Track Webflow Forms Submissions in Google Tag Manager with this Free GTM Recipe
A free, tested Google Tag Manager recipe that captures Webflow Forms submissions and turns them into 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 Webflow form on your website.
The problem is, it's quite difficult to set up. Webflow submits forms with its own JavaScript, which means Google Tag Manager's built-in form submission trigger is unreliable, so you're left having 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 simply install this Webflow 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 into the dataLayer, and then setting up variables, tags, triggers, etc., you simply download the pre-built assets and upload them into your account.
Get the free recipe!
Download the container file and import it into Google Tag Manager. You'll get everything you need to track Webflow Forms submissions in Google Tag Manager.
What This Recipe Includes
This recipe detects successful Webflow 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 Webflow Forms submissions and pushes a 'webflow_form_submitted' event to the dataLayer.
Variable
A Data Layer Variable that captures the name of the form that was submitted, ready to reference in any tag.
Trigger
A Trigger that fires when the 'webflow_form_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 Webflow 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 it to fire on this recipe's trigger (called CE - Webflow Form Submitted). Every Webflow form submission now sends an event to Google Analytics.
Example 2: Google Ads
Add your Google Ads conversion tag and set the Firing Trigger to be the trigger included with this recipe (called CE - Webflow Form Submitted). Webflow form 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 Webflow 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 Webflow Forms submissions and pushes an event called 'webflow_form_submitted' into your dataLayer automatically.
Tells You Which Form Fired
Captures the name 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
Google Tag Manager sends conversions to ad platforms through the visitor's browser, so ad blockers and privacy restrictions in iOS and Safari can stop it working
Doesn't send Click IDs or Identifiers
It does not capture the Google click ID, Facebook click ID, Meta pixel cookies, IP address or user agent, which ad platforms need for Enhanced Conversions (Google) or a proper Event Match Quality score (Meta).
Doesn't send lead details
The script only fires a generic 'Form Submitted' event and does not capture the lead's name, email or phone number. Fine for tools like Google Analytics, but ad paltforms like Google and Meta want you to send the lead's details for Enhanced Conversions (Google) or a high EMQ score (Meta).
No Logging or Notifications
You can test it with Tag Assistant on install, but unless you check every week you have no way of knowing if it breaks (until you see 0 conversions in your account)
The Proper Way to Send Conversions to Google Ads, Meta Ads & More
This recipe is fine if all you want to do is 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. Simply select a trigger (like a Webflow form being submitted), then choose the actions you want to happen (like sending a conversion to Google Ads). No custom code, no complex configuration.
Sends Data Server-Side
Converly sends conversions directly from its servers to Google, Meta, etc. This means ad blockers and privacy restrictions can't get in the way because the data isn't being sent through the visitor's browser.
Sends More Data
It captures the lead's name, email and phone plus the Google and Facebook click IDs, IP address and user agent, and sends to the ad platforms 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 (EMQ is essentially Meta's score of how good your conversion tracking setup is).
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. Setup email alerts so tracking can't break without you knowing.
Supports Multiple Tools & Destinations
Detects submissions across 80+ form, scheduling, and chat tools and sends them to 20+ destinations, including Google Ads, Meta Ads, ChatGPT Ads, LinkedIn Ads, and more. So if you ever add a new tool or start advertising on a new platform, it's just a few clicks to get it set up.
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.