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Surface Forms can push key events to your website’s data layer, making it easy to track user interactions and conversions in Google Tag Manager (GTM).
Learn more about Surface events in our events documentation.

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Overview of Surface Form Events

Surface Forms push three key events to the data layer:

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1. Set Up Data Layer Variables in GTM

To capture metadata from SurfaceFormStepSubmitted, create the following Data Layer Variables in GTM: Steps:
  1. In GTM, go to Variables.
  2. Click New → Choose Data Layer Variable.
    GTM Variables Setup
  3. Enter the exact name (e.g., dlv - emailProvided) and set the Data Layer Variable Name to emailProvided. Make sure to capitalize the p in emailProvided !
    GTM Data Layer Variable Configuration
  4. Repeat for meetingBooked, url and urlParams.
    urlParams is an object, we need to use dot notation e.g. {{ urlParams.medium }} to get the data.
    GTM URL Parameters Configuration

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2. Create Triggers Based on Events

You can now setup triggers that can reference the variables we just created.
GTM Triggers Setup

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3. Set Up Google Ads Conversion Tags

Finally, in order to send conversion data to your analytics platform or ads (Google, Meta, LinkedIn, etc) you must configure a new tag that references the triggers we just created. For example, here are the steps to setup a corresponding Google Ads Conversion Tag. This allows you to track different conversion points with the right conversion action in Google Ads. For more details on how to setup Google Ads Conversion Tags, please refer to our Google Ads Tracking Guide.
Tip: Make sure your Google Ads account has conversion actions that match these names or your chosen naming convention.

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Need Help?

If you have questions or need support, reach out to us at support@withsurface.com.