How to measure conversions and e-commerce with the Google Analytics add-on from Gravity Forms

Gravity Forms & Google Analytics

Since June 1, 2023, Gravity Forms has its own Google Analytics 2.0 add-on launched. With this add-on it is possible to send form activities to Google Analytics. Think of form submissions, but any pagination of forms can also be tracked as an 'event' in Google Analytics.

The Google Analytics add-on offers four possibilities to connect Analytics to Gravity Forms, namely:

• Google Measurement Protocol – This option is recommended by Gravity Forms. It is the easiest way to link and you can use it to make events from Gravity Forms measurable in Analytics. This option does not send utm parameters and does not contain any data required for Google Ads or Remarketing.
• Google Analytics – This option is more extensive and offers the possibility to fully integrate Google Analytics within the site. It also supports Google Ads and Remarketing.
• google tags manager – If your website already uses this, choose this option to have your forms hook up to the Tags, Triggers and Variables of GTM.
• ManualConfiguration – This option offers the possibility to manually establish a link with Google Analytics. This is for advanced users.

Except for the manual pairing, pairing with the other three options is done by logging into your Google account and giving permission for the Gravity Forms pairing. After which you can link the desired Analytics property or Tag manager container.

Measure conversions with Gravity Forms

Once the Google Analytics add-on has been installed and linked, you can create a feed in the form settings. Within this feed you can assign values to event parameters. In Analytics you can use these events and parameters in your reports.

For example, in line with the old UA analytics, you can create event parameters for 'category', 'action', label and 'value', as in the example below.

Once form events are measured, you can mark them as conversions in Google Analytics so that you can use them in your analytics and marketing activities.

Google Tag Manager for e-commerce measurements

For example if you donations with Gravity Forms receive, or you have an order form for a product. Then you may also want to have this measurable in Google Analytics. You can solve this with events and an event value, or you can use e-commerce tracking.

Not possible to track e-commerce events with the direct link of Gravity Forms and Google Analytics. If you want to be able to keep track of this, you have to use the google tags manager clutch.

Once Google Tag Manager has been linked to your form settings, you can then link the fields or custom values per form to dataLayer variables in Google Tag Manager.

To start measuring a purchase you need a tag with purchase Provision GA4 event. This event should provide you with the correct ecommerce values that you get from the dataLayer variables. Google tells in the page “Set up a purchase event” what values these should be. The minimum values you need are:

• transaction_id = a unique transaction number
• value = total value of the purchase
• currency = the currency of the purchase
• items = the items that are part of the purchase
  • item_id = a unique product number
  • item_name = the name of the product
  • price = the price of the product
  • quantity = the number of pieces of the product
  • * If you sell multiple products, multiple items can be added to this value.

You can load these values into Google Tag Manager by creating various user-defined variables. You can use the values below.

Data Layer variables

E-commerce items as Javascript variable

You can place the code below in a Custom Javascript Variable. This will correctly add the items to the purchaseevent.

function() { 
  return [ 
    { 
       item_id: "Related Data Layer Variable", 
       item_name: "Related Data Layer Variable", 
       price: Related Data Layer Variable, 
       quantity: Related Data Layer Variable, 
       //optional variables 
       item_category: "Related Data Layer Variable ", 
       item_variant: "Related Data Layer Variable" 
    } 
    // Add any additional items here 
  ]; 
}

In the manual below, we explain step-by-step how to use the above variables and a purchase measure event purchases from your Gravity Forms form to Google Analytics.

Comments

No support for deferred actions

With the Pronamic Pay plugin it is possible to have an order paid directly via a payment provider. The Pronamic Pay plugin supports Gravity Forms's ability to defer actions until successful payment. Unfortunately, at the moment (August 2023) it is not (yet) possible to postpone the Google Analytics feed until a successful payment has been made. Because the Google Analytics add-on does not (yet) support this option.

Format of product amount in Euros

The notation of amounts in Euros is different from, for example, the US Dollar. The thousands and decimal separators are exactly opposite of each other. Google uses the standard notation according to the Dollar for Analytics, with a comma as a thousand separator and a point as a decimal separator.

The Gravity Forms Google Analytics add-on does use the correct format for the total amounts of a form. For product prices they use the standard Euro notation. As a result, the product value in Google Analytics is now not measured properly.

Gravity Forms has indicated that this is being worked on and will be fixed in a future update.

If you use a dropdown or variant as a product field, you can use the :price modifier to get the correct notation.