Tracking Form Submissions With Google Analytics and Tag Manager

Data Analytics

If you’re doing any type of inbound marketing that drives prospective clients to your website, it’s a good idea to have a contact or subscription form to gather information and turn visitors into leads.

The number of contact form submissions you receive can paint a picture of how well your overall inbound marketing strategy is doing, but how will you know what channels are effectively gathering new leads and what channels are not? If you’re investing time and resources into blogging, PPC, social media, email campaigns, whitepapers, etc., you need to know exactly how each channel performs in order to adjust strategy or reallocate resources. The key to improving and optimizing your marketing initiatives is to increase the granularity of the data you receive. This can be done by creating a form submission event in Google Analytics using Google Tag Manager.

Tag Manager is a powerful, free tool that lets you drop snippets of code into your website without ever having to dig into the backend. It’s simple to install and makes creating events in Analytics easier than ever.

Follow this step-by-step process to track form submissions with Google Tag Manager.

Step 1:

If you already have a Tag Manager account, proceed to Step 2. If you don’t, create one and drop in the container snippet onto the backend of your site.

Step 2:

Find the form ID by right-clicking on the form and selecting Inspect Element while using Google Chrome. Look for the id attribute in the tag:

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

For Bonfire’s subscription form, the id is “mc4wp-form-1.”

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

Step 3:

In your Tag Manager account, click on Variables and make sure all Click and Form variables are enabled. This is critical for creating triggers later in the process.

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

Step 4: 

Create a new Universal Analytics tag and name it. This tag is named “Subscribe Form Submit,” but you may choose to name your tag anything you’d like.

Step 5: 

Click Continue and enter your Google Analytics property ID. Select Event under Track Type and fill in your event tracking parameters. For this example, Subscribe, Submit, and Form are used for Category, Action, and Label, respectively. These parameters are used to categorize your events inside your Analytics account.

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

Then, select True for Non-Interaction Hit. This prevents the event from being considered something like a page view, which can skew the bounce rate for your website.

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

Step 6:

Next we are going to create a trigger that activates the Form Tag. After clicking Continue, click the Form trigger button.

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

Step 7:

Name your trigger and select Form Submission as your event. Then click the boxes Wait for Tags and Check Validation.

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

The Check Validation option allows you to only fire the tag if the form successfully submits. If you prefer to leave this unselected you can, but the tag will fire whenever a user tries to submit the form, even if the submission fails or is the result of erroneous activity.

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

If your contact form appears on every page, you should enable it on every page, as seen using the regular expression above. However, if your contact form (or any other form) appears exclusively on one URL (i.e., www.website.com/contact), submit that into the form. Doing so should look like this:

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

Step 8:

Click Continue and choose Some Forms.

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

Then, add the following trigger conditions using the Form ID you found earlier.

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

Save the trigger and then create the tag.

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

The final tag configuration should look like this in your Tag Manager container:

Follow these eight steps to track form submissions in Google Analytics using Google Tag Manager. It's easy!

Finally, be sure to check your tag is functioning properly by entering Debug mode and then publish the container to push your tag live.

Google Analytics can now accurately track which of your inbound marketing channels is bringing in the most valuable lead form submissions.

Stay tuned for more handy Google Analytics tips from Bonfire Marketing as part of our ongoing #MetricsMonday series.

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2018-10-05T20:43:32+00:00

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Bonfire Marketing

220 NW 8th Ave. Portland, Oregon 97209

Phone: 503-334-2071

Web: https://thinkbonfire.com