Tracking lead email form submissions is critical for measuring the effectiveness of your website as well as traffic campaigns, such as PPC Ads, QR code on print, and more.
That's why Brixwork's platform has had a custom event trigger built into the email form for as long as we can remember - after all, converting visitors to contacts is our primary goal as a high-end real estate website platform provider.
How Our Google Analytics Event Trigger on Lead Forms Work:
Every time a successful lead form submission happens (with a valid email format and passed the spam/bot protection module, ReCAPTCHA), the Brixwork platform triggers a custom Google Analytics event, which gives you the most flexibility to use for conversion tracking.
To track your ad campaign efficacy, you must have Google Analytics installed on your website. In fact, having Google Analytics enabled as soon as your website launches is highly recommended, a critical first step to measure the efficacy of any website regardless of whether you run PPC campaigns or not. Please follow these steps to install Google Analytics on your website if it's not done already.
The Specs of The Custom Event Triggered
Event Type: "Contact Form"
Action: "Submit"
Label: The URL of the page from which it was filled out (shows you which page, or listing/building page they were on)
To allow visitors to continue browsing other listings/presales on your website, our embedded contact forms do NOT take the user to a "Thank You" page afterwards. This is available on custom built landing pages, however, which is what we recommend over sending traffic to existing pages on your regular website.
Where These Custom Events Are Logged
These events are visible under the EVENTS tab on your Google Analytics, and gives website owners and digital marketers a clear view of where their leads are coming from, and which pages are the most engaging and effective for lead generation. Watch our in-depth Youtube video on which engagement metrics are the most important on real estate websites.
Enabling Conversion Tracking On Google Ads
Google Analytics tracks many other events such as PDF downloads, video plays, scroll depth, along with lead form submit events. You can report any events as a "conversion" to Google Ads, which improves the quality of ad targeting.
Because what is deemed a "conversion" widely varies between industry to industry, there are some steps that need to be taken to integrate this all the way. You will also need a Google Tag Manager account that bridges your Google Analytics account and your Google Ads account.
Step 1: Create a contact form event (if it's not there already):
Not all events are conversion events, as Google Analytics tracks many activities. For this event to appear, the form submission has to happen at least once. You can go ahead and test the form if you like to trigger the first event.
Step 2: Designate the Contact Form event as a Key event:
Then, toggle the Contact Form event to "Mark as key event" - see screenshot below:
Depending on your business goals, you can designate PDF downloads, Youtube video plays and more as a Key Event too.
This is all you need to do if you want to track conversion actions on regular website traffic.
If you are running a Google Ads campaign, it's highly recommended that you report these form submission events as a Conversion to your Ads campaign account in order to improve the audience targeting. Please continue with steps 3 and on.
Step 3: Create a Trigger on Google Tags Manager from the custom event(s)
Follow these instructions on Google Tag Manager support on how to create a trigger from specific Google Analytics events Make sure to enter "Contact Form" in the event name - See screenshot below:
Step 4: Report This Action as a Conversion to the Destination Account
In most cases, the destination account will be Google Ads accounts, using the conversion identifier number that is unique to your Ads Account. This tutorial video by a renowned Google Ads setup expert Analytics Mania shows you the latest (as of 2025) step-by-step.
We take care of this setup for clients subscribed to our Full-Flow Funnel PPC services. If you are using another PPC campaign agency or contractor, they are responsible for configuring these triggers and events. For those who are self-manging their ad campaigns (which we do NOT advise), Brixwork cannot provide tech support on Google Tag Manager or Google Ads platforms, and you'll have to study the documentations and test the implementation yourself.