Analytics & tracking

This feature is available to organizations on the Pro, Team, and Enterprise plans.

Connect your Google Analytics account to optimize your forms, gain insights into your form users, and measure your advertising success. In addition to Google Analytics, you can also use tracking pixels to connect your form to Facebook or another third party ad service.

Connecting your form to Google Analytics 4

On July 1, 2023, standard Universal Analytics properties will no longer process data. Learn more.

We now support Google Analytics 4 (GA4), the successor to Universal Analytics (UA). GA4 combines web and app reporting into one seamless measurement experience.

If you don’t already have a GA4 property, you can use the GA4 Setup Assistant to set up a GA4 property alongside your existing UA property. Once you’ve set up your GA4 property, you can either remove your UA tracking ID from your form or run GA4 and UA side-by-side until Google retires UA. If you remove your UA tracking ID and save your form, you cannot add it back. Any new forms you create will only support GA4.

To connect your form to your Google Analytics account:

  1. Log in to your Cognito Forms account.

  2. Open the form builder and enable Analytics and Tracking in the Form Settings menu.
    Enable Analytics & Tracking.

  3. Paste your Google tag ID into Google Analytics Tracking ID. You’ll find the Google tag ID under Admin > Property > Data streams. Select the data stream you want to track and copy the Measurement ID under Stream details.

  4. Save your form.

If you turn off Analytics & Tracking, the tracking ID is saved so that you can easily turn it back on as needed.

Reporting and tracking

Explore the tutorials below to learn more about tracking your forms with Google Analytics 4.

Testing and troubleshooting tips

Quick Tip

Use the entry audit log to keep track of Google Analytics events, including the event delivery status and the data sent over with each event. The audit log does not include Universal Analytics events.


  • Once you’ve connected your form to Google Analytics, you can use the Realtime and DebugView reports to confirm that you’re collecting data successfully.
  • Google Analytics Tracking is only supported on public links and seamlessly embedded forms. It will not work with Iframe or AMP embedded forms.
  • If you copy your form within the same organization, the Analytics & Tracking settings will be copied over. However, if you copy your form between different organizations, the settings will not be copied.
  • If you have Save & Resume enabled on your form, individual save links will not be sent to Google Analytics. When someone returns to your form via save link, it will simply appear as another page view for the page where the form is embedded.