Track Formstack form submissions as conversions in Google Analytics

Are you struggling to figure out how many leads your marketing campaigns are actually delivering?

If that sounds familiar, you are definitely not alone. And without a clear picture of which campaigns are producing real results, it is all too easy to keep pouring budget into campaigns that are not pulling their weight.

The good news? There is a simple fix, and it does not require any coding skills whatsoever.

In this guide, we will walk you through how to use Converly to automatically fire a conversion event in Google Analytics every time someone submits a Formstack form on your site. Once it is all set up, you will have full visibility into how many leads each campaign is generating, which ads are performing best, and much more.

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

Here is how to get conversion tracking up and running in Google Analytics in just 4 steps:

Step 1: Build your Conversion Flow in Converly

Converly is a tool that sends conversion events to your ad platforms and analytics tools (like Google Analytics) whenever someone fills out a form on your website.

The workflow builder, shown in the screenshot below, is intuitive and straightforward. If you have used tools like Zapier or HubSpot Workflows before, you will pick it up in seconds.

All you need to do is choose a trigger (such as when someone submits a Formstack form on your site) and then select the destination for the conversion event (like Google Analytics). It really is as simple as that.

Step 2: Install Converly on your website

After building your Conversion Flow, Converly gives you a short code snippet to place on your site.

The way you add it depends on your website builder. If you are on WordPress, you can usually paste it into your theme settings under the Scripts or Header section. You could also use a plugin like Insert Header and Footer Code, or add it via Google Tag Manager.

Once the code is in place, everything runs automatically. Converly detects when someone submits a Formstack form and sends the conversion data straight to Google Analytics (along with any other platforms you have added to your flow).

Step 3: Test it's working

With Converly installed and your Conversion Flow ready, it is time to make sure everything is firing correctly.

The easiest way to verify is to open a new incognito window, visit the page where your Formstack form lives, and submit a test entry.

After that, head to Google Analytics and open the Real-Time dashboard. Look for your submission in the Recent Events section. If the form_submit event shows up there, you are all set.

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

As a final step, we suggest marking the form_submit event as a Key Event in GA4. Doing so tells Google Analytics to treat it as a conversion, which opens up a range of additional reporting features. You will be able to include conversion numbers in acquisition reports, use it as a conversion point in funnel analysis, and more.

To set this up, navigate to the Admin section of your GA4 property and click Events under the Data Display menu. Switch to the Recent Events tab, locate your form_submit event (or whatever name you assigned during setup), and click the star icon beside it to mark it as a Key Event.

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

As we mentioned earlier, there are several approaches to setting up conversion tracking in Google Analytics when a Formstack form is submitted on your site.

So what makes Converly the better option? Here are a few key reasons:

1. No code or complicated setup

Most alternatives require you to get into the weeds with Google Tag Manager, configure data layer events, or write custom code. Converly takes a completely different approach.

Its workflow builder is designed to feel familiar and easy to use, especially if you have any experience with tools like Zapier or HubSpot Workflows.

You simply choose your trigger (like a Formstack form submission) and decide what should happen next (like sending a conversion event to Google Analytics). That is all it takes. No code, no Google Tag Manager, no headaches.

2. Supports multiple tools and platforms

Converly integrates with more than 50 tools, covering everything from form builders and scheduling widgets to chatbots and beyond. It can also send conversion events to a wide variety of destinations, including Google Analytics, Google Ads, Meta Ads, LinkedIn Ads, and many others.

So if you bring a new tool into your stack or start advertising on a different platform, adding conversion tracking is just a few clicks away.

3. Makes it easy to add conditional logic

Converly lets you build smart rules that fire different conversion events based on what visitors actually do on your site.

For instance, imagine you run a financial advisory firm. You could set up one conversion called Consultation Booked for when someone fills out your booking form, and a separate one called Report Downloaded for when a visitor grabs one of your free financial guides.

This gives you the ability to track each conversion type independently and gain a much clearer understanding of which campaigns are driving the actions that matter most.

4. Great support provided for free

If you have ever tried getting help from Google or Meta about conversion tracking, you already know how difficult it is to get a useful response.

With Converly, things are different.

Our team has over 20 years of hands-on experience in advertising and analytics, and we genuinely want to help you succeed. Whether you would rather sort things out over email or hop 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 Formstack form submissions as conversions in Google Analytics

After 15 years of leading marketing teams, I have spent more hours than I can count digging through Google Analytics to understand where our visitors and leads were really coming from.

Of all the reports I have run during that time, the 3 below have consistently delivered the most actionable insights. And once you are tracking Formstack form submissions as conversions in Google Analytics, you will be able to run them yourself.

1. Conversions by Channel

This report shows you exactly how many form submissions are arriving from each of your marketing channels, whether that is Organic Search, Paid Search, Paid Social, Organic Social, or anything else.

It is an excellent way to identify which channels are actually generating leads and to spot opportunities to generate even more.

2. Conversions by Meta Ads Network

If you are advertising through Meta, your ads are likely appearing across several networks, including Facebook, Instagram, Messenger, and WhatsApp.

Since each of those platforms behaves quite differently, knowing which ones are genuinely driving leads (and not just racking up impressions) is crucial.

This report breaks it all down for you. It shows conversions by network, so you can invest more in what is working and pull back on what is not.

3. Conversions by Google Ads Campaign

If you are running Google Ads, there is a good chance you have multiple campaigns active at once. Some might target different services, others might focus on brand versus non-brand keywords, and some could be aimed at different locations.

Understanding how each campaign performs in terms of actual conversions is essential, and this report gives you that insight.

It highlights which campaigns are generating the most conversions, making it easy to double down on the winners and cut back on underperformers.

Wrap up

Converly makes it straightforward to get conversion events flowing into Google Analytics every time someone completes a Formstack form on your site. No code, no complicated configuration, no stress.

And if you later decide to advertise on Google, Meta, or any other platform, adding them to your existing Conversion Flow takes just a few clicks. The same conversion data will automatically start flowing through to those platforms as well.

Ready to get started? There is a 14-day free trial waiting for you, and most people have everything up and running in under 10 minutes. Give Converly a try and see the difference it makes.