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Tracking form views and sign-ups in Google Tag Manager

Your forms can send their views, steps and submissions to Google Tag Manager, so you can count a sign-up as a conversion in Google Analytics, Google Ads or Meta. Where the events end up depends on where the form runs: on its own link, or on a page of your website.

The events a form sends

Every form sends the same 4 events:

  • leat_form_view: the form was opened.
  • leat_form_step: the visitor went on to the next step. The event carries step, the number of the step they're on now, so the first one you see is step: 2.
  • leat_form_submit_success: the last step was submitted and saved.
  • leat_form_submit_error: the submission was refused, for example because a field wasn't filled in correctly.

Each event also carries form_uuid and form_name, so one trigger can tell your forms apart. Nothing the visitor typed is ever in an event: no email address, no name, no answers.

To turn a sign-up into a conversion, create a Custom Event trigger in Google Tag Manager on leat_form_submit_success and attach your conversion tag to it.

This is the form opened from its link or QR code, under Share a link on the Share form page.

Here the form loads your Google Tag Manager itself. Set it up in the form editor:

  1. Go to CRM → Forms, open the form and click Edit form.
  2. Open Settings and go to the Analytics tab.
  3. Switch on Enable Google Tag Manager and fill in your Container ID, for example GTM-ABC1234.
  4. Click Submit.

Once it's on, the form's Information page shows the container under Analytics.

GTM ID, container ID, Tag Manager ID: one and the same

Google, webshop platforms and agencies all use different names for this ID: GTM ID, container ID, Tag Manager ID or Google Tag Manager ID. They all mean the same code, the one that starts with GTM-. In Google Tag Manager you find it at the top of your workspace, next to the container's name.

It's not your Google Analytics ID, which starts with G-, or your Google Ads ID, which starts with AW-. Those go into tags inside your Google Tag Manager container, not into the form. The field only accepts an ID that starts with GTM-, followed by letters and numbers.

Visitors see a cookie banner, This site uses cookies, before anything is tracked. Google Tag Manager only loads once they click Accept all. With Functional only it never loads and no events are sent. You change the banner's text, and add a link to your cookie statement, on the Cookie banner page in your settings. See Changing the cookie banner your contacts see.

Because the form runs on its own address here, any tag that fires records the visit under the form's address, not under your website.

The preview you open from the form's page in the dashboard never loads Google Tag Manager, so your own test views there aren't counted.

On your website

When the form sits on a page of your website, it never loads the Google Tag Manager you set in the form editor. It sends its events to the Google Tag Manager that's already on your page instead. That keeps every event counted once and spares visitors a second cookie banner.

How the events get there depends on the embed code you used from the Embed form page:

  • Embed on your website: the form runs in a frame, which your page's Google Tag Manager can't see into. The form hands each event to your page, and the embed script pushes it into your page's data layer.
  • Embed without a script: the same, done by the short script that comes with the iframe in this code. If your website builder strips that script, the form still works, but its events never reach Google Tag Manager.
  • Advanced embedding: the form is drawn straight into your page, so it pushes its events into your page's data layer directly.

If your page doesn't run Google Tag Manager, nothing is added to it: no data layer, no script.

Cookie consent on your website is up to your own Google Tag Manager setup. The form hands over its events either way, and your consent settings decide which tags may act on them.

When the events don't show up

  • On the form's own link, check that Enable Google Tag Manager is on, that the Container ID starts with GTM-, and that you clicked Accept all in the cookie banner. A visitor who chose Functional only sends nothing.
  • On your website, check that Google Tag Manager runs on that page. Open your container's preview mode and fill in the form: the leat_form_* events appear in the list as they happen.
  • With Embed without a script, check that the script part of the code is still on the page.
  • The form has to be active. An inactive form sends no events.
  • To see what the form does, add ?leat_debug=1 to the address of the page the form is on and open your browser's console. Lines starting with [Leat] say whether the form loaded its own Google Tag Manager or is waiting for cookie consent, and which events it sent and where they went. With Embed on your website, the setting is passed on to the form for you. With Embed without a script, add it to the iframe's own address as well.

You won't see events counted twice when a page holds 2 forms, or both the old and the new embed code: only one of them passes the events on.

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