How To Track Individual Form Submissions In Google Ads

Tracking the performance of your Google Ads campaigns is crucial for optimising your advertising efforts and maximising your return on investment (ROI). One valuable aspect of monitoring is individual form submissions. By tracking these submissions, you can gain valuable insights into user behaviour and identify which campaigns are generating the most qualified leads. In this blog post, we will guide you through the process of tracking individual form submissions in Google Ads, enabling you to make data-driven decisions and improve your campaign’s effectiveness.

Setup Conversion Tracking

To begin tracking individual form submissions in Google Ads, you need to set up conversion tracking. Conversion tracking allows you to monitor the actions users take after clicking on your ads. Here’s how to get started:

Google Ads Tools And Settings

Step 1: Log in to your Google Ads account and navigate to the “Tools & Settings” menu.

Google Ads Conversions

Step 2: Under the “Measurement” section, select “Conversions” to create a new conversion action.

Google Ads Website Conversion Tracking

Step 3: Select the appropriate conversion action type. For tracking form submissions, choose “Website.”

Google Ads Conversion Counting Options

Step 4: Fill in the required information, including the conversion name, value, and counting option. Set the counting option to “Every” to track each individual form submission.

Google Ads Conversion Tracking Code

Step 5: Follow the provided instructions to add the generated conversion tracking code to the relevant page on your website, preferably on the confirmation or thank you page that users see after submitting a form.

Enable Auto-Tagging

To link your form submission data with your Google Ads campaigns, it is essential to enable auto-tagging. Auto-tagging automatically appends a unique parameter to your landing page URLs, which helps Google Ads collect data accurately. Here’s how to enable auto-tagging:

Step 1: From your Google Ads account, go to the “Settings” menu.

Google Ads Account Settings

Step 2: Under the “Account” settings, select “Account Settings” to open the account preferences page.

Google Ads Auto Tagging

Step 3: Scroll down to theTracking section and toggle the switch to enable auto-tagging.

Step 4: Click on the “Save” button to apply the changes.

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Setup Goals In Google Analytics

By integrating Google Analytics with your Google Ads account, you can gain deeper insights into user behaviour and track individual form submissions. To set up goals in Google Analytics:

Step 1: Log in to your Google Analytics account and select the relevant website property.

Step 2: From the bottom-left corner, click on the “Admin” button to access the administration settings.

Google Analytics Goal Setup

Step 3: Under the “View” column, select “Goals” and click on the “+ New Goal” button.

Google Analytics Goal Destination

Step 4: Choose the “Custom” option and provide a name for your goal. Select “Destination” as the goal type and input the URL of your form submission confirmation page.

Step 5: Click on the “Save” button to save the newly created goal.

Import Google Analytics Goals To Google Ads

To link your Google Analytics goals with your Google Ads account, follow these steps:

Step 1: Go to your Google Ads account and navigate to the “Tools & Settings” menu.

Google Ads Linked Accounts

Step 2: Under the “Setup” section, select “Linked accounts” to open the account linking page.

Google Ads Link Google Analytics

Step 3: Click on the “+ Link Account” button and select “Google Analytics” from the options.

Link Google Ads To Google Analytics

Step 4: Follow the provided instructions to link your Google Analytics account to Google Ads.

Step 5: In the “Import From” section, select your Google Analytics account and choose the goals you want to import. Ensure that you select the goals related to tracking form submissions.

Step 6: Click on the “Save” button to finalise the goal import.

View Conversion Data In Google Ads

Once you have completed the previous steps, you can now start tracking individual form submissions within your Google Ads account. Here’s how to view the conversion data:

Step 1: Log in to your Google Ads account and go to the “Campaigns” tab.

Google Ads Columns

Step 2: Click on the “Columns” button and select “Conversions” from the drop-down menu. Choose the specific conversion actions you want to track, including the form submission goal you set up.

Google Ads Custom Columns

Step 3: Analyse the performance of your campaigns based on individual form submissions. Monitor metrics such as conversion rate, cost per conversion, and the number of conversions to gauge the effectiveness of your advertising efforts.

Optimise Your Campaigns

Tracking individual form submissions empowers you to optimise your Google Ads campaigns and improve your ROI. Here are a few optimisation strategies you can implement:

  • Identify High-Performing Campaigns: Analyse the data to identify campaigns that generate a higher number of form submissions. Allocate more budget and resources to these campaigns to maximise your results.
  • Refine Ad Copy and Landing Pages: Evaluate the performance of your ad copy and landing pages for campaigns with lower form submission rates. Experiment with different messaging, call-to-action buttons, and landing page layouts to improve user engagement and conversion rates.
  • Implement A/B Testing: Test different variations of your ads and landing pages to identify which elements drive the highest number of form submissions. Continuously optimise your campaigns based on the insights gained from A/B testing.
  • Consider Audience Targeting: Review your audience targeting settings to ensure that you are reaching the right audience for your form submissions. Refine your targeting parameters based on the demographics, interests, and behaviours of users who are more likely to convert.


Tracking individual form submissions in Google Ads is essential for measuring the effectiveness of your campaigns and optimising your advertising strategy. By following the steps outlined in this blog post, you can set up conversion tracking, enable auto-tagging, and integrate Google Analytics goals to gain valuable insights into user behaviour. With accurate conversion data at your disposal, you can make data-driven decisions, refine your campaigns, and drive higher-quality leads. Stay proactive in monitoring and optimising your Google Ads campaigns to achieve better results and maximise your advertising ROI.

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