How to Track Conversions With Google Tag Manager

Modified on Thu, 5 Jan, 2023 at 4:21 PM

Configure a new tag in Google Tag Manager

You will need to configure a new tag in Google Tag Manager that will successfully capture and report a unique event in GA4 (Google Analytics 4).

This method gives you a lot more flexibility and control over your conversions.

For this example, let’s say you have a form on your website that doesn’t redirect to a new page.

You could configure your event in Google Tag Manager to track the submission button as a conversion instead.

If you’re new to Google Tag Manager, then you’ll want to click on ‘Configure’ and ensure that all the boxes are checked under the ‘Forms’ section.

Afterwards, you’ll need to click on ‘Triggers’. Here you’ll want to create a generic form submission trigger. This will allow you to see the form submission event inside of Google Tag Manager, and you’ll know which form id to fire your tag and conversion event in Google Analytics 4.

Once complete, go into preview mode, type in your domain and fill out a form.

If successful, you should be able to see the form submit event and your variables in Google Tag Manager.

You’ll want to scroll down to Form ID and make a note of the code as you’ll need this later on in this set-up.

Next, go to ‘Tags’, select ‘New’ and give your tag a name. Make sure to give it a name that is easy to remember.

Select ‘Tag Configuration’, click ‘Google Analytics: GA4 Event’ and complete the set up. Under ‘Event Parameters’ you can assign a value which is displayed in Analytics every time the event is triggered. Before you hit save, make sure that this tag is only firing once per event. You don’t want someone to fill this in multiple times as it’ll lead to many data discrepancies further down the line.

Now, for the trigger. Click the ‘+’ in the top right hand corner. Select ‘Form Submission’ and select ‘Some Forms’. In the drop down menu, look for ‘Form ID’. You’ll want to copy that code into the field that you took a note of earlier on in this step-by-step guide. Once complete, click ‘Save’.

Now, you’ll need to go back into preview mode to make sure that the tag is firing correctly. To test if it’s working correctly, complete another form submission on your desired webpage. Go back to your form submit event you made earlier in step 3. If set up correctly, you’ll be able to find your submission displayed in Google Tag Manager. Go back to ‘Tags’ and click ‘Submit’.

Go back to your GA4 property. Be mindful that it can take a few hours for your new event to be displayed in your ‘All Events’ view. Eventually, it’ll show and you can go ahead and mark it as a conversion. Once complete, you should be able to see your new event under ‘Conversions’ as well as other reports in GA4.