Typeform conversion tracking in Google Tag Manager tutorial

Introduction

  1. how to implement Typeform conversion tracking through Google Tag Manager and Google Analytics implementation
  2. how to implement Facebook conversion pixel to measure Typeform conversions
  3. how to add Google Ads conversion pixel to Typeform

What is Typeform?

Testing Webflow landing page

What are the pros & cons of using Typeform?

  • flexibility in creation (variety of question types, logic, design adaptations, etc.)
  • implementation speed
  • many possible integrations (such as Google Analytics, Google Tag Manager, ActiveCampaign, Zapier, etc.)
  • existing event triggers (survey interactions, form submit)
  • lack of proper native tracking features
  • more complex analytics implementation is required for correct conversion tracking (to get the proper traffic source)
  • event triggers for survey interactions are not easily distinguished

Adding Google Tag Manager to Typeform

Typeform debugging in Google Tag Manager

GTM Debugger with test URL parameters
Typeform page loaded in GTM
Proper medium in Google Analytics

Preparations for Typeform Google Tag Manager Conversion Tracking

Auto linking domains in GTM
Script for transferring UTM parameters
Creating needed URL variables
Adding a custom HTML for the script
Creating a DOM ready trigger
Getting proper traffic sources in Google Analytics

Tracking Typeform conversions through Google Tag Manager and Google Analytics

How to track Typeform conversions in Google Analytics?

TypeformSubmit event definition in GTM
TypeformSubmit event firing in GTM
TypeformSubmit event information sent to Google Analytics
Setting up a goal in Google Analytics for a Typeform conversion
Testing if Typeform Submitted goal is triggering under proper traffic source

How to add a Facebook conversion pixel to measure Typeform conversions?

Creating TypeformSubmit Facebook conversion

How to add a Google Ads conversion pixel to Typeform?

Creating a conversion in Google Ads
Conversion Linker definition in GTM
Google Ads Conversion Tracking setup in GTM for TypeformSubmit

Conclusion

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Iva Obrovac

Digital marketer with 10 years of experience. Into innovative products, experimentation, and Martech tools.