How to Set up Conversion Tracking for Unbounce Forms in GA4

In Google Analytics 4 (GA4) tracks page actions or occurrences such as page load, form submissions, button clicks, etc., events. There are several types of events captured by GA4, you can read more about it here: [GA4] About events.

If you're looking to segment form submissions from Unbounce as events, and also track these form submission events as conversions, you can set this up in GA4 with a few short steps.

This article will explain how to:

1. Create a custom event specifically for Unbounce form submissions, and 
2. How to track form submission events as conversions.  

What You'll Need

1. Editing access to your GA4 property, 
2. A GA4 integration set up in Unbounce, with
   • Enhanced measurements enabled in GA4, and
3. An Unbounce landing page with a form.

To set up conversion tracking, you'll need to first create an event, then create a conversion event.

How do Form Submission Events in Unbounce appear in GA4?

Unbounce's GA4 integration sends the following information to GA4 as events: link and button clicks, variant info, and form submissions. 

So, all the data from these page actions get aggregated under the events tab. For example, after completing a form submission on my landing page, here is how it appeared in GA4's Realtime report tab:

This article will help you differentiate and segment which events are form submissions. 

For your internal reference, here is how Unbounce sends form submission parameters to GA4:

Step 1: Create a Unique Form Submission Event

1. In the Google Analytics platform, navigate to the Admin tab in the bottom left-hand corner, then Events.
2. Click Create event: 
   
3. From the Custom events window, click Create. A configuration page will appear:
   
4. In the custom event name field, type in how you want your form submission conversions to appear in GA4.
   • Be sure to remember this for later. In this example, the event name is UB_form_submission.
5. In the Matching conditions section, update the following fields:
   • Parameter: eventAction
   • Operator: contains
   • Value: ubmi
     
     
6. Click Create at the top-right-hand corner to save the custom event.

Now you've created a unique label for your Unbonce form submission events!

To test, complete a form submission on your page and navigate to the Realtime report tab in GA4 to the Event count section:

Step 2: Create Form Submission Conversions 

Since you've created the unique form submission event, you now have the option to capture any form submissions from Unbounce as conversions. 

1. In the Google Analytics platform, navigate to the Admin tab in the bottom left-hand corner, then Conversions.
2. Click New conversion event. A new window will appear.
3. Enter the custom event name you created from Step 1 (e.g., unbounce_form_submissions):
   
4. Click Save. 

Now, when a page visitor completes a form submission, it will be tracked in GA4 as a conversion. 

To test, complete a form submission on your page and navigate to the Realtime report in GA4 to the Conversions section:

Viewing Reports in GA4

After 24 hours, form submission events and any conversions you've created will appear in your reports. 

Viewing Event Reports

1. In the Google Analytics platform, navigate to the Reports tab on the left-hand side.  
2. Under the Life cycle heading, click the Engagement drop-down menu,
3. Then select Events.
4. Scroll down to locate the custom form submission event:
   

Viewing Conversion Reports

1. In the Google Analytics platform, navigate to the Reports tab on the left-hand side.  
2. Under the Life cycle heading, click the Engagement drop-down menu,
3. Then select Conversions.
4. Scroll down to locate form submission conversion(s):