Last Updated on August 15, 2025

Enhanced Conversions for Gravity Forms

1. Setting up Query String in Gravity Forms

  1. Login to the backend of the client’s site
  2. Click “Forms” (make sure it’s Gravity Forms) on the left menu
  3. Find the form that you want to set up Enhanced Conversions for
  4. Click “Settings” > “Confirmations”
  5. Set the Confirmation Type to “Page” or “Redirect”
    1. Set the redirect page to your thank you page
  6. Now, for the “Pass Field Data via Query String” field, we need to put our query string. It will probably look something like this:
    1. first_name={First Name:3}&last_name={Last Name:4}&email={Email Address:6}
    2. To build this, you need to check which fields you have on your form. In the sample above, the form is collecting first name, last name, and email address. If we were building the string above we would type “first_name=” and then we would click on the “{..}” that is just above the field on the right side. Then search “name” and click on the option for first name (the name will vary based on what you named the actual field). Then, type “&” and then your next query (in this case, “last_name”. Check on the video at the top of this training if you want to see this process live.
  7. Click “Save Confirmation”

2. Conversion Linker Tag (If you already have one in your GTM container, skip this)

  1. Open GTM in another tab
  2. Open the GTM account for the client
  3. Click Tags
  4. Click New
  5. Click the Tag Configuration box >> Conversion Linker
  6. Click Triggering box >> All Pages
  7. Save the tag

3. Setting Up URL Variables

  1. Click “Variables” on the left
  2. Click the “New” button in the “User-Defined Variables” section
  3. Click “Variable Configuration” >> “URL”
  4. In “Component Type”, select “Query”
  5. In “Query Key”, enter your first query (following the example above, that would be “first_name”.
    1. IMPORTANT: You must make sure that the query you used in Gravity Forms and the query key you use in GTM are identical. It doesn’t really matter what you do as long as they match. Try to default to lowercase with words separated by underscores if you can
  6. Title the variable “URL – first_name” and click “Save”
  7. Repeat this process for each of the queries (form fields) you are trying to capture

4. Setting Up a User-Provided Data Variable

  1. Click the “New” button in the “User-Defined Variables” section
  2. Click “Variable Configuration” >> “User-Provided Data”
  3. Click the “Manual configuration” bubble
  4. In each of the dropdowns, select the corresponding “URL” variable that you made
    1. Email will go with “URL – email”
    2. Phone will go with “URL – phone_number”
    3. etc.
      1. NOTE: At the very least, you should collect Email. If you can, collect Phone and Email. If you are going to collect anything from the bottom section (everything below phone), you have to collect “First Name”, “Last Name”, “Country” and “Postal Code”. If you can’t collect all 4 of those, leave the bottom section blank; it won’t let you collect only 2-3
    4. Click “Save”

5. Setting Up a Thank You Page View Trigger

  1. Navigate to the “Triggers” section
  2. In “Trigger Configuration”, select “Page View” and then check the “Some page view” bubble
  3. Name the trigger “Thank You Page View”
  4. Click Save

6. Setting Up the Conversion in Google Ads

  1. Before finishing up in Tag Manager, we need to open up a new tab and set up the actual conversion in Google Ads
  2. Click Tools & Settings within the Google Ads Account
  3. Under Measurement, click Conversions
  4. Find the “Settings” tab on the left menu
  5. Expand the “Enhanced Conversions” section
  6. Check the “Turn on enhanced conversions” box
  7. From the drop-down, select “Google Tag Manager”
  8. Click “Save”
  9. On the left menu, select “Summary”
  10. Click the blue “+ New conversion action” button on the top left
  11. Click Website >> *Enter Website Domain* >> Scan >> Save and continue
  12. There may be a banner that pops up that says “Use Google Ads only”. Click “Use Google Ads only” >> “Switch to Google Ads”
  13. In the “Create conversion actions manually using code” box, click “+Add a conversion action manually”
  14. In the “Goal and action optimization” section, select “Submit lead form”
  15. Click the dropdown titled “Conversion action optimization options” and select “Secondary action…”
  16. Name the Conversion “EC – Form Submission” (or something to that effect)
  17. Input the value (get this from the MC over the account)
  18. In the “Count” section, select “One”
  19. Click “Done”
  20. Click “Save and Continue”
  21. Click “Use Google Tag Manager”

7. Setting Up a EC – Form Submission Tag

  1. Navigate to the “Tags” section >> Click “New”
  2. Click “Tag Configuration” >> “Google Ads” >> “Google Ads Conversion Tracking”
  3. Fill in the “Conversion ID” field and the “Conversion Label” field (refer to your original Google Ads tab for this information)
  4. Scroll down until you see the 3rd checkbox titled “Include user-provided data from your website”
  5. Click the dropdown and select the “EC – Email Address from Form” variable you created earlier.
  6. Triggering >> “Thank You Page View”
  7. Name the tag “EC – Form Submission” (or something like that)
  8. Save

8. Testing and Debugging 

  1. Click Preview >> Enter the website URL
  2. Navigate to the form you made a tag for and submit a test form
  3. Go back to the “Tag Assistant” window.
  4. On the left menu, find and click “Form Submit”. Verify that your tag fired correctly
  5. Click “Variables”
  6. Look for the “EC – Email Address from Forms” variable. Once you find it, verify that it has successfully captured the email address
  7. Go back to your Google Tag Manager tab, click “Submit”, and then publish the GTM container
  8. Go back to your Google Ads Tab & click Done
  9. From the “Conversion Summary” page, your new conversions should be marked “Secondary”. We want to verify that it is working before making them primary conversions
  10. After a few days, return to the account and check on your conversion. If it is recording conversions, you should be good to mark it as a Primary goal (make sure you change the conversion that it is replacing to Secondary)

 

NOTE: If you want to track different form submissions as different conversion actions in Google Ads, you will need to:

  1. Repeat Step 1 for each form you are trying to track
    1. You will need to give each form a distinct thank you page if you want to track it separately
  2. Repeat Step 5. Create 1 trigger for each thank you page you are tracking
  3. Repeat Steps 6 and 7 for each conversion action (form) you are tracking