Integrations

Google Analytics & GTM

Fire Google Tag Manager events on form submission for conversion tracking. Available on Pro and Pro+ plans.

2 min read

Last updated June 15, 2026

The Google Analytics / GTM integration fires a custom event when a form is submitted. Use it to track form conversions in Google Analytics 4 or any GTM-connected tool.

Available on Pro and Pro+ plans.

Setup

Ensure GTM is installed on your store

Google Tag Manager must already be installed on your Shopify store for this to work. If you haven't installed it, add the GTM container snippet to your theme's <head> section.

Configure the GTM event on the form

In the form builder → Settings → Integrations → GTM Events:

Enter an Event Name (e.g. form_submit, contact_form_lead)
Optionally add Event Parameters (key-value pairs to include with the event)
Save

What gets fired

When the form is submitted, the app pushes a dataLayer event:

window.dataLayer.push({
  event: 'your_event_name',
  form_name: 'Contact Form',
  form_id: 'abc123',
  // any additional parameters you configured
});

Setting up in GTM

In GTM, create a Trigger → type: Custom Event → Event name matches your configured event name.
Create a Tag → Google Analytics GA4 Event (or any other tag type).
Set the trigger to the custom event trigger you created.
Publish the GTM container.

Viewing in Google Analytics

After publishing, form submissions appear in GA4 under Reports → Engagement → Events with your event name. Use it to set up conversion goals or funnel analysis.

Use the After Form Submit JS hook (Pro+) for more advanced tracking needs for example, sending additional field values as custom dimensions, or integrating with analytics tools that don't use GTM.

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