Track Framer Forms submissions as conversions in Google Ads

Running Google Ads is a great way to grow your business, but if you can't tell which clicks actually turn into leads, then you're not giving Google Ads the data it needs to optimise your campaigns.

Plenty of marketers try to fix this with Google Tag Manager, but that means writing code to catch form submissions, then wiring up triggers, tags, and variables by hand.

And even the simpler workaround (tracking thank you page visits or button clicks) leaves a lot on the table. Ad blockers, Safari's privacy protections, and people switching from their phone to their laptop before converting can cause you to lose track of up to 30% of your real conversions.

So how do you actually solve this?

This guide walks through setting up proper conversion tracking for Google Ads when a visitor fills out a form on your Framer site.

Why server-side tracking matters for Google Ads

Getting conversion tracking right isn't a nice-to-have with Google Ads. It's the foundation everything else is built on.

Behind the scenes, Google Ads runs smart bidding algorithms that weigh a huge number of signals (where someone's located, what they've bought before, what time of day it is, and plenty more) to figure out how likely a given visitor is to convert, then adjusts your bids accordingly. It will show your ads more prominently to the people that are likely to convert and hide them from those that won't.

It's a super powerful way to get more leads at a lower cost, but none of it works without solid conversion data feeding it. Google needs a reliable way to distinguish "this visitor converted" from "this one didn't" so its models can learn what a good fit actually looks like for your business.

Here's the catch with older tracking methods (thank you page visits, or a typical Google Tag Manager setup). They all rely on sending the conversion through the visitor's browser, and that has a few issues:

• Ad Blockers — Browser extensions that block ad scripts will stop the Google Tag from ever loading on your site, so nothing the visitor does gets recorded.
• Privacy Features in Browsers — Safari and similar browsers cap how long the Google Tag can track a returning visitor (often to just a day), so if a person clicks your ad but doesn't convert until a few days later, then the conversion can't be tied back to the original ad click.
• Using multiple devices — Someone might click your ad from their phone but come back to fill out the form later on a laptop, and browser-based tracking has no way to connect those two sessions.

Server-side tracking sidesteps all of that. Rather than hoping the browser cooperates, it sends the lead's details straight to Google's servers in a direct, private call, so ad blockers and privacy settings never get a chance to interfere.

The results back this up. Google reports that switching to server-side tracking drives an average 23% lift in recorded conversions, along with a 10% drop in cost per conversion, since the bidding algorithm finally has the data it needs to learn who your ideal customers are and can server your ads more prominently to them.

3 simple steps to send server-side conversions to Google Ads from Framer

Getting server-side tracking running between your Framer forms and Google Ads only takes 3 steps.

Step 1: Build your Conversion Flow in Converly

Converly gives you a simple way to connect a Framer form submission to a server-side conversion in Google Ads, no custom code required.

The screenshot above shows Converly's workflow builder. If you've used tools like Zapier or HubSpot Workflows before, the layout will feel instantly familiar.

You choose a trigger (a form submission on your Framer site) and then pick the action that should follow (sending a conversion over to Google Ads).

That's genuinely the whole setup. A handful of clicks and you've got server-side conversion tracking live in Google Ads. No custom code, no complex configuration.

Step 2: Add the Converly code to your website

Once your Conversion Flow is published, Converly will give you a small code snippet to drop into your site.

In Framer, open your project, go to Site Settings, and look for the Custom Code section. Paste the snippet into the "Start of <head> tag" field so it loads across every page of your site. Alternatively, if you use Google Tag Manager to add scripts to your site, then you can add it that way too.

Step 3: Test it works

To confirm everything's wired up correctly, head to your live Framer site and submit the form yourself.

Then jump back into Converly, open your Conversion Flow, click the 3 dots menu in the top right corner, and choose View Logs.

From the logs screen, click into the entry for your test submission and you'll see the full breakdown, including whether it made it to Google Ads.

You can dig in even further to see exactly what data was sent over to Google Ads and how their server responded.

Once your test submission shows up in the log with a successful send to Google Ads, you're done. The whole thing usually takes under 5 minutes from start to finish.

Why Converly is the best way to send conversions to Google Ads from Framer

You've got a few different options for getting Framer form submissions into Google Ads as conversions, so what makes Converly worth choosing?

1. Easy to set up

Most people try to use Google Tag Manager first, but that means writing custom code to catch the form submission, pulling the lead's name and email into the dataLayer, hashing that data with SHA-256 (Google requires it), and then building out the variables, triggers, and tags to tie it all together.

If you're not already fluent in Google Tag Manager, expect to burn a lot of time figuring it out.

Converly skips all of that. Pick your trigger (a form submitted on your Framer site) and choose the outcome (a conversion sent to Google Ads). Or if you use AI tools like Claude or ChatGPT, you can connect them to Converly's MCP and just say things like ‘Set up conversion tracking between Google Ads and Framer Forms’, and it will do it for you!

