Track your form events in Google Analytics using Google Tag Manager

Track your form events in Google Analytics using Google Tag Manager

Hello fellow form builders, 

Tracking your web forms is a crucial task that helps you determine how well your customers are responding to your business strategies. With tracking, you can analyze user behavior to identify the fields or pages where users frequently abandon your form, note when forms are filled out partially and saved, and more. With this data, you can build better forms by updating, removing, and re-ordering your fields or pages to improve conversions.


Zoho Forms offers a variety of tracking techniques. Check out the options and choose the tracking technique that suits your business best.


Why should you use Google Tag Manager to track forms in Google Analytics? 

Google Analytics is a tool that gives you most of the comprehensive data required to analyze and monitor your business forms. If you wish to get data specific to form fields, pages, and more, combining Google Tag Manager with Google Analytics will help you do this so easily and efficiently.


Here are a few advantages of using Google Tag Manager with Google Analytics:

  • Trigger form events from Google Tag Manager without writing any code
  • Test and debug your configuration before publishing
  • Keep all the code for numerous tags and events in one place, without having to make any modifications.

What can you track in Google Analytics using Google Tag Manager?

Google Tag Manager helps you add and manage analytics and measurement tags to your form to track events in Google Analytics,namely when respondents:
  • View your form
  • Click the form fields
  • View form pages
  • Review the form
  • Save the form
  • Submit the form


 How does this setup work? 



What else should you know?


Google Tag Manager requires 3 main components to capture events:


Triggers instruct Google Tag Manager to fire a tag based on events detected in your form, such as field clicks or form submissions. When an event matching the trigger definition is detected, the tag associated with that trigger will be applied. You must configure Custom Event Triggers in Google Tag Manager to capture events triggered from Zoho Forms.



Variables are used to capture additional details related to an event. You can use variables to pass information to tags or trigger conditions. In order to capture triggered form event data from Zoho Forms, you need to configure Data Layer Variables.


Tags are the destinations where Google Tag Manager pushes your form data. Any tag you create in Google Tag Manager gets fired in response to the event trigger associated with it.


How do you configure Google Tag Manager? 

To configure Google Tag Manager and track your form events in Google Analytics:


  1. Create a Google Analytics account with a Google Analytics Property and an account at

  2. Install Google Tag Manager in your form, and select the form events you wish to track.

  3. In Google Tag Manager, configure Triggers, Variables, and Tags that need to fire when the selected form events occur.

  4. Preview to test and debug your configuration.

  5. If you have a Universal Analytics Property configured, refer to these detailed step-by-step instructions about configuring Google Tag Manager.

  6. Check out the video on GTM configuration with a Universal Analytics property.

  7. If you have a Google Analytics 4 Property configured, refer to these detailed step-by-step instructions about configuring Google Tag Manager.

  8. If you have configured Google Tag Manager and encounter issues with tracking, refer to these step-by-step instructions to debug your configuration.
    Refer to these frequently asked questions about Google Tag Manager for further clarification.


Over to you...

Track your form, analyze form engagement, learn from user behavior patterns, build better forms, and improve conversions with Zoho Forms! If you've used this tracking technique in Zoho Forms, we'd love to hear how it helped you expand your target audience. If you have any questions or feedback to share, feel free to comment below or drop us an email at






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