Gravity Forms Listener for GTM: GA4, Enhanced Conversions and Meta CAPI

Why this listener exists

The popular Gravity Forms recipes listen to gform_confirmation_loaded and stop there. That event only fires for AJAX forms, so forms that reload the page or redirect to a thank-you page go untracked, and none of them hand you the email or phone for Enhanced Conversions.

This listener covers all three Gravity Forms outcomes (AJAX confirmation, postback confirmation page and thank-you redirect), skips the honeypot field, and captures the lead’s contact details in the format Google and Meta expect.

Most form tracking fires on a button click or a thank-you page view. Clicks count validation failures and repeat clicks. Thank-you page views count refreshes, back-button visits and bookmarked links. This listener watches what Gravity Forms actually renders, so the event is much closer to a real lead.

How it detects a real submission

gf_form_success fires on the first of these success paths:

• The gform_confirmation_loaded event
• A .gform_confirmation_wrapper rendering on the page
• A postback confirmation page where the wrapper is present and the form is gone
• A same-domain thank-you page, matched to recent form data stored at submit

gf_form_failed fires when Gravity Forms renders a validation message after the visitor has interacted with the form, so empty rage-clicks are ignored.

Every event carries ec_detection_method, so you can segment reports by how each lead was detected and see which signals your site actually uses.

Install it in Google Tag Manager

1. Download the GTM tag above, or copy gravityforms-form-tracker.gtm.html from the GitHub repository.
2. In GTM, create a Custom HTML tag and paste the file in. It already includes the <script> wrapper.
3. Trigger it on All Pages (Page View), or on Consent Initialization if your consent setup needs the tracker available early.
4. Create a Custom Event trigger for gf_form_success. Use the regex ^gf_form_(success|failed)$ if you also want failures.
5. Create Data Layer Variables for the keys you need (table below), then attach your GA4, Google Ads, Meta or server-side GTM tags to the trigger.
6. Open Preview, submit a real test form and confirm gf_form_success appears with the expected ec_detection_method. Then publish.

Retire any old click or thank-you page conversion for the same form, otherwise each lead is counted twice.

Events and dataLayer keys

Using it for Enhanced Conversions and Meta CAPI

• Google Ads Enhanced Conversions: map ec_email and ec_phone (or the _sha256 versions) into a User-Provided Data variable on your conversion tag.
• Meta Pixel and CAPI: send ec_event_id as the event ID on both the browser and server event so Meta counts the lead once.
• GA4: do not send raw ec_* PII or ec_raw_fields to GA4. Its terms prohibit PII in event parameters. Send form_id, form_platform and ec_detection_method instead.
• Duplicates: with dedupe: true (the default), a repeat success for the same form, email or phone within 5 minutes is suppressed.

Configuration and consent

Set window.EC_FORM_CONFIG before the tag loads to change the defaults:

window.EC_FORM_CONFIG = {
  debug: false,            // [EC] console logs, Preview only
  hashPii: false,          // add ec_email_sha256 / ec_phone_sha256
  dedupe: true,            // suppress repeat success within 5 min
  ttlMs: 600000,           // freshness window for thank-you recall
  defaultCountryCode: "1", // phone normalization fallback
  extraThankYouPatterns: [] // extra thank-you URL substrings
};

The tracker checks consent before it fires or writes storage. It auto-detects Google Consent Mode v2, OneTrust and Cookiebot. With analytics consent denied, nothing fires and nothing is stored. With PII consent denied, events still fire but email, phone, name and hashes are removed. Any other CMP can be wired in with window.EC_FORM_CONSENT_CHECK. If no CMP or override is found, the tracker assumes full consent, so match it to your own legal requirements.

Test it before you publish

• Submit a valid form. Expect one gf_form_success.
• Submit with a required field empty. Expect gf_form_failed and no success event.
• Fix the error and resubmit. Expect one success (recovery is allowed).
• Refresh the confirmation or thank-you page. Expect nothing new.
• If the page has two forms, submit each and check form_position and form_index.
• Run window._ecFormTrackers.gf.status() in the console to see version, consent state, attached forms and the last event.

Troubleshooting

• Seeing two success events per submit from an old setup? Remove any confirmation-message dataLayer.push snippets added for earlier recipes.
• No ec_tracker_initialized in Preview? The tag is not firing on that page, or consent for analytics is denied.
• Events in Preview but not live? Make sure the container is published, and that a cache or script optimizer (for example WP Rocket delay JS or Cloudflare Rocket Loader) is not deferring GTM.
• Set debug: true in EC_FORM_CONFIG to see [EC] logs while testing.

Known limitations

• Gravity Forms add-ons and themes can change the markup. Test on the live page before publishing.
• A redirect to a different domain cannot use same-domain recall.
• Multi-form pages are scoped by Gravity Forms form ID where available, with a single generic fallback.
• Bot or spam submissions that pass the platform’s own validation still count as success.
• Phone normalization is best-effort. The raw value stays in ec_raw_fields when PII consent allows it.

Changelog

• 3.0.1: first public standalone release. Confirmation-render detection, success and failure events, consent gate (Consent Mode v2, OneTrust, Cookiebot), PII redaction, optional SHA-256 hashing, 5-minute dedupe, ec_event_id, thank-you recall and the status() debug API.