Google Tag Manager

Track how people interact with your forms using Google Tag Manager (GTM). Rowform automatically pushes events to the GTM dataLayer, so you can route them to Google Analytics, Meta Pixel, LinkedIn Insight Tag, or any other tool connected to your GTM container.

This is a Pro feature.

Setting Up Google Tag Manager

Open your form in the Builder.
Click the Integrate tab.
Find the Google Tag Manager card and click it.
Enter your GTM Container ID (e.g., GTM-ABC1234).
Click Connect GTM.

Once connected, the GTM scripts are automatically injected whenever someone views your published form.

Finding Your Container ID

Open Google Tag Manager .
Select your container (or create one).
Go to Admin → Container Settings.
Copy the Container ID — it starts with GTM- followed by letters and numbers.

How It Works

When a respondent opens your published form, Rowform injects the standard GTM snippet into the page.
As the respondent navigates and interacts with the form, events are pushed to the dataLayer.
You set up triggers in your GTM workspace to listen for these events and fire tags (Google Analytics, conversion pixels, etc.).
GTM scripts are never injected in the builder preview — only on published forms.

Events

Rowform pushes four events to the dataLayer:

rowform_form_start

Fires once when the form finishes loading and is displayed to the respondent.

Field	Description
`form_id`	The unique ID of the form
`form_title`	The title of the form
`total_questions`	Number of answerable questions (excludes statements and thank-you screens)

rowform_question_view

Fires each time a new question is displayed.

Field	Description
`form_id`	The unique ID of the form
`form_title`	The title of the form
`question_id`	The unique ID of the question
`question_type`	The question type (e.g., `multiple_choice`, `short_text`)
`question_title`	The question label text
`question_number`	The position of the question (1-based)
`total_questions`	Number of answerable questions

rowform_question_answer

Fires each time a respondent answers a question. For multi-select questions, this fires on every selection change.

The payload fields are the same as rowform_question_view.

Note: The actual answer value is never included in the event. Only question metadata is sent to protect respondent privacy.

rowform_form_submit

Fires when the form is successfully submitted.

Field	Description
`form_id`	The unique ID of the form
`form_title`	The title of the form
`total_questions`	Number of answerable questions
`total_answered`	Number of questions the respondent answered

Example: Tracking in Google Analytics 4

To send Rowform events to GA4 via GTM:

In GTM, create a new Trigger of type Custom Event.
Set the event name to rowform_form_submit (or any of the four events above).
Create a new Tag of type Google Analytics: GA4 Event.
Select your GA4 configuration tag and set the event name.
Attach the trigger from step 2.
Publish your GTM container.

Repeat for each event you want to track.

Managing the Connection

Connection Status

The Integrate panel shows:

The connected Container ID.
The date the connection was established.

Disconnecting

To remove GTM from your form:

Go to the Integrate tab.
Click the Google Tag Manager card.
Click Disconnect.

This immediately stops GTM scripts from loading on your published form.

Privacy

Rowform never sends answer values or personally identifiable information (PII) to the dataLayer. Only form and question metadata (IDs, types, titles, positions) are included in events.

However, the GTM container script itself has access to the page DOM. Any tags you configure in your GTM workspace are your responsibility — ensure they comply with your privacy policy and applicable regulations (GDPR, CCPA, etc.).

Bot Protection

GTM events only fire for real respondents. Spam and bot submissions are blocked by Cloudflare Turnstile before any form interaction events are tracked.

Tips

Start by tracking just rowform_form_submit to measure conversion rates, then add the other events for deeper funnel analysis.
Use rowform_question_view with question_number and total_questions to identify where respondents drop off.
GTM works alongside all other integrations — you can use it together with Slack, Webhooks, and Email Notifications on the same form.
Remember to publish your GTM container after adding triggers and tags — unpublished changes won’t fire.