Track Formidable Forms submissions as conversions in Google Analytics
Learn how to track conversions in Google Analytics whenever a Formidable Form is submitted on your website. No code required!
Not quite sure which of your marketing channels (Google Ads, Meta Ads, etc) are generating your leads and customers?
You’re definitely not alone. And when you don’t have visibility into which campaigns are actually delivering results, it’s all too easy to keep investing in areas that aren’t paying off.
The good news is there’s a simple way to fix this, and it doesn’t require any coding knowledge.
In this guide, we’ll walk you through how to use a tool called Converly to send conversion events into Google Analytics whenever someone submits a Formidable Form on your site. This gives you a clear picture of how many leads you’re generating, which campaigns are performing best, and much more.
4 simple steps for tracking Formidable Forms submissions as conversions in Google Analytics
There are several ways you can track Formidable Forms submissions as conversions in Google Analytics.
A common way is to set up Google Tag Manager to monitor for a certain CSS class that appears when the form is submitted, but this is quite technical and requires you to use Google Tag Manager plus have an understanding of CSS selectors, Tag Triggers, etc..
The good news is there’s a much simpler option. You don’t need to be technical or know how to code. Just follow the four steps below and you’ll have everything set up quickly.
Step 1: Install Converly on your website
Converly makes it easy to send conversion events to platforms like Google Analytics (and others) every time someone submits a form on your site. The best part is you don’t need to write a single line of code.
Getting set up only takes a few minutes. Just sign up for the 14-day free trial and drop the Converly snippet onto your site.
If you’re running WordPress, you can usually add the code directly in your theme settings under the Scripts or Header section, or you can use a plugin like Insert Header and Footer Code. If you prefer Google Tag Manager, Converly works seamlessly with that as well.
Step 2: Build your Conversion Flow
Once the code is installed, the next step is to build your conversion flow in Converly.
As you can see in the screenshot above, Converly includes a straightforward workflow builder that feels similar to tools like Zapier or HubSpot Workflows. It’s built to be simple and easy to use.
All you need to do is pick a trigger, such as a visitor submitting a Formidable Form, and then choose the action you want to happen next, like sending a conversion event to Google Analytics.
That’s really all there is to it. In just a few clicks, you’ll have conversion tracking set up in Google Analytics without writing any code.
Step 3: Test it’s working
Once you’ve got Converly installed and set up, the next step is to make sure everything is tracking correctly.
The easiest way to test it is by opening a new incognito window, heading to the page with your form, and submitting a test entry.
After that, log in to your Google Analytics account and open the Real Time dashboard. In the Recent Events section, you should see your test submission show up if everything is configured properly.
In the Recent Events list, you should see an event called form_submit (or whatever custom name you set during setup). If it’s showing up, you’re all set. This confirms the event is firing when someone completes the form and that Google Analytics is capturing it in the right property.
Step 4: Mark the event as a ‘Key Event’ (Optional, but recommended)
As a final step, it’s a good idea to mark your 'form_submit' event as a Key Event. This tells Google Analytics 4 to treat it as a conversion, which unlocks more detailed reporting. For example, you can include it in acquisition reports or use it as a conversion point in funnel and path analysis.
To do this, head to the Admin section of your GA4 property and select Events under the Data Display menu. Open the Recent Events tab, where you’ll see a list of tracked events. Find your 'form_submit' event (or the custom name you chose) and click the star icon next to it to set it as a Key Event.
Why Converly is the best way to trigger conversions in Google Analytics
As we mentioned earlier, there are a few different ways you can track conversions in Google Analytics when someone submits a Formidable Form on your site.
So why choose Converly? Here’s what makes it stand out:
1. No code or complicated setup
Unlike other approaches which require complex setup in tools like Google Tag Manager, Converly is super simple to use (if you’ve used tools like Zapier or HubSpot Workflows before, then you'll be instantly familiar with it).
All you have to do is choose a trigger (such as a Formidable Form being submitted) and then decide what should happen next (like sending a conversion event to Google Analytics).
And that’s really all it takes. No need to tinker with Google Tag Manager or touch any code.
2. Supports multiple tools and platforms
Converly works seamlessly with more than 50 different tools, including form builders, scheduling apps, chat platforms and more. It can also send conversion events to a wide range of destinations like Google Analytics, Google Ads, Meta Ads, LinkedIn Ads and many others.
What this means is that if you bring a new tool into your stack or start advertising on a new platform, getting conversion tracking set up is easy. With just a few clicks, everything is connected and ready to go.
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 depending on the actions people take on your site.
For example, imagine you’re running marketing for a construction company. You could set up one conversion called Quote Requested when someone fills out a form asking for a project estimate, and another called Brochure Downloaded when a visitor grabs one of your service guides.
This way, you can track and measure each type of conversion separately, helping you understand which campaigns are driving the most important conversions.
4. Great support provided for free
Anyone who has tried to get help from Google or Meta with conversion tracking knows how frustrating it can be to find real answers.
That’s where Converly is different.
Our team has over 20 years of hands-on experience in advertising and analytics, and we make sure you’re never left on your own. Whether you’d like quick guidance over email or prefer to hop on a short video call, we’ll walk you through the setup and help you get everything running smoothly.
3 useful reports you can run when you track Formidable Forms submissions as conversions in Google Analytics
I’ve been leading marketing teams for more than 15 years, and during that time I’ve run more Google Analytics reports than I can count to see where visitors and leads are coming from.
Out of all those reports, the three below have consistently proven to be the most valuable. You’ll be able to run them as well once you’re tracking Formidable Forms submissions as conversions in Google Analytics.
1. Conversions by Channel
This report shows you how many form submissions are coming from each channel, whether that’s Organic Search, Paid Search, Paid Social, or Organic Social.
It’s a straightforward way to spot which channels are delivering the most leads and where there may be opportunities to improve your results.
2. Conversions by Meta Ads Network
If you’re running ads with Meta, chances are they’re being shown across several networks like Facebook, Instagram, Messenger, and WhatsApp.
Because each platform performs differently, it’s important to understand which ones are actually bringing in results.
This report makes that clear by showing how many conversions came from each network. With that insight, you can put more budget behind the channels that are working and pull back on the ones that aren’t delivering.
3. Conversions by Google Ads Campaign
If you’re running ads on Google, chances are you’ve got a few different campaigns live. Maybe some are targeting specific products, some might be focused on certain keyword types like brand terms versus product terms, or some may even aimed at different regions.
If so, it’s so important to see how each campaign is performing when it comes to conversions.
This report gives you that clarity. It shows which campaigns are bringing in the most conversions, so you can confidently put more budget behind the ones that work and cut back on the ones that don’t.
Wrap up
By following the steps in this guide, you’ll be able to send form submission events to Google Analytics every time someone fills out a Formidable Form on your site. The best part is that it works without any coding or complicated setup.
And if you decide to start running ads on platforms like Google or Meta later on, you can easily plug them into your Conversion Flow and send the same data there too.
Getting started couldn’t be easier. Converly comes with a 14-day free trial, and setup usually takes less than 10 minutes. Try it out and see just how simple conversion tracking can be.
Trigger Conversions in Google Analytics
Trigger conversions in Google Analytics whenever someone
submits a Formidable form on your site. No code required.
About the Author
Aaron Beashel is the founder of Converly and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.