If you’re a marketing manager or a credit union using HubSpot Forms, you know how crucial it is to track and measure form submissions.

Whether you’re capturing leads for loan applications, B2B contact forms, or any other inquiry forms, having a seamless tracking setup can save you a lot of time and provide clear insights.

In this post, we’ll walk you through a quick and efficient way to track all your HubSpot Forms using Google Tag Manager (GTM). 

1. Why Track HubSpot Forms with GTM?

• Quick Setup: Instead of creating individual tracking events for every form, you can set up one container that tracks all HubSpot Forms.
• Centralized Reporting: View form submissions directly in Google Analytics 4 (GA4), Looker Studio, or anywhere else you integrate GTM data.
• Saves Time: Once your container and lookup table are configured, adding or updating forms is straightforward.

2. Preparing Your Pre-Built GTM Container

1. Use a Pre-Built Container: You’ll start with a Google Tag Manager container that has all the essentials for HubSpot form tracking. This includes:
   
   
   • A Form Listener to detect when a HubSpot form is submitted.
   • A Lookup Table that matches each form’s ID to a friendly form name.

Export Your Container: If you already have a container with the necessary tags, triggers, and variables, you can export it as a .json file from your existing GTM workspace.

3. Importing the Container to Your GTM Workspace

1. Go to the New Workspace: In the GTM account of your choice (e.g., your credit union’s GTM container), open the workspace where you want to set up HubSpot form tracking.
2. Import the Container: Select Admin > Import Container, then choose the .json file you just exported.
3. Choose Merge or Overwrite: Make sure you choose the correct option (usually “Merge”) so you don’t overwrite any existing tags, triggers, or variables unless you intend to.

4. Exporting Form Data from HubSpot

This step allows you to gather all your HubSpot form IDs at once, eliminating the need to hunt them down one by one. 

1. Navigate to Forms: In your HubSpot account, go to the Marketing > Lead Capture > Forms section.
2. Switch to “Regular” Forms: If you only want specific forms, you can filter the form type (e.g., “Regular Form”) so you see only those forms you plan to track.
3. Export Forms: Click on Actions > Export Forms.
   • Select All available form dashboard data to ensure you get the form IDs.
   • Once the export is complete, download the file (usually a CSV).

5. Populating the GTM Lookup Table

Inside your newly imported GTM container, there’s a lookup table variable that matches Form ID to Form Name. To populate it:

1. Open the Exported CSV: Locate the columns containing the form IDs and the form names.
2. Copy/Paste into the Lookup Table: Within Google Tag Manager, open the lookup table variable (often called “HubSpot Form Lookup” or similar). Copy the Form ID and Form Name columns from your CSV and paste them into the corresponding rows.
   
   

Tip: If you’re using a Chrome extension that allows bulk copy/paste, it can speed things up. Otherwise, you can simply copy/paste row by row. Remember to delete any header row in your lookup table so it doesn’t interfere with tracking.

6. Deploy Your Changes and Start Tracking

1. Save and Publish: Once you’ve populated the lookup table with your forms, save your changes, and publish the new version of your container.
2. Verify in Real Time: Submit a test form on your website. Then check Google Analytics 4 or Looker Studio for the event “HubSpot Form Submissions” to see if it’s registering.
3. Review Form Names: In your GA4 property or in Looker Studio, you can filter events by form name to see individual form performance.

7. Why This Method Is a “Tracking Win”

1. Scalability: Add or remove forms by simply updating your lookup table—no need to create additional tags or triggers every time.
2. Time Savings: Get all HubSpot form IDs at once, so you don’t spend time manually digging through embed codes.
3. Detailed Insights: Compare how different forms are performing at a glance. This is especially handy for credit unions or businesses with multiple steps, such as “Step Zero” forms used to initiate a loan application.

8. FAQs and Next Steps

Do I still need individual event tracking if I have 10–15 forms?
Not necessarily. If you need granular tracking for specific campaigns or products, you can still create separate events. But for overall form performance, this lookup table approach is typically enough.

I don’t see the “Export Forms” option in HubSpot. What now?
You may need super admin, admin, or partner access. Contact your HubSpot admin to grant you the required permissions.

I set this up, but my forms aren’t showing in GA4.
Double-check you published the GTM container. Test by submitting a form in real time, and make sure the form ID matches exactly in your lookup table.

Conclusion

By following these steps, you’ll have a robust way to track all of your HubSpot form submissions through Google Tag Manager in just a few minutes.

This means you can spend less time on technical setup and more time reviewing the insights that matter—like which forms convert the best and where to optimize further. If you have any questions or run into issues, feel free to reach out to our team, and we’ll be happy to lend a hand.

Need help with implementing the above?
Reach out—we’d love to help your credit union make the most of HubSpot!