How to Implement Enhanced Conversions with Gravity Forms (+ GTM Setup Guide)

Boost your Google Ads and Meta performance with Enhanced Conversions and Advanced Matching. Learn how to track Gravity Forms using Google Tag Manager, send first-party data, and integrate with tools like Octanist.

How to Use Enhanced Conversions with Gravity Forms (and Why It Matters)

Implementing Enhanced Conversions in Google Ads can significantly improve the accuracy of your conversion tracking. Similarly, using Advanced Matching for Meta campaigns can boost your attribution accuracy—sometimes increasing reported conversions by as much as 10%.

If you're also using tools like Octanist for Offline Conversion Tracking or Lead Qualification, you'll need to capture and send the same key fields, like email address or phone number, to properly recognize and qualify leads. That’s where Enhanced Conversions and Advanced Matching come in handy: once set up, they allow seamless integration with Octanist.

What Are Enhanced Conversions and Advanced Matching?

Let’s clarify the terms first.

Enhanced Conversions (Google Ads) and Advanced Matching (Meta Ads) refer to sending first-party, anonymized user data, such as email addresses or phone numbers, from your website to the advertising platform. This data is then securely hashed and used to match ad interactions more accurately.

Why is this important? With the phase-out of third-party cookies, and privacy-centric browsers like Safari and Brave (as well as search engines like DuckDuckGo) blocking tracking parameters, platforms like Google and Meta are losing some ability to match ad clicks to conversions. Enhanced Conversions help fill this gap by sending robust, consented first-party data instead.

Using Gravity Forms? Here's What to Know

Tracking conversions with Gravity Forms is a bit more complex than with other form builders. This is because Gravity Forms uses AJAX (Asynchronous JavaScript and XML), making it harder to detect form submissions using a simple listener or default dataLayer push.

But don’t worry, we’ve got a solution!

Step-by-Step: Implementing Enhanced Conversions with Gravity Forms

1. Set Up the Basic Gravity Forms Integration

Ensure you’re using the official Gravity Forms plugin and that your forms are properly embedded on your website. Some forms allow a native dataLayer push via their UI, but Gravity Forms typically doesn’t behave the same way due to AJAX.

2. Install the “Event Tracking for Gravity Forms” Plugin

The “Event Tracking for Gravity Forms” plugin extends Gravity Forms functionality and allows you to push form field data to the dataLayer. It’s crucial for capturing the first-party data needed for Enhanced Conversions or for use with Octanist.

From here, go to Gravity Forms > General Settings > Event Tracking. Under "How would you like to send events?", select Google Tag Manager (AJAX only forms).

Just below that, there’s also an option to send UTM variables along with the form submission. This isn’t required, but you can include them if you’d like.

Selecting the Google Tag Manager option in the “Event Tracking for Gravity Forms” plugin.

3. Configure the Form for Tracking

Go to the specific form you want to track.
A new tab for Event Tracking will appear and click it.
In this tab, you can assign form field values (like email, phone number, company name) to the Event Category, Action, and Label fields.

Adding variables to a specifc Grafity Form.

Be consistent across forms. For example, add the email address to the Event Category, and the telephone number to the Event Action. You can find the available fields by clicking the {…} variable icon.

💡Tip: If you're using Octanist or Enhanced Conversions/Advanced Matching, it’s best to send email, phone number, and optionally company name here.

Unfortunately, you’ll need to configure each form manually—there’s no global setting for all forms.

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4. Test Your Setup in Google Tag Manager

Open GTM Preview / Debug Mode.
Navigate to the form page and fill out the form.
You should see the "GFTrackEvent" event and associated data pushed to the dataLayer.

The "GFTrackEvent" event along with the variables added in step 3.

5. Use the Data in GTM and Your Ad Platforms

Create dataLayer variables in GTM for the fields you’ve sent (e.g., email, company name).
Use these variables in:
- Your Octanist setup.
- Your User-Provided Data Variable in GTM for Google Ads Enhanced Conversions.

Adding the dataLayer variables in Google Tag Manager.

Connect these values to the relevant User-Provided Data variables for Google Ads, so they’re included with the form submission.

Adding the dataLayer variables to a User-Provided Data variable that can be added to your Google Ads tags.

Adding the variables to Octanist for Lead Qualification.

Adding the dataLayer variables to Octanist

Final Tips

Double-check that the data is being captured only after user consent, especially under GDPR.
Always test thoroughly before publishing your GTM container.
Make sure hashing is handled correctly by the advertising platform (e.g., Google Ads handles this automatically).