Track Webflow form submissions with Google Analytics (GA4) and Tag Manager

**Update** We've added some video content to this post that'll hopefully make it easier to follow along and show you some more advanced ways of doing this than detailed in the post below when it comes to tracking only specific forms or multiple different forms separately. Please subscribe to the channel to stay up to date on our latest how-to's and updates.

In this post we'll set up a Google Analytics 4 (GA4) event in Google Tag Manager to track Webflow form submissions, then mark it as a key event (what GA4 used to call a conversion) so you can see it in your reports.

‍Depending on your form settings in Webflow there are basically two easy ways to track a form submission. If you've set up a redirect URL for your form you could track visits to the destination URL as a conversion, alternatively you could track the submission event, which is what we'll be doing.

This will be quite a quick post, but it's especially useful as this trigger and event can be used for more than just seeing how many form submissions there have been in Google Analytics. Milk Moon Studio is a small design focussed Webflow Studio, we're Webflow designers, we want things simple and if you use Google Ads or Facebook Ads etc. and want to run ads optimised for lead conversions you can use the trigger we'll be setting up in the post to track the leads generated by your ads, which will not only help your ad platform optimise for conversions, but allow you to see the cost per conversion for your campaigns and keep your Webflow project clean.

We won't be covering how to set up Google Tag Manager, Google Analytics or how to add them to your Webflow Project. To do that you can go check out our previous posts:

Installing Google Tag Manager and Google Analytics in Webflow: Part 1

Installing Google Tag Manager and Google Analytics in Webflow: Part 2

Step 1: Create your tag

Head on over to Tag Manager, open your Webflow Project Container, hit Variables and Configure.

Now go ahead and toggle all, you're not gonna need 'em all but just makes things easier when you're creating other triggers.

Head to Tags and hit New.

Give your Tag a name and choose the GA4 Event Tag.

Now go ahead and select the config tag (Tag Manager now calls it the Google tag) you set up in our other post. This is the GA4 account you want to send the event to. Give the event a name (this is what'll show in Google Antics). Finally, if you'd like to create Audiences in GA you can add a user parameter (like lead_submit or whatever) under User Properties.

Now the important bit, the trigger. We say important as this is what you'll not only use for GA, but for any other lead tags you'd like to create for platforms like Facebook or Pinterest etc.

Hit Triggering and then the +

Give your Trigger a name and choose the Form Submission trigger under Trigger Type.

You could stop the process here, but what if you have more than one form in your project? We're gonna narrow things down by only triggering on forms that are on the contact page. You could use other variables like Click Text etc. etc. but that's another post and can get super granular.

Let's select Some Forms, then Click URL, Contains and the URL of the contact us page.

And that's it for the tag setup, Submit, Publish and then test by hitting Preview.

Stick in your URL, and Connect. You'll now have the Preview Tab and your Site tab, head to your contact form, fill it in and submit, then switch back to the Preview Tab to see if everything's firing properly.

And there's our Tag.

Let's take a closer look by clicking the Tag.

Here we can see the Triggering filters we selected, the form submit event and the Click URL for the contact us page.

Now you can head to Google Analytics, you won't have anything yet, but once the events start showing (wait a day), go to Events in GA4 and tick the conversion button next to the contact form submit event to have it show under conversions.

And you're done! Congrats. We'll cover how to reuse this Trigger for lead events in your ad platforms in another post.

One wording update: Google has since renamed conversions in GA4 to key events, so where we say to tick the conversion button, look for the option to mark the event as a key event instead. It does the same job. If you're still fuzzy on how events work, our post on tracking events in GA4 with Tag Manager covers the basics, and the same trigger idea works for tracking button clicks.

If Tag Manager slows your pages down, have a look at delaying your Tag Manager tags, and if you're wondering why we use it at all, we explain why Google Tag Manager is worth using in Webflow. You can also load GA4 through Cloudflare Zaraz instead of Tag Manager.

Frequently asked questions

How do I track a Webflow form submission in Google Analytics 4?

Create a Form Submission trigger in Google Tag Manager, use it to fire a GA4 event tag, then mark that event as a key event in GA4. The steps above walk through each part.

Do I need a redirect or thank-you page to track Webflow form submissions?

No. If your form redirects to a destination URL you can track visits to that page as a conversion, but the Form Submission trigger tracks the submission itself, so it works without a redirect.

What is the difference between conversions and key events in GA4?

In GA4, what used to be called a conversion is now called a key event. Google's help documentation says that "events that measure actions that are important to the success of your business are now called 'key events'", with the term conversion now used for actions that measure and optimise your Google Ads campaigns.

How long before my form submit event shows up in Google Analytics?

Give it about a day. The event won't be there straight after you publish, so test with Tag Manager's Preview mode first, then check Events in GA4 the next day.

Can I reuse the form trigger for Facebook, LinkedIn or Google Ads?

Yes. The same trigger can fire lead tags on other ad platforms, which lets them optimise for lead conversions and shows you the cost per conversion for your campaigns.

Drop your questions in the comments if you get stuck, and remember to check out the How-To section of our blog for more tutorials.