How to track Tally form submissions in Google Analytics, Tag Manager and Meta Pixel

This guide uses Embed for Tally 1.1.0 or newer, our free plugin for Tally forms. It adds no tracking of its own: it reports to the analytics tags your site already has.

Why your analytics can’t see Tally submissions

A Tally form on your site is shown in a frame that loads from tally.so. Your analytics tags run on your own page and can’t look inside that frame. So when a visitor submits the form, nothing happens that Google Analytics or Meta Pixel would notice: no new page, no click on your page.

Tally’s embed script can pass form events from the frame to your page. Embed for Tally turns that on for you and adds an event for Google Analytics.

Turn tracking on

1. Update Embed for Tally to version 1.1.0 or newer.
2. In WordPress, go to Tally Forms → Advanced.
3. Turn on Track form submissions.
4. Click Save changes.

That’s all on the plugin side. It applies to every Tally form on your site, whether you added it with the block, the Elementor widget or the shortcode, and whether it’s inline, a popup or a slide-in.

The plugin adds no analytics tags. Your site needs Google Analytics, Google Tag Manager or Meta Pixel installed already.

What gets reported

• Google Tag Manager gets Tally.FormPageView and Tally.FormSubmitted in the dataLayer. Each carries event_category (the form’s address, such as /embed/abc123) and event_label (the page number, or the form’s name on submit).
• Google Analytics gets tally_form_submitted through gtag, with form_id and form_name.
• Meta Pixel gets Tally.FormPageView and Tally.FormSubmitted as custom events, with content_category (the form’s address) and content_name (the form’s name).

The answers a visitor types are never part of these events. Only the form’s ID, name and address are.

Google Analytics 4

If Google Analytics is on your site through the Google tag (for example with Site Kit, or the snippet pasted into your theme), there’s nothing more to set up. Each submission sends an event named tally_form_submitted.

To count it as a conversion:

1. Submit a test answer on your site.
2. In Google Analytics, open Admin → Data display → Events.
3. Open the Recent events tab and find tally_form_submitted. A new event can take up to a day to appear there.
4. Select the star next to its name. That marks it as a key event.

To see which form was submitted, add form_name as a custom dimension under Admin → Data display → Custom definitions.

Google Tag Manager

If Google Analytics runs through Tag Manager, use Tally’s event as a trigger:

1. In Tag Manager, open Triggers and click New. Click Trigger Configuration and choose Custom Event.
2. As the event name, type Tally.FormSubmitted, and save.
3. Open Tags and click New. Click Tag Configuration, choose Google Analytics, then Google Analytics: GA4 Event.
4. Enter your Measurement ID and an event name, such as tally_form_submitted. Under Triggering, pick the trigger you just made.
5. Use Preview to test, then Submit to publish.

To tell forms apart, create Data Layer Variables for event_category and event_label and send them along as event parameters.

Use one route, not both. If your site has the Google tag and also sends the event from Tag Manager, each submission is counted twice.

Meta Pixel

With Meta Pixel on your site, submissions arrive as a custom event named Tally.FormSubmitted. In Events Manager, create a custom conversion from that event to use it in your ads reporting.

Test it

1. Open a page with your form and submit a test answer.
2. Google Analytics: look for tally_form_submitted under Reports → Realtime overview.
3. Tag Manager: in Preview mode, Tally.FormSubmitted shows in the event list on the left.
4. Meta Pixel: the Meta Pixel Helper browser extension shows the custom event.
5. Delete the test answer in Tally afterwards.

Nothing arrives? Check that the switch is on, that your tag is really on the page, and that you accepted analytics in your own cookie banner.

Privacy

The plugin sets no cookies for this and sends nothing to anyone itself. It hands the events to tags that are already on your page, so they follow the same rules as the rest of your analytics. If your cookie banner blocks those tags until a visitor agrees, form events are blocked with them.

New to the plugin? Start with how to embed a Tally form in WordPress.