Google Tag Manager

& Tracking Form Submissions in Pardot

Google Tag Manager

Google Analytics is an industry tool that nearly everyone in the marketing realm is familiar with these days. But did you know the Google Analytics Conversion tracking and Google Tag Manager can totally revolutionize your tracking experience in Pardot? At first glance setting these tools up may seem incredibly complicated, however within this walkthrough you will get an easy explanation about how to utilize these very valuable tools.

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Adding Tag Manager:

The first step for making sure Pardot is sending your tracking data to Google Analytics is adding your Google Tag Manager container to be housed within your Pardot Form Layout Template. This step may already be completed and be in place. In this case you won’t need to do this step and skip forward in the walkthrough.

Log in to the Google Tag Manager and select the account you’d like to use. Once this is done find the Container ID in the top right corner and click it. You will copy the first code and paste into the <head> tag section of the Pardot Layout Template. Then you will copy the send code and paste it into the <body> tag in the Pardot Layout Template and save your layout.

Identify a Submission:

Computing how many people submit your form with Google Analytics can be as simple as adding a Thank You page to identify a submission. This sends prospects to a “Thank You” page after they have filled out your form. Then it reports by providing you with the information of how many people reach the Thank You page.

But if you do choose to use a Thank You page to help track submissions the URL of that page won’t change when a form is submitted. So in order to alert Google Analytics the form has been submitted you will need to create a virtual page view that is triggered by Google Tag Manager. This can be done by adding a unique marker into your Pardot Form that the Tag Manager will look for.

Simply access the Source of the Thank You Content under completion actions in the Pardot Form. Then add <div id=”thank-you”>&nbsp;</div>. Update the id in the code to be something unique (we use “thank-you” as the example but this can be most anything) and save your form.

Now that you have created the unique id flag for your Thank You page content, it needs to be identified to Google Tag Manager that it should be looking for this unique flag. You can do this by selecting “Triggers” from the left hand menu in the Google Tag Manager. Click “New” and then select the “Element Visibility” option. Then click the “Selection Method” to be the id and enter your id that was used in the Pardot Form.

The Google Tag Manager tag:

The Google Tag Manager is activated by seeing the id you set in your form. But after it is activated it will need to be able to create the virtual page view in Google Analytics. The first step in order to do this is finding the “Tag” option in the Google Tag Manager and adding a new “Tag Configuration”. Once this has been open to create you will also need to select “Google Analytics – Universal Analytics” and set the track type to page view.

From here tick the “Enable overriding settings in this tag” option and select an already existing Google Analytics setting variable, just make sure this has already been configured. Then just save the Tag Configuration.

Tips For The Process:

Use the helpful tips to help your Google Analytics experience.

- There may be a lag when submissions come in versus when they show up in the Content Report, alleviate this by checking real-time results in the Real-time section.

- Create a goal in the Google Tag Manage in order to track conversions. This can be done by creating a Destination type Goal and adding a custom field with the thank you page set to the destination.

- If there is an error in happening in any of the reporting be sure to check all the steps along the way, i.e. Goal, Pardot Form, Google Tag.

- You can track multiple forms by setting up the Google Tag Manager to only fire on the same id for certain URLs.

Questions about setting up Google Tag Manager? Fill out the form above and a Pardot expert will reach out to help you for free!