Background:
Form submissions are a key part of a website’s conversion process, serving as a primary method for capturing leads and valuable customer information. However, tracking these submissions with precision can be difficult without a robust setup. We recently assisted a client in enhancing their form submission tracking using Google Tag Manager (GTM) and a dataLayer configuration. This solution enabled the secure capture of user information, such as email addresses, while providing actionable insights into user behavior and form success rates.
- Form submissions play a vital role in capturing leads and customer information.
- Tracking submission accuracy requires a structured approach for actionable insights.
- We helped a client implement a secure and precise tracking solution using GTM and dataLayer.
Challenge:
The client struggled to accurately track form submissions and collect relevant user data. Their existing setup lacked the ability to send custom events to GTM, making it difficult to analyze submission success rates.
- Difficulty in tracking form submissions and capturing key user data like email addresses.
- Existing setup didn’t send custom events to GTM, limiting insights into form completion rates.
- Needed a solution that ensured data privacy while enabling effective tracking and analysis.
Solution:
We implemented a custom tracking solution using a dataLayer setup and Google Tag Manager to address the client’s challenges.
- Configured a dataLayer setup to push a custom event whenever a form was successfully submitted.
- Worked with the client’s developers to integrate dataLayer pushes directly into the form’s JavaScript for real-time tracking.
- Set up GTM triggers to listen for the custom event and accurately track form submissions.
- Ensured secure handling of user data, including email addresses, within GTM to comply with data privacy standards.
- Integrated Google Analytics (GA4) with GTM to report form submissions and analyze user behavior effectively.
Results:
- Achieved accurate tracking of form submissions, providing actionable data for optimization.
- Improved insights into user behavior and form submission success rates.
- Enabled secure and privacy-compliant management of user data.
- Enhanced the client’s ability to optimize user flows and boost engagement.
Tools Used:
- Google Tag Manager (GTM): Used to configure form submission tracking with custom events and securely manage data handling.
- Google Analytics (GA4): Integrated with GTM to track form submissions and capture the user data from successful submissions.
- JavaScript & dataLayer: Implemented custom dataLayer pushes within the form’s JavaScript to trigger events on successful form submission.
- Data Privacy Protocols: Used within GTM to ensure that user data, like email addresses, was securely managed and only sent to authorized destinations.