2. Not affected by ad blockers and privacy restrictions

If you rely on browser-based tracking methods (like Google Tag Manager, or tracking thank you page visits, or tracking submit button clicks), then a real chunk of your conversions will never make it back to Google, because ad blockers and privacy-focused browsers stop the Google Tag from firing in the first place.

One study looking at over 7 million conversions found browser-based tracking was missing close to 30% of them. Roughly 5% came down to ad blockers, with the bigger chunk (about 25%) caused by browser-level privacy protections.

Converly avoids this entirely by sending conversions directly to Google's servers, so ad blockers and privacy browsers have nothing to block.

3. Works across devices

It's common for someone to discover your site on their phone, then wait until they're at their computer to actually fill in the form.

Browser-based tools like Google Tag Manager have no way to link those two visits together, since they happened in different browsers on separate devices.

Converly gets around this by sending the lead's details (like their name, email, and so on) straight to Google's servers, which lets Google match the conversion back to the original ad click, even if that click happened on a phone and the form was filled in later on a desktop.

4. Sends more data

Beyond the lead's name, email, and phone number, Converly also captures technical signals like the GCLID, IP address, and User Agent, and passes all of that along to Google Ads.

With more data to work with, Google Ads gets much better at matching a conversion back to the original ad click, even when weeks have passed or the device changed along the way.

The payoff is more accurate reporting and richer data for you to act on inside Google Ads.

5. Supports multiple tools and platforms

Converly connects with more than 100 form builders, scheduling tools, chat widgets, and other website tools, Framer Forms included.

It can also push conversion events out to Google Analytics, Google Ads, Meta Ads, LinkedIn Ads, Microsoft Ads, and a range of other destinations.

That means if you add a new tool to your site later (like a Calendly scheduling widget for instance), or you start running ads on a platform you haven't used before, you don't have to rebuild your tracking. Just connect it inside Converly and you're set.

6. Gives you a full conversion log and email alerts

With a Google Tag Manager setup, there's no easy way to know if your tracking is still working after you built it. You might test it thoroughly on day one, but if nobody's checking every week, a tweak to your form, a change in Google Tag Manager, or an edit inside Google Ads can quietly break everything without you noticing.

Converly removes that uncertainty. Every conversion gets logged, showing exactly what data was captured, what got sent to Google Ads, and how Google Ads responded.

You can also switch on email alerts, either for every conversion that fires or just for failures, so you find out the moment something stops working instead of weeks later.

3 things you can do when you properly send conversions to Google Ads from Framer

Once accurate conversion data is flowing into Google Ads, a lot of new reporting and optimization options open up.

1. Report on conversions by campaign, ad group, keyword, etc.

With real conversion tracking in place, your Google Ads account shows you a lot more than impressions and clicks. You get conversion counts, conversion rate, cost per conversion, return on ad spend, and more.

You can break all of that down by campaign, ad group, keyword, ad, country, and other dimensions.

That level of detail makes it much easier to see what's actually working in your account and where you should be putting more budget.

2. Use Google's Smart Bidding technology

With Manual bidding, you're basically telling Google "spend up to $3 per click" and it does that regardless of who the searcher is and how good of a fit for your business they are.

Smart bidding flips that around. You give Google a target, like $45 per lead, and it handles the bidding for you in each auction. It factors in everything it knows about the searcher (age, location, device, interests, past purchases, etc) and whether to bid higher or lower, based on how likely that person is to convert.

It's incredibly powerful and can genuinely get you more leads at a lower cost, but the catch is that it only performs well when your conversion tracking is accurate. Without it, Google has no reference point for what a good lead looks like for your business, and tends to overbid on the wrong audience, which drains your budget faster than it should.

Setting up accurate, server-side tracking through Converly puts you in a position to actually benefit from Google's smart bidding tools, driving more leads at a lower cost per lead.

3. Retarget people who visited your site but didn't convert

Accurate conversion data also lets you build remarketing audiences made up of visitors who came to your site but never filled out a form.

From there, you've got a few ways to bring those people back:

• Search — Adjust your bids up or down for these people the next time they search your target keywords.
• Display — Run banner ads across the Google Display Network to keep your brand visible as they browse other sites.
• YouTube — Target them specifically with YouTube ads so your brand stays front of mind while they're watching videos.

Wrap Up

If you're looking for a straightforward way to send conversions to Google Ads whenever someone fills out a form on your Framer site, Converly is a strong option.

Conversions get sent directly to Google's servers, so ad blockers and privacy browsers can't get in the way, and Converly passes along a solid set of lead data (name, email, phone, IP address, User Agent, and more) so Google has everything it needs to accurately match the conversion back to the original ad click (even if that click happened weeks earlier on a different device).

It only takes a few minutes to set up, and comes with a 14-day free trial, so give it a try today!