How to Track HubSpot Form Submissions in GA4

HubSpot forms are essential for capturing leads, nurturing relationships, and driving conversions. When integrated with Google Analytics 4 (GA4), you can track how these forms perform and gain valuable insights into your website traffic, user behaviour, and the effectiveness of your forms.

You can learn more about HubSpot in our guide, What is HubSpot? The Ultimate Guide. 

Tracking form submissions in GA4 not only gives you an edge in optimizing your marketing efforts, but it also helps improve lead generation and measure return on investment (ROI). This guide walks you through why and how to track HubSpot form submissions in GA4 using Google Tag Manager.

Why Track HubSpot Form Submissions in GA4

Here are the top reasons why tracking HubSpot form submissions in GA4 can add immense value to your marketing strategy:

Measure Conversion Rates

Tracking form submissions helps you assess how many visitors are successfully completing your forms. This data allows you to calculate the form conversion rate, identifying any bottlenecks or areas for improvement in the user experience.

Identify Top-Performing Forms

By analyzing form submissions, you can identify which forms are converting more users. These insights allow you to replicate successful strategies and make adjustments to underperforming forms.

Analyze User Behaviour

GA4 helps you understand the actions users take before completing a form. By analyzing behaviour such as the pages they visited or the time spent on your site, you can refine your website flow to improve engagement and increase conversions.

Optimize Marketing Campaigns

Data-driven decisions are key to marketing success. Tracking form submissions enables you to measure the effectiveness of your campaigns and optimize lead generation efforts based on real-time data from GA4.

8 Reasons Why Data is Key to a Successful Inbound Marketing Strategy

Track the ROI of Your Forms

HubSpot form tracking in GA4 provides crucial metrics, such as how your forms contribute to lead acquisition, enabling you to gauge the success of your Inbound Marketing efforts. By understanding which forms are driving leads and conversions, you can better allocate your marketing budget.

How Can You Do it?

To track HubSpot form submissions in GA4, follow these steps. Before we begin, ensure you have:

• Google Analytics Account (Edit Access) – GA4 property set up for your website.
• Google Tag Manager (Publish Access) – Tag Manager installed on your site.
• HubSpot Forms Integrated – HubSpot forms properly embedded in your website.

Step 1: Create a New Custom HTML Tag in Google Tag Manager

1. Log in to Google Tag Manager and go to the Tags section.
2. Click "New" to create a new tag.
3. Select Custom HTML Tag as the tag type.
4. Paste the following code into the "Custom HTML" field:

<script> dataLayer.push({ 'event': 'formSubmission', 'formName': '', 'formData': '' }); </script>

This code pushes form submission data to the Google Tag Manager’s data layer.

          5. Click Save to create the tag. 

Step 2: Create a Custom Event Trigger

1. Go to the Triggers section and click New.
2. Choose Custom Event as the trigger type.
3. Set the Event Name to "formSubmission".
4. Click Save to create the trigger.

Step 3: Create a Data Layer Variable

1. Go to the Variables section and click New.
2. Choose Data Layer Variable as the variable type.
3. For Variable Name, enter "formName".
4. Set the Data Layer Variable Name to .
5. Repeat the same process for other data you may want to track, such as form data or submission times.
6. Click Save.

Step 4: Setup the New Event as a Goal in GA4

1. Navigate to your GA4 Property.
2. Click Admin in the bottom-left corner, then go to Events under the "Data Streams" section.
3. Click Create Event.
4. Set the event name to "formSubmission" and define any additional conditions (e.g., event parameters) to track only certain form submissions.
5. Once the event is set up, return to the Goals section.
6. Click New Goal and choose "Event" as the goal type.
7. Name the goal (e.g., "HubSpot Form Submissions") and select the "formSubmission" event.
8. Click Save.

Best Practices for Tracking HubSpot Forms in GA4

To get the most out of form tracking, consider the following best practices:

1. Track Additional Data Layers

In addition to tracking the form name and submission event, consider capturing details like lead source, form field data, or submission timing to gain deeper insights into form performance.

2. Segment Your Audience

Leverage GA4’s segmentation tools to analyze how different audiences interact with your forms. For example, are mobile users more likely to submit forms than desktop users? Such insights help you optimize forms for specific devices or audiences.

Learn more about the power of segmentation on our blog, How Segmentation Can Enhance Your Inbound Marketing Efforts.

3. Monitor Drop-off Points

Use funnel analysis to track where users drop off before completing forms. Are there certain steps in the form that discourage submissions? Use this data to make changes, such as reducing the number of fields or simplifying the form.

4. Create Alerts for Key Metrics

Set up custom alerts in GA4 to notify you when form submissions drop below or exceed certain thresholds. This helps you quickly identify potential issues or capitalize on successful campaigns.

5. A/B Test Your Forms

Using your data from GA4, run A/B tests on form placement, design, and content. Test different form lengths, layouts, or incentives to see which variations lead to the highest conversion rates.

Tracking HubSpot form submissions in GA4 allows you to unlock powerful insights into your users’ behaviour and the performance of your forms. By following this setup process and using the best practices outlined above, you can optimize your forms, enhance lead generation, and better measure the ROI of your marketing efforts.

Not sure where to start? Get in touch with the SummitBound Marketing team today. We’d love to help you maximize your marketing efforts.