You built the form. You’re seeing leads come in. But GA4? It’s showing no submissions, no events, no conversions. It feels broken.
Here’s the good news: your form probably is working — you just haven’t told GA4 how to track it yet.
Google Analytics 4 doesn’t automatically recognize form submissions unless you set up the signals yourself. But once you understand how GA4 watches for events, it’s a straightforward fix.
Solution: Tell GA4 When a Form Submission Happens
In GA4, an “event” is something that you define. Clicking a button, submitting a form, visiting a page — GA4 only counts it if an event is triggered when the action happens.
Here’s the process to get your form submissions tracked correctly:
Step 1: Understand How Your Form Behaves
Before you set anything up, you need to know how your form works:
- Does it redirect to a thank-you page after submission?
- Does it stay on the same page and just show a confirmation message?
- Is it embedded inside an iframe (like many HubSpot or Marketo forms)?
The answer will determine the best way to track it.
Step 2: Choose Your Tracking Method
If your form redirects to a thank-you page:
- Set up a Destination Goal by tracking views of the thank-you page URL.
- In GA4, this means creating an event based on a page_view with a specific page path.
If your form submits without redirecting:
- Set up a Custom Event triggered when the form is successfully submitted.
- You’ll usually need Google Tag Manager to listen for a form submit trigger (form submission, button click, or custom JavaScript event).
If your form is inside an iframe:
- Things get trickier. You may need to:
- Track a click event before submission
- Fire a manual event through JavaScript
- Or use platform-specific integrations (like HubSpot’s GA4 event tracking)
Step 3: Create and Mark the Event as a Conversion in GA4
Once you’ve captured the event — whether through a thank-you page or a custom trigger — you’ll need to tell GA4 it matters.
- Go to Configure → Events
- Find your form submission event
- Toggle it to Mark as Conversion
From then on, GA4 will track form submissions as conversion actions in your reports.
Suggested Help Docs for Platform Setup
If you need step-by-step instructions, these guides are excellent starting points:
- Google Analytics Help
How to measure key events with Google Analytics - Google Tag Manager
Form submission trigger - HubSpot Forms
Create and edit forms - Gravity Forms:
Tracking Form Submissions with Google Analytics 4
Pro Tips
- Always test your setup using GA4’s DebugView before relying on live data
- Name your form submission events clearly (e.g., form_submit_contact_us) for easier reporting
- If using GTM, remember that many embedded forms need custom triggers — default “Form Submission” triggers often won’t fire
- Set different event names if you want to track submissions separately by form type (e.g., Contact vs Demo Request)
Final Thought
In GA4, if you don’t define the interaction, it doesn’t exist. Form submission tracking isn’t automatic — but it’s absolutely doable once you know what signals to look for, and how to capture them.
Get your forms firing clean events, and suddenly your lead gen performance becomes a lot easier to measure — and a lot easier to improve. And if you need help making sure every form, on every page, tracks cleanly and correctly, that’s where Langer Labs steps in.