Track Wix Forms Submissions in Google Tag Manager with this Free GTM Recipe
A free, tested Google Tag Manager recipe that captures Wix 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 form on your Wix site.
The problem is, it's quite difficult to set up. Wix renders and submits its forms with its own JavaScript (and has two different form systems that behave differently), which means Google Tag Manager's built-in form submission trigger doesn't work. This leaves you writing 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 install this Wix 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 components (tags, triggers, etc) that you can import in one step.
Instead of manually writing custom code to listen for form submissions & send events into the dataLayer, and then creating variables and triggers, etc., you simply download the pre-built assets and upload them into your account. They are a great way to get a tested, working setup in Google Tag Manager without having to do all the hard stuff yourself.
Get the free recipe!
Download the container file and import it into Google Tag Manager. You'll get everything you need to track Wix Forms submissions in Google Tag Manager.
What This Recipe Includes
This recipe detects successful Wix 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 Wix Forms submissions and pushes a 'wix_form_submitted' event to the dataLayer.
Variable
A Data Layer Variable that captures the ID of the form that was submitted, so you can reference it in any tag.
Trigger
A Trigger that fires when the 'wix_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 Wix 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 else that's already in your container). The custom HTML Tag, the Variable, and the 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 the recipe's Trigger (called CE - Wix Form Submitted). Every Wix Forms submission now sends an event to Google Analytics.
Example 2: Google Ads
Add your Google Ads conversion tag and set it to fire on the recipe's Trigger so that any new Wix form submissions are sent to Google Ads.
What This Enables You to Do (and What It Doesn't)
This recipe fires an event in Google Tag Manager whenever a successful Wix 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 Wix Forms submissions and pushes an event called 'wix_form_submitted' into your dataLayer automatically.
Tells You Which Form Fired
Captures an ID for the form that was submitted, which means you can set it up to fire different conversion Tags when different forms are submitted.
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, so ad blockers can stop the tag loading and browser privacy restrictions can limit tracking to as little as a day.
Doesn't capture click IDs or other 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 capture the lead's details
The script only fires a generic 'Form Submitted' event and does not capture the lead's name, email or phone number. Ad platforms like Google and Meta require these for Enhanced Conversions (Google) and a high match score (Meta), and without them, the conversions won't do much.
No Logging or Notifications
You can test it with GTM's Tag Assistant when you first set it up, and that will help you confirm it's working, but unless you check every week, you have no way of knowing if it breaks (you'll just see 0 conversions in your ad platform and they'll start bidding wildly to make up for the lost conversions).
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, ChatGPT 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 Wix Forms 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
Converly sends conversions directly from its servers to Google, Meta, LinkedIn, etc., so ad blockers and privacy restrictions can't get in the way.
Sends More Data
Converly Captures the lead's name, email, and phone, plus the Google and Facebook click IDs, IP address, and user agent, and sends them with every conversion. That enables Enhanced Conversions in Google Ads, gives you an Event Match Quality (EMQ) score of 9 or 10 in Meta, and gives you a 100% match rate in platforms like ChatGPT Ads.
Full Conversion Log & Email Notifications
See every conversion, what was captured, what was sent to each platform and whether it was received. You can even set up email alerts so you get notified if anything breaks.
Supports Multiple Tools & Destinations
Converly detects submissions across 80+ form, scheduling, and chat tools and sends them to 20+ destinations, including Google Ads, Meta, LinkedIn, ChatGPT, Microsoft, and TikTok. So if you ever add a new tool or start advertising on a new platform, setting up conversion tracking is just a few clicks.
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.