How to Track Form Submissions with Google Tag Manager

Set up conversion tracking in Google Ads for form submissions on Architect pages using Google Tag Manager.

In Architect, a form submission is a CTA that opens an email capture form modal when clicked. When a visitor fills out and submits the form, their details are captured directly within Architect.

When a visitor submits a form on your Architect page, a custom event called architect_form_submitted is fired. You can use Google Tag Manager to capture this event and send it to Google Ads as a conversion.

Prerequisites

Before you start, make sure you have:

• Access to your Google Ads platform
• Access to your Google Tag Manager account
• Access to the Architect platform (app.tryarchitect.com)
• A CTA set up in Architect as a form submission on an example page so you can test

Step 1: Create a conversion action in Google Ads

1. Open Google Ads and navigate to Goals

   In your Google Ads account, go to the left-hand menu and click Goals. Then click + Create conversion action.

2. Choose the conversion category

   Select the most relevant category for your use case, such as Submit Lead Form.

3. Configure the conversion

   Click Create Conversion, select your data source, then choose Manually with code. Click Done, then Save and Continue.

4. Copy your conversion details

   You will see the option to set up your Google tag and events. Choose the tab that says Use Google Tag Manager.

   Save the following values — you will need them in the next step:

   • Conversion ID
   • Conversion Label

Step 2: Add the Google Tag Manager script to Architect

1. Copy the GTM scripts

   In your Google Tag Manager workspace, click on your Google Tag Manager container. You will see two scripts — one for the head and one for the body.

   Copy both scripts.

2. Add the scripts in Architect

   Go to your Architect page, then navigate to Settings and click Scripts. Add two scripts:

   • One with the head script, placed in the head
   • One with the body script, placed at body start

   Click Save in Architect.

3. Test your website in Google Tag Manager

   Go back to Google Tag Manager and use the Preview mode to test your website. Enter your Architect page URL and make sure the GTM container loads correctly on the page.

Step 3: Create a trigger in Google Tag Manager

1. Open Google Tag Manager

   Go to your Google Tag Manager workspace.

2. Create a new trigger

   Navigate to Triggers and click New Trigger. Name it something clear like Architect Form Submission Trigger.

3. Configure the trigger

   Click Trigger Configuration and choose the trigger type Custom Event.

   Set the Event Name to:

   architect_form_submitted
   

Step 4: Create a conversion tag in Google Tag Manager

1. Create a new tag

   Go to Tags and click New. Choose Google Ads and then Google Ads Conversion Tracking.

2. Enter your conversion details

   Enter the Conversion ID and Conversion Label you saved from Step 1.

3. Set the trigger

   Under Triggering, select the Architect Form Submission Trigger you created in Step 3. Click Save.

Step 5: Publish your changes in Google Tag Manager

In Google Tag Manager, click Submit in the top right to publish your workspace changes. Your triggers and tags will not be active until you publish.

Step 6: Add the conversion action to your campaign in Google Ads

In Google Ads, add the conversion action you created to the campaign you are running with Architect. You can also verify the conversion action is set up correctly by going to Goals in Google Ads and checking that the status shows as active.

Debugging

If conversions are not tracking as expected, check the following:

• Conversion linker: Make sure you have a Conversion Linker tag set up in Google Tag Manager. This is required for Google Ads conversion tracking to work correctly.
• GTM published: Make sure you have submitted and published your changes in Google Tag Manager. Unpublished changes will not fire.
• GTM script in Architect: Verify that the Google Tag Manager script has been added to the Scripts section in your Architect page settings.
• Cookie consent: If you are running ads, confirm your tracking still respects your cookie consent settings. Third-party scripts are blocked until visitors consent. See How does the Architect cookie consent banner work? for more details.