Track Fluent Forms Submissions in Google Tag Manager with this Free GTM Recipe
A free, tested Google Tag Manager recipe that captures Fluent Forms submissions and gives you a Trigger you can use to fire conversions to Google Ads, Google Analytics and more.
Google Tag Manager is a common way to send conversions to Google Ads, Google Analytics, etc when someone submits a Fluent Forms form on your website.
The problem is that it's quite difficult to set up because Fluent Forms uses AJAX to save form submissions, which means Google Tag Manager's built-in form submission trigger doesn't work.
This means you ultimately have to write custom code to detect the form submission, send an event to the dataLayer, and build a trigger on top of that. And unless you're a developer or very experienced with Google Tag Manager, you're going to struggle.
Fortunately though, there is a simple solution. You can just install this Fluent Forms Conversion Tracking Recipe in your Google Tag Manager account and you'll have everything you need to get basic conversion tracking set up.
What Is a Google Tag Manager Recipe?
A recipe is a pre-built set of Google Tag Manager assets (tags, triggers, etc) you can import in one step.
Instead of manually writing custom code to listen for form submissions and send events to the dataLayer, then creating variables and triggers, etc., you can download the pre-built assets and upload them to your account. They basically give you a working setup in Google Tag Manager without having to do all the manual parts yourself.
Get the free recipe!
Download the container file and import it into Google Tag Manager. You'll get everything you need to track Fluent Forms submissions in Google Tag Manager.
What This Recipe Includes
This recipe detects successful Fluent Forms submissions, sends a 'Form Submitted' event to Google Tag Manager, and gives you a Trigger you can use to send conversions to Google Analytics, Google Ads, etc.
There are three parts to it:
Custom HTML Tag
The code listens for successful Fluent Forms submissions and pushes a 'fluent_forms_submitted' event to the dataLayer.
Variable
A Data Layer Variable that captures the ID of the form that was submitted, ready to reference in any tag.
Trigger
A Trigger that fires when the 'fluent_forms_submitted' event is received, which you can use as the Trigger for any of your conversion Tags (i.e. Google Analytics 4 event, Google Ads Conversion, etc).
Why It's the Best Recipe Out There
It is built from the same detection code we use in our own conversion tracking product, Converly, just adapted to run inside Google Tag Manager.
How to Use the Fluent Forms GTM Recipe
Install the Recipe
Download the recipe using the form above, then import it into your Google Tag Manager container. In GTM, head to Admin, choose Import Container, select the downloaded file, and pick the Merge option so it doesn't overwrite anything already in your container. The listener, variable and trigger are added for you automatically.
Configure Your Tags
Now that the recipe is installed, you can use it as a Trigger for your conversion tags. Here are two common examples.
Example 1: Google Analytics
Create a GA4 event tag and set the Trigger to be the one the recipe gives (called CE - Fluent Forms Submitted). Every Fluent Forms submission now sends an event to Google Analytics.
Example 2: Google Ads
Add your Google Ads conversion tag and set it on the Trigger the recipe gives you. Fluent Forms submissions will now be sent to Google Ads as conversions.
What This Enables You to Do (and What It Doesn't)
This recipe fires an event in Google Tag Manager whenever a successful Fluent Forms submission is detected. You can use that as a trigger to send conversions to Google Ads, Google Analytics and other tags.
What it does
Sends an Event to GTM
Detects successful Fluent Forms submissions and pushes an event called 'fluent_forms_submitted' into your dataLayer automatically.
Tells You Which Form Fired
Captures the ID of the form that was submitted, so a site with several forms can fire different tags for different forms.
Creates a Trigger in GTM
Gives you a 'Trigger' in Google Tag Manager which you can use as the trigger for any of your conversion tags.
What it doesn't do
Doesn't send the conversion server-side
Everything happens in the visitor's browser, which means ad blockers and browser privacy restrictions can interfere. Expect to lose 30+% of your conversions this way.
No Click IDs or Identifiers
It does not capture the Google click ID, Facebook click ID, Meta pixel cookies, IP address, user agent, etc. You can expect to have a relatively low match rate using this approach (i.e. even though you're sending a conversion event, because the ad platform can't match it back to the real person that clicked your ad, it will basically just be discarded).
No Personal Details
The script only fires an event. It does not capture the lead's name, email or phone number, all of which ad platforms like Google and Meta require for Enhanced Conversions (Google) or a high match rate score (Meta & others).
No Logging or Notifications
You can test it with Tag Assistant when you first set it up, but unless you check every week, you have no way of knowing if it breaks.
The Proper Way to Send Conversions to Google Ads, Meta Ads & More
This recipe is fine if you only send events to Google Analytics, which does not accept personal information or IP addresses. But to get a good Event Match Quality (EMQ) score in Meta, or use Enhanced Conversions in Google, you need to send the data server-side, together with the lead's name and email. That is what Converly does.
Here's why Converly is the best way to send conversions to Google Ads, Meta Ads, Microsoft Ads, LinkedIn Ads, etc.
Easy to set up
Converly gives you a simple drag-and-drop builder you can use to build a Conversion Flow. You simply select a trigger (like a Fluent form being submitted) and then select your actions (like sending a conversion to Google Ads). No custom code, no complex configuration.
Sends Data Server-Side
Instead of sending conversions through the visitor's browser (where ad blockers and privacy restrictions get in the way), Converly sends conversions directly from its servers to Google, Meta, LinkedIn, etc. You can expect 99+% of your conversions to arrive this way.
Sends More Data
It captures the lead's name, email and phone plus the Google Click ID, Facebook click IDs, IP address, user agent, etc. and sends them with every conversion. That enables Enhanced Conversions in Google Ads, or gives you an Event Match Quality (EMQ) score of 9 or 10 in Meta.
Full Conversion Log & Email Notifications
See every conversion: what was captured, what was sent to each platform, and whether it was successfully received or not. Set up email alerts when things go wrong so your tracking can't break without you knowing.
Supports Multiple Tools & Destinations
Detects submissions across 100+ forms, scheduling, and chat tools and sends them to 20+ destinations, including Google Ads, Meta, ChatGPT, LinkedIn, Microsoft, and TikTok. So if you ever add a new tool or start advertising on a new platform, it's just a few clicks to set up conversion tracking for it.
Provides Free Support
Our team has 20 years of experience in conversion tracking and analytics and is here to help whenever you need it. With Google Tag Manager, you're on your own.
Start Your Free Trial
Start a 14-day free trial and track your conversions the proper way. No code, no complicated configuration.
About the author
Aaron is the founder of Converly. With over 15 years of experience in digital marketing and SaaS, he's passionate about helping businesses track and optimise their ad conversions.