Google Analytics and Google Tag Manager Domain Management article discussed how, today, numerous different services are evaluated as a unified customer journey, and provided examples illustrating how user sessions can be linked through domain names.
The situation described below will serve as an example of this process. Essentially, the action we’ll take involves redirecting users from a primary domain to Typeform, and then further to a subdomain. We will ensure that the user session remains intact throughout the entire journey, from the initial website visit to the final step, and enable tracking of the conversion (form submission).
Let’s first visualize the process through a flowchart.
As shown in the image, users are redirected to Typeform from our primary domain for form interactions. The yellow sections represent the domain path segments where the session is passed along, while the red sections indicate the internal form events being tracked. When a form created under Typeform > workspace is completed (green node), the user is redirected back to the web application. Similarly, outside the primary domain, the form is shared with potential customers through various external sources (orange node). Therefore, it becomes necessary to measure which touchpoint performs more effectively1.
Let’s first examine the domains involved in this flow:
example.comexample.typeform.comapp.example.com
What is Typeform? How to Create Forms and Surveys? as mentioned, integrations are managed within the packages. Custom field names (e.g. example.typeform.com), form closing upon completion or non-completion, post-submission redirection, and custom form completion messages are available in Professional and higher-tier package options.
Cross-domain Operations
Typeform also includes integration with Google Analytics2. However, for seamless management of the entire process and for customizations, Google Tag Manager is the most suitable option. As discussed in the article “Google Analytics and Google Tag Manager Domain Management”, to track the _ga parameter within URLs and properly align the session flow, the following steps will be implemented:
- Transfer domain names to a static variable in GTM,
- Correctly configure the Google Analytics code setup with the
linkerand automatically link domain names, - Ensure continuous connectivity of the GTM connection in preview mode.
With these three steps, we can now pass the _ga parameter across domain names. If domain names appear as direct/(none) in the source/tool field, you can add the relevant domain to the Referral Exclusion List. Detailed instructions for these steps are provided in the article “Google Tag Manager Domain Management”. Therefore, I will not go into the details of the process. Let’s now move on to tracking the conversion process.
Typeform sends TypeformQuestionPassed events when each question in a form is completed, and sends a TypeformSubmit event action when the form is successfully submitted—both events are pushed to the dataLayer via the dataLayer.push() method34. Therefore, these are the events we need to track during conversion tracking. If you’d like to monitor form completion volume via Looker Studio - bar chart, the action filters you’ll need to apply are these.
Now, when these events are triggered, we can ensure our desired code (such as Google Ads, Google Analytics Goals, etc.) is processed.
- Event Category: Typeform ID
- Event Action: TypeformSubmit
- Event Label: Form Title
Yes, having configured both Google Analytics and Google Tag Manager as shown in the image, our goal is now complete: we have set up actions that will trigger based on the desired event. We can now proceed to the testing phase.
Google Tag Manager now includes a new Preview mode. With the new interface, you can monitor both GTM code and triggered events from a single field. Additionally, Google Tag Assistant remains available for verification. Particularly with the Record feature, you can capture the entire event flow and generate reports for both Google Tag Manager and Google Analytics.
We’ve completed the integration of Google Tag Manager for tracking conversions and linking domain names in Typeform. This enables us to easily and as accurately as possible track which sources users come from, the performance of key touchpoints, and form progress.
In future posts, I’ll continue to explore integrations between different services.