Why Track Your Web Forms?
Understanding how your Web Forms perform is crucial for measuring your marketing success. By connecting your forms to Google Analytics and Google Ads, you can see which campaigns drive the most leads, calculate your cost per acquisition, and make data-driven decisions about where to invest your marketing budget.
What You'll Need
Before you begin, make sure you have:
Your Web Form already embedded on your website
Google Analytics or Google Ads already installed on your site
Basic familiarity with where to add code to your website (or access to someone who does)
Good news: You don't need to be a developer to set this up! If you can copy and paste, you can track your forms.
How Web Form Tracking Works
When someone successfully submits your Web Form, it automatically triggers an event called iksFormSubmit. You can "listen" for this event and then tell Google Analytics or Google Ads that a conversion happened.
Think of it like a doorbell: when someone rings it (submits the form), you hear it (your tracking code detects the event) and can respond (send the data to Google).
Method 1: Add Tracking Code to Your Website (Most Common)
This method works for all form types and gives you the most flexibility.
Step 1: Locate Your Tracking Code
First, you'll need to know what type of Google tracking you're using. Check your website's code or ask your web developer which applies to you:
Google Analytics 4 (GA4) - Look for code containing gtag('config', 'G-XXXXXXXXXX')
Google Ads - Look for code containing gtag('config', 'AW-XXXXXXXXXX')
Google Tag Manager - Look for code containing GTM-XXXXXXX
Step 2: Add the Tracking Script
Add one of the following code snippets to your website. This code should be placed anywhere on the page where your form appears—it doesn't need to be next to your form embed code.
For Google Analytics 4
<script> document.addEventListener('iksFormSubmit', (event) => {
const response = event.detail;
// Send form submission event to Google Analytics
gtag('event', 'form_submission', { '
form_id': response.form_id, '
event_category': 'Web Form',
'event_label': 'Lead Submission'
});
});
</script>What this does: Every time someone submits your form, Google Analytics will record a "form_submission" event. You'll be able to see these events in your GA4 reports under Events.
For Google Ads Conversions
<script>
document.addEventListener('iksFormSubmit', (event) => {
const response = event.detail;
// Send conversion to Google Ads
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXXX/YYYYYYYYYY'
});
});
</script>
Important: Replace AW-XXXXXXXXXX/YYYYYYYYYY with your actual Google Ads conversion ID and label. You can find this in your Google Ads account under Tools > Conversions.
What this does: Tells Google Ads that a conversion happened, allowing you to track ROI from your ad campaigns.
For Google Tag Manager
<script> document.addEventListener('iksFormSubmit', (event) => {
const response = event.detail;
// Push form submission to dataLayer
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({ '
event': 'formSubmission',
'formId': response.form_id,
'formType': 'iksWebForm'
});
});
</script>What this does: Sends the form submission data to Google Tag Manager's dataLayer, where you can set up tags and triggers to handle it however you want.
Next step for GTM users: In your Google Tag Manager account, create a new trigger for the custom event "formSubmission" and connect it to your Google Analytics or Ads tags.
Step 3: Test Your Tracking
After adding the code:
Submit a test entry through your form
Check Google Analytics (Events report) or Google Ads (Conversions) within 24-48 hours
For immediate verification, use Google Tag Assistant (a free Chrome extension) to see if events are firing
Method 2: Add Tracking to Landing Page Forms (Easiest)
If your form is configured as a Landing Page type, you can add tracking code directly within the form builder—no website code editing required!
Step 1: Open Your Form Settings
Log into your account
Navigate to your Web Form
Locate the Extra Conditions section in the form builder
Step 2: Add Your Tracking Code
Paste the appropriate tracking code from Method 1 directly into the Extra Conditions section. Use the same Google Analytics, Google Ads, or Google Tag Manager examples shown above.
Step 3: Save and Publish
Save your form changes. The tracking code will now travel with your form automatically—no additional website updates needed!
Benefits of this method:
No need to edit your website code
Tracking code stays with the form if you move it
Easy to update without involving your web team
Perfect for non-technical users
Tracking Multiple Forms
If you have multiple forms on your website and want to track them separately, you can identify which form was submitted using the formId from the event:
<script>
document.addEventListener('iksFormSubmit', (event) => {
const response = event.detail;
const formId = response.form_id;
// Track different forms separately
if (formId === '123456789') {
gtag('event', 'contact_form_submission');
} else if (formId === '987654321') {
gtag('event', 'demo_request_submission');
}
});
</script>
This allows you to see in Google Analytics which specific forms are performing best.
Common Questions
Do I need to add this code to every page?
Only add the tracking code to pages where your forms appear. If you have forms on multiple pages, you can either:
Add the code to each page individually
Add it once to your site's global footer (if your web platform supports this)
Use Method 2 for Landing Page forms
Will this slow down my form?
No. The tracking code runs after the form is submitted, so it doesn't affect form loading speed or submission performance.
Can I track both Google Analytics and Google Ads?
Yes! You can include multiple tracking calls in the same event listener:
<script>
document.addEventListener('iksFormSubmit', (event) => {
const response = event.detail;
// Track in Google Analytics
gtag('event', 'form_submission', {
'form_id': response.form_id
});
// Track in Google Ads
gtag('event', 'conversion', {
'send_to': 'AW-XXXXXXXXXX/YYYYYYYYYY'
});
});
</script>
What if I'm not seeing data in Google?
Check these common issues:
Wait 24-48 hours—Google tracking isn't always instant
Verify your Google tracking code (gtag or GTM) is installed on your site
Use Google Tag Assistant to confirm events are firing
Make sure you replaced placeholder IDs (like
AW-XXXXXXXXXX) with your actual IDsCheck that you submitted a test form after adding the tracking code
Can I track other platforms like Facebook Pixel?
Absolutely! The same iksFormSubmit event works with any tracking platform. For example:
<script>
document.addEventListener('iksFormSubmit', (event) => {
// Facebook Pixel
fbq('track', 'Lead');
// LinkedIn Insight Tag
lintrk('track', { conversion_id: XXXXXX });
});
</script>
Advanced: Passing UTM Parameters
If you're using UTM parameters in your URLs (like ?utm_source=google&utm_campaign=spring2026), you can capture and send these to Google Analytics:
<script>
document.addEventListener('iksFormSubmit', (event) => {
const response = event.detail;
const urlParams = new URLSearchParams(window.location.search);
gtag('event', 'form_submission', {
'form_id': response.form_id,
'campaign_source': urlParams.get('utm_source'),
'campaign_name': urlParams.get('utm_campaign')
});
});
</script>
This helps you see exactly which marketing campaigns are driving form submissions.
Getting Help
Still have questions about setting up form tracking?
Check your Google documentation: Google provides detailed guides for Analytics 4 and Ads conversion tracking
Use browser extensions: Google Tag Assistant (Chrome) helps verify your tracking is working
Contact our support team: We're here to help with form-specific questions
Consult your web developer: For complex tracking scenarios or if you're unsure where to add code
Remember: Once set up, this tracking runs automatically—you'll never have to think about it again!
Running paid ads on Google or Meta? Learn about Enhanced Conversion Tracking to improve your ad attribution and ROAS measurement.