Gravity Form Payment Tracking for GA4 with Google Tag Manager

In this project, I developed an advanced tracking solution to capture payment values from Gravity Forms and integrate the data seamlessly into Google Analytics 4 (GA4) using Google Tag Manager (GTM). The goal was to enhance data accuracy and provide actionable insights into customer transactions, thereby optimizing marketing strategies and business decisions

Project Details:

• Tools Used:
  • Google Tag Manager (GTM)
  • Google Analytics 4 (GA4)
  • Gravity Forms (WordPress)
  • Custom JavaScript
  • GTM4WP Plugin

• Steps Implemented:
  1. GTM Setup and Configuration: Created and configured a GTM account. Installed the GTM container code on the WordPress site using the GTM4WP plugin to ensure seamless integration.
  2. Form Submission Tracking: Identified the Gravity Form ID and created a GA4 event tag in GTM. Configured the tag to track form submissions and set up a trigger to fire on form submission events.
  3. Capturing Payment Data: Developed custom JavaScript to capture payment values upon form submission. Utilized the gform_after_submission hook in Gravity Forms to push transaction data (payment amount, currency) to the data layer.
  4. Tag Configuration: Created a new GA4 event tag in GTM to track payment values. Configured the tag to include transaction parameters such as transaction_id, value, and currency.
  5. Validation and Testing: Utilized GTM’s Preview Mode and GA4’s DebugView to test the setup. Ensured that form submissions and payment values were correctly captured and recorded in GA4.

     

  6. Publishing and Monitoring: Published the GTM container and monitored GA4 reports to ensure accurate data collection. Continuously adjusted the setup based on insights and performance metrics.

Results:

• Enhanced data accuracy and completeness in GA4, leading to better tracking of form submissions and payment transactions.
• Improved ability to analyze customer behavior and transaction patterns, providing valuable insights for marketing and business strategies.
• Achieved seamless integration between Gravity Forms, GTM, and GA4, ensuring reliable and consistent data flow.

Conclusion:

This project demonstrates my ability to implement advanced tracking solutions using GA4 and GTM. By accurately capturing payment values from Gravity Forms, I provided the client with critical data insights that drive informed decision-making and optimize business performance.