How to Set Up Pardot Form Tracking: Google Tag Manager & GA4
Posted: Sun Dec 22, 2024 6:09 am
This blog has been updated with instructions for form submission tracking in GA4.
Pardot forms are embedded into web pages using iframes, which stands for ‘inline frames’. In a nutshell, this means the Pardot page containing the form, is embedded into a frame on the web page of our site. One of the biggest hurdles this creates, is a struggle to set up Pardot form tracking in Google Analytics (GA4).
In 2022, Pardot was renamed to Marketing Cloud Account all phone number in cambodianumber phone cambodiaEngagement, but we’ll still refer to it as Pardot in this blog post for simplicity and SEO reasons!
Pardot form embedded using iframe on marcloudconsulting.com
Pardot form
Pardot form web page on pardot.marcloudconsulting.com
Pardot form
Because the form does not exist in the actual page source code, standard ‘Event’ tracking on form submissions will not work by default.
It’s one of the biggest challenges our clients face and one that’s quite technical and can be tricky to resolve!
After much trial and tribulation, at MarCloud we’ve been able to implement a Pardot form tracking system that works and can be replicated by other users. It uses Google Tag Manager, so if you don’t have a GTM account yet, the first step is to create one for free and install it on your website.
Before we dive into the next steps, let’s consider why we need to track these forms in the first place.
Pardot Training Banner
Pardot form tracking using GTM & GA4
Why track Pardot forms in Google Analytics?
How to set up Pardot form tracking using GTM
Step 1: Pardot Form Template Code
Step 2: PostMessage Event Listener Tag
Step 3: Create a custom formName Data Layer variable
Step 4: Create a Pardot form submission event
Step 5: Create a custom dimension in GA4
Step 6: Create a custom exploration in GA4
Why track Pardot forms in Google Analytics?
In Pardot we have access to the number of views a form receives, the leads that submit the form, the form conversion rate, and the initial lead source for our prospects. For some marketers, these metrics may be enough because they give us the insights needed to demonstrate lead generation performance.
But there’s a reason we use Google Analytics in conjunction with Pardot.
Google Analytics and GA4 specifically, tells us more about our website performance, audience, and overall conversion rate - both as a whole and from particular marketing activities or channels.
Even with an excellent Pardot setup, Google Analytics is a vital tool for improving the user experience of our site, and forms are part of this experience.
The true magic is in using GA4 and Pardot in tandem, to track website traffic and behaviour and Pardot form and lead generation performance.
Not only this, having Pardot form tracking set up correctly within Google Analytics means we can track conversions more easily from advertising campaigns such as Google Ads or LinkedIn, and actually optimise our activity using conversion data.
So, how do we do this?
Pardot forms are embedded into web pages using iframes, which stands for ‘inline frames’. In a nutshell, this means the Pardot page containing the form, is embedded into a frame on the web page of our site. One of the biggest hurdles this creates, is a struggle to set up Pardot form tracking in Google Analytics (GA4).
In 2022, Pardot was renamed to Marketing Cloud Account all phone number in cambodianumber phone cambodiaEngagement, but we’ll still refer to it as Pardot in this blog post for simplicity and SEO reasons!
Pardot form embedded using iframe on marcloudconsulting.com
Pardot form
Pardot form web page on pardot.marcloudconsulting.com
Pardot form
Because the form does not exist in the actual page source code, standard ‘Event’ tracking on form submissions will not work by default.
It’s one of the biggest challenges our clients face and one that’s quite technical and can be tricky to resolve!
After much trial and tribulation, at MarCloud we’ve been able to implement a Pardot form tracking system that works and can be replicated by other users. It uses Google Tag Manager, so if you don’t have a GTM account yet, the first step is to create one for free and install it on your website.
Before we dive into the next steps, let’s consider why we need to track these forms in the first place.
Pardot Training Banner
Pardot form tracking using GTM & GA4
Why track Pardot forms in Google Analytics?
How to set up Pardot form tracking using GTM
Step 1: Pardot Form Template Code
Step 2: PostMessage Event Listener Tag
Step 3: Create a custom formName Data Layer variable
Step 4: Create a Pardot form submission event
Step 5: Create a custom dimension in GA4
Step 6: Create a custom exploration in GA4
Why track Pardot forms in Google Analytics?
In Pardot we have access to the number of views a form receives, the leads that submit the form, the form conversion rate, and the initial lead source for our prospects. For some marketers, these metrics may be enough because they give us the insights needed to demonstrate lead generation performance.
But there’s a reason we use Google Analytics in conjunction with Pardot.
Google Analytics and GA4 specifically, tells us more about our website performance, audience, and overall conversion rate - both as a whole and from particular marketing activities or channels.
Even with an excellent Pardot setup, Google Analytics is a vital tool for improving the user experience of our site, and forms are part of this experience.
The true magic is in using GA4 and Pardot in tandem, to track website traffic and behaviour and Pardot form and lead generation performance.
Not only this, having Pardot form tracking set up correctly within Google Analytics means we can track conversions more easily from advertising campaigns such as Google Ads or LinkedIn, and actually optimise our activity using conversion data.
So, how do we do this?