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How to Track WPForms Submission in Google Ads Conversion Using GTM (Step-by-Step Guide)

mdniamul - How to Track WPForms Submission in Google Ads Conversion Using GTM (Step-by-Step Guide)
By MD Niamul
Marketing Automation | Google Ads | Full‑Stack Web Analytics & Conversion Tracking Specialist

Introduction

Tracking form submissions is critical for measuring lead generation performance and optimizing your Google Ads campaigns. If you are using WPForms on your WordPress website, you can track form submissions using Google Tag Manager (GTM) and send them as Google Ads conversions.

In this guide, I’ll show you how to set up WPForms conversion tracking for Google Ads using a data layer listener script, configure GTM triggers and tags, and verify everything step by step.

Why Should We Track WPForms Submissions in Google Ads?

Tracking WPForms submissions in Google Ads allows you to:

  • Measure real lead performance from paid ads

  • Optimize campaigns based on actual conversions

  • Improve Smart Bidding accuracy (Maximize Conversions / tCPA)

  • Attribute form submissions to keywords, ads, and audiences

  • Reduce wasted ad spend

Prerequisites

Before starting, make sure you have:

  • A WordPress website with WPForms installed

  • Google Tag Manager (GTM) installed on your website

  • A Google Ads account with conversion tracking access

  • WPForms AJAX submission enabled

🚀 Need Help with WPForms Tracking?
If you need the data layer script, full GTM setup, or troubleshooting help, I can assist you.

✅ Hire Me for Setup: WhatsApp Me
✅ Book a Consultation: Schedule a Call

Step 1: Create a Google Ads Conversion Action

  1. Go to Google Ads → Tools & Settings → Conversions

  2. Click New conversion action

  3. Select Website

  4. Category: Submit lead form

  5. Conversion name: WPForms Lead

  6. Value: Use the same value for each conversion (or your preference)

  7. Count: One

  8. Attribution model: Data-driven (recommended)

  9. Save and continue

mdniamul - Create a Google Ads Conversion Action

📌 Copy and keep:

  • Conversion ID

  • Conversion Label

Step 2: Enable AJAX Submission in WPForms (Important)

  1. Go to WPForms → Edit Form

  2. Navigate to Settings → General

  3. Enable Submit button processing via AJAX

  4. Save the form

This ensures the form submits without page reload and allows accurate event tracking.

mdniamul - Enable AJAX Submission in WPForms (Important)

Step 3: Add the WPForms Data Layer Listener Using GTM

To track WPForms submissions, we use a listener script that pushes an event into the dataLayer when a form is successfully submitted.

WPForms Listener Code

Add this code via a Custom HTML Tag in GTM:

 
<script>
document.addEventListener(‘wpformsAjaxSubmitSuccess’, function(event) {
window.dataLayer = window.dataLayer || [];
window.dataLayer.push({
event: ‘wpforms_submission’,
formID: event.detail.formId
});
});
</script>

How to Add in GTM

  1. Log in to Google Tag Manager

  2. Go to Tags → New

  3. Name the tag: WPForms Data Layer Script

  4. Tag Type: Custom HTML

  5. Paste the listener code

  6. Trigger: All Pages

  7. Save the tag

mdniamul - Add the WPForms Data Layer Listener Using GTM

Step 4: Create a Custom Event Trigger in GTM

  1. Go to Triggers → New

  2. Name: WPForms Submission

  3. Trigger Type: Custom Event

  4. Event Name: wpforms_submission

  5. Trigger fires on: All Custom Events

  6. Save

📌 (Optional) You can later filter by formID if you want to track a specific form only.

mdniamul - Create a Custom Event Trigger in GTM

Step 5: Create a Google Ads Conversion Tag in GTM

  1. Go to Tags → New

  2. Name: Google Ads – WPForms Conversion

  3. Tag Type: Google Ads Conversion Tracking

  4. Enter:

    • Conversion ID

    • Conversion Label

  5. Trigger: WPForms Submission

  6. Save the tag

mdniamul - Create a Google Ads Conversion Tag in GTM

Step 6: Add Conversion Linker Tag (Required)

  1. Go to Tags → New

  2. Name: Conversion Linker

  3. Tag Type: Conversion Linker

  4. Trigger: All Pages

  5. Save

This ensures proper attribution for Google Ads conversions.

mdniamul - Add Conversion Linker Tag (Required)

Step 7: Test the Setup in GTM

  1. Click Preview in GTM

  2. Enter your website URL

  3. Submit a WPForms test form

  4. In Tag Assistant, verify:

    • Event wpforms_submission appears

    • Google Ads Conversion tag fires successfully

mdniamul - Test the Setup in GTM

Step 8: Publish the GTM Container

If everything works correctly:

  1. Click Submit in GTM

  2. Add a version name and description

  3. Click Publish

Step 9: Verify Conversion in Google Ads

  1. Go to Tools & Settings → Conversions

  2. Open your WPForms Lead conversion

  3. Status will change to Recording conversions within a few hours

mdniamul - Verify Conversion in Google Ads

Conclusion

You’ve successfully set up WPForms submission tracking for Google Ads using Google Tag Manager. This setup allows you to accurately measure leads, optimize bidding strategies, and improve campaign performance.

🚀 Need Help Advanced Tracking Setup?

💬 Want this implemented without mistakes?

I’ve helped 850+ advertiser agencies & D2C brands unlock $11.6M+ revenue by implementing 1,500+ client-side & server-side tracking systems.

⮏ My core services include:

⨭ Google Tag Manager (GTM) — manage data layers & (Marketing platform Tag, Trigger & Variables).

⨭ Custom Code by GTM — HTML, CSS & JavaScript for the help of marketing platform advanced tracking.

⨭ Server-Side Tracking — Bypassing ITP/Ad-blockers for 99% accuracy.

⨭ Google Analytics 4 (GA4) — visualize customer journeys.

⨭ Multi-Channel CAPI — Facebook, TikTok, Pinterest & Snapchat Conversion API & Klaviyo email marketing tools.

⨭ Third Party Checkout Conversion Tracking — Shopify, Stripe, GoQuick, ShipRocket, PayPal or more.

⨭ Google Consent Mode (GCM) — maintain GDPR compliance.

⨭ Marketing Automation — streamline workflows (Zapier/n8n/Make).

⨭ CRM Conversion Tracking — link offline sales to ads.

⨭ Tag Management — GTM & Third-Party Checkout Tracking

⨭ Offline & CRM Tracking — HubSpot, Salesforce, Zoho, Pipedrive, Oddo, Webhook & Sheet.

⨭ Advanced Analytics — GA4, Google Looker Studio & Big Query (SQL) for deep data visualization.

If you want your tracking done right the first time, message me.

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MD NIAMUL

Marketing Analytics & Conversion Tracking Specialist

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