How to Track Contact Form Submissions Using Google Tag Manager and Google Analytics

In this tutorial, we’re going to show you step by step how to set up tracking of your contact form submissions using Google Tag Manager and Google Analytics. This tutorial assumes you have already set up Google Tag Manager and Google Analytics installed, so if you don’t, you’ll want to start with these tutorials first:

How to Set Up Google Analytics

How to Set Up Google Tag Manager

 

Set Up Google Tag Manager Variables

 

Google Tag Manager Workspace

 

 

Before you can start tracking that a contact form was submitted, you need to make sure some variables are enabled to capture this data. Click Variables, then Configure. We’ll be looking to track clicks, so make sure the 6 variables under Clicks are checked. Keep in mind if you have set up other tags and triggers to track other click-based conversions in Tag Manager, these may already be checked.

 

Google Tag Manager Configure Built-in Variables

 

Now, let’s create a tag to capture your contact form click.

 

Create a Google Tag Manager Tag to Capture Contact Form Submissions

 

Next, we are going to set up a tag that will tell Google Analytics to create an event with certain parameters when someone clicks your contact form submit button, and a trigger to alert the tag when someone has actually clicked the submit button. Remember when we enabled the variables earlier? We will use one of them to identify that the submit button of a particular form was clicked specifically.

Now, let’s create a new tag:

Click Add a New Tag

 

Google Tag Manager Workspace

 

Click the Tag Configuration box and select the type of tag you would like to use. Since we would like to set up Google Analytics Event tracking, we will choose Google Analytics – Universal Analytics.

 

Google Tag Manager Choose Tag Type

 

Under Track Type choose Event.

Now enter the tracking parameters you would like to assign. You can use any name you want, but for this example, we will use Form as the Category and Click as the Action. Since you want to track when someone clicks the contact from submission button, this name will be easy to recall when you set up the Goal in Google Analytics, which will cover next.

 

Google Tag Manager Configure Universal Analytics

 

Under Google Analytics Settings, click New Variable and input your Google Analytics ID so Google Tag Manager knows where to report the event. If you don’t know your ID or how to log into Google Analytics and find it, follow these instructions.

 

https://support.google.com/tagmanager/answer/9207621?authuser=3#ga_id

 

Google Tag Manager Setup Google Analytics

 

Click Save.

 

Create a Trigger

 

Now you need to add a Trigger which tells the Tag when to run. In this case, we only want to tag to execute when someone clicks the contact from submission button. Click Add Trigger to continue.

 

Google Tag Manager Add Trigger

 

Click the + sign and then click the Trigger Configuration box.

 

Google Tag Manager Choose Trigger

 

Since we are tracking a click chose Click – All Elements

Since we are only looking to track the click of a specific button, in this case, contact form submission button, choose Some Clicks.

Now, you’ll need to choose and configure variable that you can use to uniquely identify the click. This is the trickiest part for beginners. Right click the submit button you want to track and click Inspect and then click Edit, Copy and paste it into a document so you can look at it. This is the code from the Jess contact from submission button.

<input type=”submit” value=”Send” class=”wpcf7-form-control wpcf7-submit” id=”form-submit”>

You will want to find text between the quotation marks after either class= or id=. The text in between the quote marks is the variable you will need.

In my example, my button has a class that identifies it uniquely, wpcf7-form-control wpcf7-submit. In some cases, you will need to use ID, which in this example is form-submit. Choose Equals and copy in the class name exactly or choose Contains and copy in just a portion of it.

Next, click Save and name your trigger. In this case, I called it Submit Form.

Name your Tag and click Save.

 

Google Tag Manager Submit Form

 

Finally, you’ll need to save and publish your container.

Click Submit, type in a few words that will describe what you created (or updated) and click Publish.

 

Google Tag Manager Submit

 

Test Your Tag

 

Now it’s time to test. Open Google Analytics. Open your website in another browser tab or window. Navigate to the contact form, fill it out, and submit it. Quickly go back to Google Analytics and click Realtime. If you used the Category and Action we suggested, you should see that the Event Category is Form and the Event Action is Click. If you see them, you are all ready to set up your event tracking goals. If you don’t see an event tracked at all, carefully retrace the steps above. In particular, make sure you have used the right logic in your variable and be sure to re-publish the container if you make any changes.

 

Google Analytics Realtime Events

 

 

If everything looks OK, let’s set up the Event Goal.

What are Event Goals?

 

An Event Goal tracks when a user completes a particular action that meets one or more conditions defined in the Google Tag Manager tag.

Events are typically defined with one or more of the following attributes:

  1. Category
  2. Action
  3. Label
  4. Value

The Goal only triggers when each of the category, action, and label attributes is executed. In this example, we used Form as the category and Click as the Action, so we need to set up a Goal to register a conversion if Category = Form and Action = Click.

 

How to Set Up Event Goals to Track Form Submissions

 

Click the Admin menu, which looks like a gear, Goals, + New Goal.

 

Google Analytics Goals Screen

 

Under 1 Goal Setup, select Custom and then Continue.

 

Google Analytics Goal Setup Step 1

 

Under 2 Goal Description, enter a Goal Name. (Note: Use something you’ll recognize, for example “Contact Form Submission”).

Select Event, and then Continue.

 

Google Analytics Goals Setup Step 2

 

Under Goal Details, enter the Form as the Category. Enter Click as the Action.

Click Save

 

Google Analytics Goal Setup Step 3 - Goal Details

 

Testing Event Goals

 

Now, test your Goal and make sure everything is set up correctly. From Google Analytics, click Real Time, then Conversions, then complete your form and click the Submit button. If everything was set up correctly, your goal should be recorded and you’ll know because there will be a 1 next to the goal in the Active Users column. If your Event Goal was incorrectly set up, go back into the admin and edit your goal, and confirm you followed the above seven steps exactly. If you aren’t sure you identified the proper category or action, select Real-Time and then Events and look to see what Event Category and Event Action were recorded. If you used the suggested category and action, Category should be Form and the Action should be Click. Keep in mind events are case sensitive and need to be defined precisely.

 

Google Analytics Realtime Conversions

 

 

Stuck setting up conversion tracking for your form? Just post a comment below and our Jess marketing xxperts will help you out.

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