event: 'gravity_form_submit', formId: formId});
            }

        });
    });
})(jQuery);
</script>

Copy the JavaScript Code:

• Copy the code: Select all the code in the file and copy it to your clipboard.

Accessing this code is vital for successful form tracking—the right tools make all the difference. Copying this script ensures accurate data collection when users submit forms on your website.

2. Configure Google Tag Manager

Now that you have the necessary code, it’s time to set up Google Tag Manager.

How to Enable Built-in Variables:

1. Log in to GTM: Go to your Google Tag Manager account.
2. Access Variables: On the left-hand menu, click “Variables.”
3. Configure Built-in Variables: Under “Built-In Variables,” click “Configure.”
4. Enable Form Variables: Check the following boxes:
   • Form ID
   • Form Classes
   • Form Element
   • Form Target
   • Click ID
   • Click Classes
5. Save Changes.

Enabling these variables ensures your form submission triggers and tags function properly.

Create a Custom HTML Tag with the Tracking Script

1. Log into GTM: Access your Google Tag Manager account and select the appropriate container for your website.
2. Create a New Tag:
   • Navigate to “Tags” in the left-hand menu.
   • Click “New” and name the tag “Gravity Forms Data Layer Script”.
3. Configure the Tag:
   • Tag Type: Select “Custom HTML”.
   • HTML Field: Paste the JavaScript code you copied from FormDataLayer.js.
   • Ensure Script Tags: Make sure the code is wrapped within <script> tags if it isn’t already.
4. Set the Trigger:
   • Click on “Triggering”.
   • Choose “All Pages” as the trigger.
   • This ensures the tracking script is available on all pages where the form may appear.
5. Save the Tag.

Create a Trigger for Form Submissions

While the script runs on all pages, you need to create a specific trigger for form submissions.

1. Create a New Trigger:
   • Navigate to “Triggers” and click “New”.
   • Name it “Gravity Form Submission”.
2. Configure the Trigger:
   • Trigger Type: Select “Form Submission”.
   • Enable “Check Validation”: This ensures the trigger only fires on successful form submissions.
   • Fire On Specific Forms: Use filters to target the specific Gravity Form(s) by:
     • Form ID: If available, use the form’s unique ID.
     • CSS Selectors: Use CSS classes or IDs associated with the form.
   • Example Filter: Form ID equals gravity_form_1
3. Save the Trigger.

Precision is key in effective web analytics. This targeted approach helps maintain clean data collection.

3. Create Data Layer Variables in GTM

Data Layer Variables allow you to capture specific information from the data layer and send it to Google Analytics.

Create Variables for Data Collection

1. Navigate to Variables:
   • Click on “Variables” in the left-hand menu.
2. Create New User-Defined Variables:
   • Click “New” under “User-Defined Variables”.
3. Set Up Each Variable:
   • Variable Name: formID
     • Variable Type: “Data Layer Variable”
     • Data Layer Variable Name: formID
   • Repeat for Other Variables:
     • Variable Name: customerSource
       • Data Layer Variable Name: customerSource
     • Variable Name: industryType
       • Data Layer Variable Name: industryType
4. Save Each Variable.

These variables will help Google Analytics capture detailed information about each form submission.

4. Configure GA4 Event Tag in GTM

Set up a tag to send form submission data to Google Analytics 4.

Create a GA4 Event Tag

1. Create a New Tag:
   • Navigate to “Tags” and click “New”.
   • Name the tag “GA4 Event – Gravity Form Submit”.
2. Configure the Tag:
   • Tag Type: Select “Google Analytics: GA4 Event”.
   • Configuration Tag: Choose your existing GA4 configuration tag. If you don’t have one, you’ll need to create it with your GA4 Measurement ID.
   • Event Name: Enter gravity_form_submit.
3. Set Event Parameters:
   • Click “Add Row” to add parameters.
   • Parameter Name: form_id
     • Value: Select the variable {{formID}}.
   • Parameter Name: customer_source
     • Value: Select the variable {{customerSource}}.
   • Parameter Name: industry_type
     • Value: Select the variable {{industryType}}.
4. Set the Trigger:
   • Click on “Triggering”.
   • Select the trigger “Gravity Form Submission” you created earlier.
5. Save the Tag.

This configuration ensures that each form submission sends detailed data to Google Analytics 4.

5. Test and Verify Your Setup

Thorough testing ensures that your tracking works as intended.

