WPForms enables form submissions on WordPress sites. Google Tag Manager (GTM) captures these submissions via data layer events. Google Ads conversions optimize PPC campaigns with accurate tracking. Enhanced conversions use hashed user data like email and phone for better attribution.

Why Track WPForms for Google Ads

Form submissions signal leads in PPC funnels. Standard tracking misses AJAX forms like WPForms. Data layer pushes form ID, first name, last name, email, phone, pickup date, address. Enhanced conversions hash email and phone to comply with privacy laws while improving match rates by 15-30%. Accurate tracking attributes conversions to Google Ads clicks, boosting ROAS for freelancers managing client campaigns.

Prerequisites

• WordPress site with WPForms plugin.

• GTM container installed on the site.

• Google Ads account with conversion action (Conversion ID and Label).

• Google Tag ID from Ads or GA4 setup.

• Listener code for WPForms data layer (credits: Hassan Jaman Shojihai).

Verify form type first. Inspect element: look for classes like “wpforms-container” or IDs “wpforms-form-[ID]”.

Step 1: Install WPForms Listener Code in GTM

Listener code detects submissions and pushes ‘wpforms_submit’ event to data layer with form fields.

1. Copy listener code (prepared script from transcript).

2. In GTM: Tags > New > Tag Type: Custom HTML.

3. Paste code.

4. Trigger: All Pages.

5. Name: “WPForms Listener Code”.

6. Save and Publish.

This fires on all pages, listening for AJAX submits.

Step 2: Verify Listener Works

1. GTM Preview mode > Enter landing page URL.

2. Fill form: first name (Test1), last name (Test2), email (test@gmail.com), phone, pickup date (29), time, address (Test), one way, additional (Test).

3. Submit.

4. In Tag Assistant: confirm ‘wpforms_submit’ event with details like form_id: [ID], inputs: {first_name: “Test1”, email: “test@gmail.com”}.

Data layer expands to capture all fields.

Step 3: Create Custom Event Trigger

1. GTM Triggers > New > Trigger Type: Custom Event.

2. Event name: wpforms_submit (exact match from data layer).

3. Name: “WPForms Submit Trigger”.

4. Save.

This trigger fires only on successful submissions.

Step 4: Set Up Conversion Linker and Google Tag

1. Tags > New > Tag Type: Conversion Linker > Trigger: All Pages > Name: “Conversion Linker”.

2. Tags > New > Tag Type: Google Tag > Enter Google Tag ID (e.g., G-XXXXXXX) > Trigger: All Pages > Name: “Google Tag”.

Linker preserves click info across domains.

Step 5: Configure Google Ads Conversion Tracking

1. Tags > New > Tag Type: Google Ads Conversion Tracking.

2. Conversion ID: [Your ID, e.g., AW-123456789].

3. Conversion Label: [Your Label].

4. Trigger: WPForms Submit Trigger.

5. Name: “Google Ads – WPForms Conversion”.

6. Save.

No value/transaction ID needed for lead forms.

Step 6: Implement Enhanced Conversions

Enhanced conversions send hashed user data (email, phone) post-submission.

Create Data Layer Variables

1. Variables > New > Variable Type: Data Layer Variable.

   • Data Layer Variable Name: inputs.wpforms-field-8 (email field ID from inspect).

   • Name: “DLV – Email”.

2. Repeat for phone: inputs.wpforms-field-23 (adjust field ID).

   • Name: “DLV – Phone”.

Field IDs from data layer preview (e.g., wpforms-field-8 for email).

Create User-Provided Data Variable

1. Variables > New > Variable Type: User-Provided Data.

2. Select: Manual configuration.

3. Emails: {{DLV – Email}} (hashing automatic).

4. Phone numbers: {{DLV – Phone}}.

5. Name: “UPD – WPForms”.

Configure only available fields; email/phone minimum for 80% match rate.

Create Enhanced Data Event Tag

1. Tags > New > Tag Type: Google Ads User-Provided Data Event.

2. Conversion ID: [Same as above].

3. User-provided data: {{UPD – WPForms}}.

4. Trigger: WPForms Submit Trigger.

5. Name: “Google Ads Enhanced – WPForms”.

6. Save.

Step 7: Test Full Setup

1. GTM Preview.

2. Submit test form.

3. Verify in Tag Assistant:

   • wpforms_submit fires.

   • Google Ads Conversion fires.

   • User-Provided Data Event fires with email/phone values.

4. Check GA4 DebugView or Ads for events.

Publish container.

Common Issues and Fixes

• Event not firing: Confirm field IDs match data layer (inspect form).

• No enhanced data: Hashing fails if unhashed input invalid; test with real formats.

• AJAX issues: Listener must load before form.

• Privacy: Google auto-hashes; enable in Ads > Settings > Enhanced Conversions.

Benefits for PPC Campaigns

This setup attributes leads to Google Ads, enables RLSA bidding, value-based optimization. Freelancers see 20-40% ROAS lift from enhanced matching. Integrates with GA4 for cross-channel insights.

Implement for client landing pages today. Questions? Comment below.

By Shaker Adnan, Digital Marketing Freelancer specializing in Google Ads & GA4 tracking.