Cognito Form GTM Event Listener

Track Cognito Form submissions in Google Tag Manager. Capture form ID, form name, email, and user data. Fire GA4 events on cognito_form_submit_successful.

cognito-formsformsgtmga4lead-generationmulti-step

Key variable

cogformID

Cognito Form

Overview

Cognito Forms is a powerful form builder with conditional logic, multi-step support, and payment integrations. This listener tracks two events: a click on the submit button (to detect attempted submissions) and a confirmed successful submission. It captures form ID, name, email, user name, and error status.

Events fired:

cognito_form_submit_button, submit button clicked (pre-success)
cognito_form_submit_successful, successful submission confirmed

Variables: cogformID, cogformName, cogInternalFormName, cogformEmail, cogFormNameObj, cogformHasError

Important: Works for embedded Cognito forms. Iframe embeds require alternative approaches.

Why Use This Listener

Two-event tracking gives you both conversion measurement (cognito_form_submit_successful) and error detection (cogformHasError on cognito_form_submit_button). You can calculate error rates and optimize form UX.

Common Use Cases

Track form submissions as lead conversions
Monitor submission error rates for form UX optimization
Capture email for Enhanced Conversions in Google Ads
Segment conversions by form name

Installation

html

<!-- GTM Custom HTML Tag: Cognito Form Listener -->
<script>
(function() {
  function cognitoPush(eventName, form) {
    window.dataLayer = window.dataLayer || [];
    var entry = form.entry;
    window.dataLayer.push({
      'event': eventName,
      'cogformID': form.id,
      'cogformName': form.name,
      'cogInternalFormName': form.name.replace(/\s+/g, ''),
      'cogformEmail': entry ? (entry.Email || entry.EmailAddress || '') : '',
      'cogFormNameObj': entry ? (entry.Name || {}) : {},
      'cogformHasError': form.hasError || false
    });
  }
  
  Cognito.on('beforeSubmit', function(event) {
    cognitoPush('cognito_form_submit_button', event.data.form);
  });
  
  Cognito.on('afterSubmit', function(event) {
    cognitoPush('cognito_form_submit_successful', event.data.form);
  });
})();
</script>

Fire on: DOM Ready.

Data Layer Output

Success Event

json

{
  "event": "cognito_form_submit_successful",
  "cogformID": "1",
  "cogformName": "Contact Us",
  "cogInternalFormName": "ContactUs",
  "cogformEmail": "user@example.com",
  "cogFormNameObj": { "First": "Jane", "Last": "Smith" },
  "cogformHasError": false
}

Triggers to Create

Trigger	Event Name
CE – Cognito Submit Success	`cognito_form_submit_successful`
CE – Cognito Submit Attempt	`cognito_form_submit_button`

Variables to Capture

Variable Name	DL Key	Example
DLV – Cognito Form ID	`cogformID`	`"1"`
DLV – Cognito Form Name	`cogformName`	`"Contact Us"`
DLV – Cognito Email	`cogformEmail`	`"user@example.com"`
DLV – Cognito Has Error	`cogformHasError`	`false`

GA4 Mapping

GA4 Event	Trigger	Parameters
`generate_lead`	Cognito Submit Success	form_id, form_name, email
`form_error`	Cognito Submit Attempt (with error)	form_id

Debugging

Problem	Cause	Fix
`Cognito is not defined`	Form not loaded	Switch to Window Loaded trigger
Only works on embedded	Using iframe embed	Add alternate approach for iframes

Related Listeners

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cf7submission

ConvertKit

converkitform.submit

Drip Form

dripformsubmission

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