Track Formsite form submissions as conversions in Google Analytics

Struggling to work out how many leads your marketing campaigns are really bringing in across channels like Google Ads, Meta Ads, and others?

You are certainly not the only one dealing with this. But when you cannot see which campaigns are truly generating results, it becomes far too easy to keep spending money on things that are not delivering.

There is a simple solution though, and you will not need to write a single line of code.

In this guide, we will show you how to use Converly to automatically send a conversion event to Google Analytics every time someone completes a Formsite form on your website. With this in place, you will be able to see exactly which campaigns, ads, keywords, etc. are producing real leads for your business.

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

Here is how to set up conversion tracking in Google Analytics in 4 straightforward steps:

Step 1: Build your Conversion Flow in Converly

Converly sends conversion events to your ad platforms and analytics tools (including Google Analytics) whenever someone submits a form on your website.

As you can see in the screenshot, Converly has an easy-to-use workflow builder that will feel immediately familiar if you have ever worked with tools like Zapier or HubSpot Workflows.

Simply select your trigger (such as a Formsite form submission) and choose the destination for the conversion event (such as Google Analytics). That is genuinely all there is to it.

Step 2: Install Converly on your website

Once your Conversion Flow is ready, Converly gives you a small code snippet to place on your site.

How you add it depends on your website builder, but you can typically paste the code into the settings section of your website (usually under the Scripts or Header or Custom Code section). If you're using WordPress, you can also use a plugin like Insert Header and Footer Code. Google Tag Manager is another option if that is what you prefer.

Once the snippet is in place, Converly takes care of the rest. It automatically detects when a Formsite form is submitted and sends the conversion data to Google Analytics (plus any other platforms you have added to your flow).

Step 3: Test it's working

Now that everything is in place, the next step is confirming that it is all working properly.

The simplest way to do this is to open an incognito window, visit the page with your Formsite form, and fill in a test submission.

Then head over to Google Analytics and open the Real-Time dashboard. Check the Recent Events section. If your form_submit event appears there, everything is connected and tracking as it should.

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

For the final step, we recommend marking the form_submit event as a Key Event in GA4. This tells Google Analytics to treat it as a conversion, which unlocks extra reporting features, such as showing conversions in acquisition reports and setting it as a conversion point in funnel and path analysis.

To do this, go to the Admin section of your GA4 property and click Events under the Data Display menu. Switch to the Recent Events tab, find your form_submit event (or whatever name you chose during setup), and click 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

There are various ways to set up conversion tracking in Google Analytics when someone submits a Formsite form on your site.

So why choose Converly over the alternatives? Here are some key reasons:

1. No code or complicated setup

Other approaches to conversion tracking typically involve complicated setups in tools like Google Tag Manager. You need to write custom code to fire events into the data layer, and then set up triggers, tags, and variables to capture the data and send it off. For anyone who is not a developer, this can quickly become overwhelming.

Converly takes a completely different approach. The visual workflow builder is designed to be intuitive, and if you have any experience with tools like Zapier or HubSpot Workflows, it will feel second nature.

Just select your trigger (like a Formsite form submission) and choose what should happen next (such as sending a conversion event to Google Analytics). No code, no Tag Manager, no frustration.

2. Supports multiple tools and platforms

Converly connects with more than 50 different tools, from form builders and scheduling widgets to chatbots and beyond. It also sends conversion events to a broad range of destinations, including Google Analytics, Google Ads, Meta Ads, LinkedIn Ads, and many others.

So whenever you add a new tool to your website or launch campaigns on a new ad platform, setting up conversion tracking only takes a few clicks.

3. Makes it easy to add conditional logic

Converly allows you to create smart rules that trigger different conversion events based on the actions visitors take on your site.

For example, say you are handling marketing for a real estate agency. You could configure one conversion called Appraisal Requested for when someone fills out your property appraisal form, and another called Buyer Guide Downloaded for when a visitor downloads one of your free guides.

This way, you can track each conversion type separately and build a clearer picture of which campaigns are driving the outcomes that matter most to your business.

4. Great support provided for free

If you have ever tried contacting Google or Meta for help with conversion tracking, you will know how hard it is to get a meaningful response.

Converly operates differently.

Our team brings over 20 years of experience in advertising and analytics, and we are committed to helping you succeed. Whether you prefer to communicate over email or jump on a quick video call, we provide free support to ensure your tracking is set up correctly and running without a hitch.

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

Over 15 years of leading marketing teams, I have spent countless hours in Google Analytics working to understand exactly where our visitors and leads were coming from.

Of all the reports I have built and analysed, these 3 have delivered the most valuable insights time after time. Once you are tracking Formsite form submissions as conversions in Google Analytics, you will be able to run them yourself.

1. Conversions by Channel

This report shows how many conversions you're getting from each marketing channel, whether it's Organic Search, Paid Search, Paid Social, Organic Social, or any other source.

It is an incredibly useful way to see which channels are doing the heavy lifting and where there may be untapped potential to generate even more leads.

2. Conversions by Meta Ads Network

If you are running Meta ads, they are likely being displayed across multiple networks such as Facebook, Instagram, Messenger, and WhatsApp.

Given that each of these platforms tends to perform quite differently, it is important to understand which ones are genuinely generating leads for your business (as opposed to just accumulating clicks that never convert).

This report gives you that breakdown, so you can put more money behind the networks that are working and pull back on the ones that aren't.

3. Conversions by Google Ads Campaign

If you are advertising on Google, you probably have a few different campaigns going at once. Some might focus on specific services, others on different keyword types (like branded terms versus general ones), and some could even target different locations.

Understanding which campaigns are actually driving conversions makes all the difference when it comes to deciding where your budget should go. That is exactly what this report shows you. It breaks down conversions by campaign, so you can invest more in what is working and cut back on what is not.

Wrap up

Converly makes it easy to send conversion events to Google Analytics every time a Formsite form is completed on your website. No code, no complicated configuration, no hassle.

And if you decide to start advertising on platforms like Google Ads or Meta Ads down the track, plugging them into your existing Conversion Flow takes just a few clicks. The same conversion data will automatically flow through to those platforms as well.

Want to get started? There is a 14-day free trial, and most people have everything running in under 10 minutes. Give Converly a try and see how much easier conversion tracking can be.