Use GTM’s Preview Mode

1. Enter Preview Mode:
   • In GTM, click the “Preview” button.
   • This will open a new tab with your website in debug mode.
2. Test Different Form Scenarios:
   • Incomplete Submission:
     • Attempt to submit the form without filling in required fields.
     • Verify that the GA4 Event tag does not fire.
   • Successful Submission:
     • Fill in all required fields and submit the form.
     • Check the GTM debug panel to confirm that:
       • The Gravity Forms Data Layer Script tag fired on page load.
       • The GA4 Event – Gravity Form Submit tag fired upon form submission.
       • Data Layer Variables (formID, customerSource, industryType) contain the correct values.
   • Error Submission:
     • Intentionally cause an error (e.g., enter invalid data).
     • Ensure that tracking behaves appropriately.

Verify Data in Google Analytics

1. Open GA4 DebugView:
   • Log into your Google Analytics 4 account.
   • Navigate to “Configure” > “DebugView”.
2. Monitor Events:
   • In DebugView, look for the gravity_form_submit event.
   • Click on the event to view the parameters.
   • Verify that form_id, customer_source, and industry_type are correctly populated.
3. Check Real-Time Reports:
   • Navigate to “Reports” > “Real-time”.
   • Confirm that your event appears in the live data.

By testing various scenarios, you ensure comprehensive tracking and accurate data collection.

6. Implement Error Handling and Privacy Considerations

Enhancing your tracking setup with error handling and privacy measures is essential.

Error Handling in JavaScript

• Implement Try-Catch Blocks:
  • Modify your FormDataLayer.js script to include error handling.
  • Example:javascriptCopy codetry { // Your tracking code here } catch (error) { console.error('Gravity Forms Tracking Error:', error); }
• Log Errors:
  • Use console.error() to log any issues, which can be helpful during debugging.

Data Privacy and Anonymization

• Avoid Collecting Personal Identifiable Information (PII):
  • Ensure that no PII (e.g., names, emails) is sent to Google Analytics.
• Anonymize Data:
  • If necessary, implement functions to hash or anonymize sensitive data before sending it.
• Comply with Regulations:
  • Be aware of GDPR, CCPA, and other data protection regulations.
  • Provide users with opt-out options if required.

7. Explore Advanced Tracking Techniques

For deeper insights, consider implementing advanced tracking methods.

Track Individual Form Fields

• Custom Event Parameters:
  • Capture specific form field values (non-PII) by adding them to the data layer and creating corresponding variables.
• Example:
  • Track the selected product or service in a form.

Use Custom Dimensions and Metrics

• In Google Analytics:
  • Set up custom dimensions to store additional data from your forms.
• In GTM:
  • Modify your GA4 Event tag to include custom dimensions.

Implement Conversion Tracking

• Set Up Conversions:
  • Mark the gravity_form_submit event as a conversion in GA4.
• Measure ROI:
  • Track the effectiveness of marketing campaigns by linking form submissions to advertising platforms.

Finalizing and Publishing

After thorough testing and verification:

1. Publish Your GTM Container:
   • In GTM, click “Submit”, add a version name and description, and publish your changes.
2. Monitor Ongoing Data:
   • Regularly check Google Analytics to ensure data is being collected as expected.
   • Set up alerts for any anomalies.

Conclusion

Congratulations! You now have a robust setup for tracking Gravity Forms using Google Tag Manager and Google Analytics 4. By implementing these steps, you’re well on your way to gaining valuable insights into user behavior and form performance.

Share Your Thoughts and Stay Connected

We hope you found this guide helpful. Share your thoughts in the comments section below—your feedback helps us improve future guides. If you have any questions or need further assistance, don’t hesitate to ask.

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• Join our community forum to engage with others, share tips, and learn more about Gravity Forms tracking.

Participation enriches your understanding as well as that of fellow readers. Happy tracking!

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Additional Resources

• Gravity Forms Documentation: Gravity Forms Official Docs
• Google Tag Manager Help: GTM Support
• Google Analytics 4 Guides: GA4 Documentation

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Troubleshooting Tips

• Tags Not Firing:
  • Double-check trigger configurations.
  • Ensure that the form IDs or selectors used in triggers match the actual form.
• Data Not Appearing in GA4:
  • Verify that your GA4 Measurement ID is correct.
  • Check if ad-blockers are preventing data collection.
• Debugging JavaScript Errors:
  • Use the browser’s developer console to look for error messages.
  • Ensure that there are no syntax errors in your FormDataLayer.js script.

By following these guidelines and incorporating the suggested improvements, you’ve created a more robust and informative Gravity Forms tracking setup. This will not only enhance your data collection but also provide deeper insights into your users’ interactions with your forms.