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How to Track Form Conversions in Google Ads?

(Updated: 14/05/2020)

What is Google Ads conversion tracking?

Google Ads conversion tracking helps you understand how your customers interact with your ad, from the moment it’s displayed until the customers click your CTA on the landing page – it can be a purchase, signup, or a download. To track form conversions on form submit you will need access to the form’s source code or any other method that allows you to edit either the submit button or the confirmation page.

How to Add Conversion Tracking To Your Form

There are a few methods that you can use to track your form conversions in Google Ads.

Method #1 – Adding the Conversion Tracking Code to Your Confirmation Page

The conversion tracking is a code snippet (in JavaScript) that is triggered like an event in your Google Ads campaign. If you haven’t done it yet, you’ll need to create a new conversion in your Google Ads account. Go to Tools & Settings → Measurement → Conversions and create your new conversion. Look for the snippet code, copy it, and move to the next step.

Does your form have a confirmation page? It should since you can gain more sales with a conversion-optimized Thank-you page.

Just open the source code of your confirmation page and place the conversion tracking snippet in your HEAD section of the HTML document. Remember that the tracking will activate on page view, so make sure it’s not accessible from other sources.

Method #2 – Adding the Conversion Tracking Code to the Submit Button

This method is a bit harder unless you are a skilled coder. You’ll need to include your conversion tracking snippet into a custom JS code that is trigger when the submit button is clicked. Be advised, however, as this means multiple clicks from the same person will show up multiple times in your ad campaign. And this is a normal behavior in case the Internet connection is slow or your page/form loads slow. People will just hit that button until they see their form went through.

Some marketers prefer to trigger the conversion tracking on submit. That’s because users may close the page tab of the browser right after they submit, and thus the conversion will not be tracked in the Ads account. However, you can prevent this by adding a visible loader on-screen which tells your visitors to wait for the form confirmation.

Method #3 – Adding the Conversion Tracking Code through Google Tag Manager

Tag Manager is a sweet tool for incorporating an abundance of tracking codes into one single snippet that goes into the HEAD section of your website. For this method, you’ll need the GTM snippet installed on your website. Afterward, head into your GTM property and create a new tag. GTM has a pre-built Google Ads conversion tracking tag that you can edit with your conversion ID and conversion label.

Once done, use a page view trigger and set it up to trigger on the URL of your confirmation page. Make sure you test the trigger with GTM’s Preview mode.

If this is too complicated, check out the next method.

Method #4 – Creating an online form with 123FormBuilder

123FormBuilder is a great online form builder for building online forms without coding a thing. It’s got a built-in custom Javascript feature that allows you to add JS snippets to the form view and the form’s confirmation page.

I prefer triggering the conversion tracking on the confirmation page since that’s the final destination of a user’s journey in your ad campaign. Triggering it on the click doesn’t mean it was successful. What if the button got broken? But that’s my personal opinion – you can do as you please.

Here’s how you can create a form with 123FormBuilder and use it for your ad campaign.

  • Step 1: Sign up to 123FormBuilder.
  • Step 2: Select a form template or create your form from scratch.
  • Step 3: Once done editing your form, go to Settings → Advanced → Form
  • Step 4: Tick the option Add a JS script to the Thank You page of your form. You’ll need a Platinum plan subscription to use this option.
  • Step 5: Now you’ll need to add an external JS file containing your conversion tracking code.Here’s how you can build the external JS file:Open your notepad, copy the code in it and save it with the .js extension. Next, look for a hosting platform where you can upload your JS file (e.g. GitHub).
  • Step 6: Save your settings and head-on towards publishing your form on your landing page.

And that’s about it.

And these are some of the methods you can use to add Google Ads conversion tracking on your lead generation form.

Want to learn more about 123FormBuilder? There’s a free plan waiting for you – try it out now and get your data management strategy to a higher level!

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What conversion tracking method worked for you? Feel free to comment below.


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