Track FormAssembly form submissions as conversions in Google Analytics

Not sure how many leads you're getting from channels like Google Ads, Meta Ads, SEO, and others?

You are definitely not the only one dealing with this.

And when you have no clear picture of which campaigns are actually producing results, it is really easy to keep spending budget on things that are not working.

The good news is there is a simple way to fix this, and you will not need to touch a single line of code.

In this guide, we will show you how to use a tool called Converly to send a conversion event to Google Analytics every time someone fills out a FormAssembly form on your site. Once everything is running, you will be able to see exactly how many leads each of your campaigns is generating, which ads are driving the best results, and a whole lot more.

4 simple steps for tracking FormAssembly form submissions as conversions in Google Analytics

Here's how to setup conversion tracking in Google Analytics in 4 simple steps:

Step 1: Build your Conversion Flow in Converly

Converly is a tool that automatically sends conversion events to your ad platforms and analytics tools (like Google Analytics) each time someone submits a form on your site.

As the screenshot shows, Converly has a straightforward workflow builder that is really easy to get the hang of. If you have ever worked with tools like Zapier or HubSpot Workflows, you will feel right at home.

Just select your trigger (like when someone submits a FormAssembly form on your site) and then choose where you want the conversion event sent (like Google Analytics). Honestly, it is that simple.

Step 2: Install Converly on your landing pages

Once your Conversion Flow is set up, Converly gives you a small piece of code to drop onto your site.

Depending what website builder you use (WordPress, Webflow, etc), you should just be able to add this code via the Settings section of your site.

After that, it handles everything automatically. It detects when someone submits a FormAssembly form and sends the conversion data straight to Google Analytics (along with any other platforms you have included in your flow).

Step 3: Test it's working

Now that Converly is installed and your Conversion Flow is ready, the next step is making sure everything is working the way it should.

The simplest way to check is to open a fresh incognito window, navigate to the page where your FormAssembly form is embedded, and submit a test entry.

Then head over to Google Analytics, pull up the Real Time dashboard, and check the Recent Events section. If your test submission appears there, everything is set up correctly and you are good to go.

Step 4: Mark the event as a 'Key Event' (Optional, but recommended)

As a final step, we recommend marking your form_submit event as a Key Event in Google Analytics 4. This lets GA4 know to treat it as a conversion, which unlocks a range of additional reporting options. For instance, you can include it in your acquisition reports or set it as a conversion point when building out funnel and path analysis.

To do this, go to the Admin section of your GA4 property and click Events under the Data Display menu. Open the Recent Events tab and you will see a list of everything that has been tracked. Find your form_submit event (or whatever name you chose for it) and hit the star icon next to it to mark it as a Key Event.

Why Converly is the best way to trigger conversions in Google Analytics

As we touched on earlier, there are several ways to set up conversion tracking in Google Analytics when someone submits a FormAssembly form on your site.

So why go with Converly? Here are a few reasons it stands out:

1. No code or complicated setup

Unlike most other methods, Converly is designed from the ground up to be easy to use.

The workflow style builder feels natural and intuitive, especially if you have any experience with tools like Zapier or HubSpot Workflows.

You simply pick your trigger (like when someone submits a FormAssembly form) and then decide what happens next (like sending a conversion event to Google Analytics). That really is all there is to it. No digging around in Google Tag Manager, no code, no frustration.

2. Supports multiple tools and platforms

Converly integrates with more than 50 tools, ranging from form builders and scheduling apps to chatbots and beyond. It can also send conversion events to a wide range of platforms including Google Analytics, Google Ads, Meta Ads, LinkedIn Ads, and many more.

So whether you add a new tool to your stack or branch out onto a new ad platform, setting up conversion tracking takes just a few clicks and you are done.

3. Makes it easy to add conditional logic

Converly lets you create smart rules that send different conversion events to your ad platforms and analytics tools based on what people actually do on your site.

Take a law firm as an example. You could set up one conversion called Consultation Requested for when someone fills out your consultation form, and a separate one called Guide Downloaded for when a visitor downloads one of your free legal resources.

This way you can track each conversion type independently and get a much clearer understanding of what actions your campaigns are really driving.

4. Great support provided for free

If you have ever tried getting support from Google or Meta on conversion tracking, you will know how frustrating it can be to get any kind of useful response.

Converly is different.

Our team brings more than 20 years of hands on experience in advertising and analytics, and we are genuinely here to help. Whether you prefer to work things out over email or would rather jump on a quick video call, we provide free support to make sure your setup is correct and everything is running smoothly.

3 useful reports you can run when you track FormAssembly form submissions as conversions in Google Analytics

Over the course of 15 years leading marketing teams, I have spent countless hours digging into Google Analytics trying to understand where our visitors and leads were really coming from.

Out of every report I have run during that time, these 3 have delivered the most valuable insights time and time again. And once you are tracking FormAssembly form submissions as conversions in Google Analytics, you will be able to run them yourself.

1. Conversions by Channel

This report gives you a clear breakdown of how many form submissions are coming from each of your marketing channels, whether that is Organic Search, Paid Search, Paid Social, Organic Social, or something else entirely.

It is a great way to see which channels are actually delivering results and identify any areas where there could be an opportunity to generate even more leads.

2. Conversions by Meta Ads Network

If you are running Meta ads, chances are they are showing across multiple networks like Facebook, Instagram, Messenger and WhatsApp.

And since each of those platforms tends to perform quite differently, it is important to know which ones are genuinely driving leads rather than just racking up clicks.

That is exactly what this report shows you. It breaks down conversions by network, so you can shift more budget toward the ones that are delivering and pull back on the ones that are not.

3. Conversions by Google Ads Campaign

If you are running Google Ads, there is a good chance you have multiple campaigns live at the same time. Some might be targeting different services, others could be focused on specific keyword types like brand versus non-brand terms, and some may even be aimed at different locations.

If that's the case, it's important that you know how each campaign is actually performing in terms of conversions.

This report gives you that clarity. It shows you which campaigns are driving the most conversions, so you can confidently put more budget behind the ones that are working and scale back on the ones that are not delivering.

Wrap up

Converly makes it easy to get conversion events flowing into Google Analytics every time someone completes a FormAssembly form on your site. No code, no complicated setup, no headaches.

And down the track, if you decide to start running ads on Google, Meta, or any other platform, adding them into your existing Conversion Flow takes just a few clicks. The same conversion data will start flowing through to them automatically.

The best part? Getting started is about as easy as it gets. There is a 14-day free trial waiting for you, and most people have everything up and running in under 10 minutes. So why not give Converly a try and see the difference it makes?