How to Track Online Form Submissions Using Google Analytics

Jotform provides Form Analytics to analyze data, improve responses, learn from customer behavior, and increase your conversion rate. If you need further analytics for your forms, you can use Google Analytics 4 (GA4) and Google Tag Manager (GTM).

A note before starting, the following setup only works on forms added to a website using the form’s source code. To learn more, see How to Get the Full Source Code of Your Form.

Form Tracking With Google Analytics 4

Google Analytics is a service that allows you to track events on your form. The following shows how to use Google Analytics on your form using a new property and data stream in an existing GA4 admin account but you can use your existing ones. See How to Set Up Analytics to get started with Google Analytics 4.

Assuming you already have a GA4 account, you’d need to

• Create a property
• Add a web data stream

Creating a property

1. In Admin, select Create Property in the Property column.

2. Next, enter your desired property name and details.
3. Scroll down to the bottom and select Next.

4. Choose your industry category and business size, then select Create at the bottom.

Once your property is ready, continue by adding a web data stream to it.

Adding a data stream

1. In Admin, choose your property in the Property column, then go to Data Streams.
   Note: Skip to the next step if you’re continuing from “Creating a property.”

2. In Data Streams, select the Web data stream to add it to your property.

3. In the Set up data stream dialog, enter your website’s URL and your desired stream name.
4. Select Create stream at the bottom.

5. Skip the tag installation for now and take note of the Measurement ID.

If you forgot your Measurement ID, you can get it by viewing your data stream in Admin > Data Streams. Once your data stream is ready, continue by setting up your Goole Tag Manager.

Setting Up Google Tag Manager

Assuming you already have your GTM account and GA4 Measurement ID, you’d need to

• Set up variables
• Create a trigger
• Set up the tag

Setting up variables

1. In your GTM account, go to Variables on the left, then select Configure in the upper-right corner.

2. In Configure Built-In Variables, scroll down to Forms and turn on all form variables.

3. Close Configure Built-In Variables once you’re done.

Now that the form variables are ready, the next step is to create a trigger.

Creating a trigger

1. In your GTM account, go to Triggers on the left, then select New in the upper-right corner.

2. Next, open Trigger Configuration and create a Form Submission trigger type.

3. Turn on Check Validation and set the enable-trigger condition to Page Path contains /.

4. Now, select Some Forms at the bottom and set the fire-trigger condition to Form ID equals {form_id} where form_id is your Jotform form’s ID.

Note: Form ID is the set of numbers found at the end of your form URL.

5. Enter your desired trigger name at the top, then select Save in the upper-right corner.

Now that the trigger is ready, the next step is to set up the GA4 configuration and event tags.

Setting up tags

To set up GA4 Configuration

1. In your GTM account, go to Tags on the left, then select New in the upper-right corner.

2. Next, open Tag Configuration and create a Google Analytics: GA4 Configuration tag.

3. Enter your desired tag name at the top, then provide your Measurement ID in Tag Configuration.

4. Select Save in the upper-right corner, then Save Tag when prompted.

To set up GA4 Event

1. Add a new tag and create a Google Analytics: GA4 Event tag.

2. Set up the following in Tag Configuration:

• Configuration Tag: {your previously created GA4 Configuration}
• Event Name: generate_lead

3. Scroll down to the bottom and open Triggering.
4. Select your Form Submission trigger.

5. Enter your desired tag name at the top, then select Save in the upper-right corner.

Once that’s done, continue by embedding your form and installing GTM on your website.

Adding Your Form and GTM to Your Website

To put it all together, you need to install GTM into your website where your form is embedded.

To embed your form

1. In the Form Builder, go to Publish > Embed > Source code.

2. Copy your form’s full source code and embed it into your website.
   See How to Get the Full Source Code of Your Form for more information.

To install Google Tag Manager

1. In your GTM account, at the top, choose your container to install.
2. Add the codes to your website’s head and body tags as mentioned in the dialog.

If you only need to monitor your form, you can choose to add the codes only to the pages where your form appears.

Once the form and tag are set, the next step is to check and save your configurations.

Testing Your Setup

To see if your setup works in GTM

1. In your GTM account, select Preview in the upper-right corner.

2. On the next page, enter the URL where your form and tag are installed, then select Continue.

Your form should open in a new tab or window. If Tag Assistant is having trouble connecting to your site, try installing the Tag Assistant Companion browser extension.

3. Once Tag Assistant is connected, send a test entry to your form.
4. Switch back to Tag Assistant and check the Summary pane on the left.

The Form Submit entry is a good indication that your tag is working.

5. Once you’re done, go to your GTM account, select Submit in the upper-right corner, and publish your setup to apply all the changes.

To see if your setup works in GA4

1. In your GA4 account, at the top, search and select DebugView.

2. Open Tag Assistant in a new tab and connect your site where your form and tag are installed.
3. Send a test entry on your form.
4. Check the logs in DebugView.

For more information, see how to monitor events in DebugView.