The best way to track Framer Forms submissions as conversions in Google Ads
Learn how to get up to 23% more conversions by sending Framer Forms submissions to Google Ads using server-side conversion tracking
Use Attributer to capture the GCLID and other identifiers from your Framer forms, then send them back to Google Ads as a conversion (either right away or once the lead turns into a customer in your CRM).
Google Ads can be a brilliant source of new leads and customers for your business, but getting conversion tracking set up properly is genuinely difficult.
Options like Google Tag Manager expect you to write custom code that listens for form submissions, and then wire up triggers, tags, variables, and a pile of other fiddly pieces.
And simpler methods, like counting thank you page views, can quietly miss up to 30% of your conversions thanks to things like ad blockers, the privacy features built into browsers such as Safari, or someone clicking your ad on their phone and only converting later on their computer.
So what are you supposed to do?
In this article, we'll walk you through setting up accurate conversion tracking in Google Ads for when someone submits a Framer form on your website, using an approach known as server-side tracking.
Why you need to be doing server-side tracking in Google Ads
The usual ways people track conversions in Google Ads, such as recording thank you page visits or firing events through Google Tag Manager, come with some serious downsides. In fact, studies suggest these methods can miss as much as 30% of your conversions.
There are a few reasons this happens:
- Ad Blockers: Ad blockers stop the Google Tag from firing on your site, which means it can't track anything visitors do.
- Privacy Features in Browsers: Browsers like Safari include built-in technology that blocks the Google Tag from tracking a visitor for more than a day (so if someone clicks your ad and converts 3 days later, it goes unrecorded).
- Using multiple devices: A person might click your ad on their work computer but convert later on their home computer or phone, which breaks the link between the original click and the eventual conversion.
This is exactly why you need to be doing server-side tracking. Rather than relying on something happening in the browser (like a visit to a thank you page) and hoping the Google Tag catches it, you send a direct, private message to Google with all the lead's details, so the information can't be blocked by ad blockers or privacy settings.
This has been shown to work far better. Google's own data indicates that server-side tracking typically delivers a 23% average increase in total recorded conversions and a 10% reduction in cost per conversion (because Google's algorithms have more accurate conversion data to learn from and can serve your ads more effectively).
How to track Framer Forms in Google Ads using server-side conversion tracking
You can actually approach this in a few different ways, and the right one really comes down to exactly when you'd like the conversion to reach Google Ads.
Option 1: When a lead submits the form
Tools like Converly make it simple to send server-side conversions to Google Ads the moment someone submits a Framer form on your website.
Rather than wrestling with Google Tag Manager to listen for form submissions, pull the lead data out of the form, hash it with SHA-256, send it to the API, and so on, Converly gives you a straightforward visual builder you can use to put your conversion flow together.
You just pick a trigger (such as when a Framer form is submitted on your site) and then choose the actions you want to follow (like sending a conversion to Google Ads).
From there, Converly automatically spots when a form is submitted, pulls out the user's name, email, phone, and so on, secures it with SHA-256, and sends it through to Google Ads. It also gathers plenty of extra detail about the visitor and their journey on your site (things like the GCLID, GBRAID, WBRAID, and User Agent) and passes that along with the conversion too, which boosts the odds that Google can match the conversion on your site back to the exact campaign, ad, and keyword the lead first clicked.
In the end, you get every benefit of server-side tracking (like that 23% average lift in total recorded conversions and 10% drop in cost per conversion) without writing a line of custom code, working out what SHA-256 means, or figuring out how to send events to Google's API.
Option 2: When a lead becomes a customer
If you collect leads through Framer forms on your website and pass them to a CRM like Salesforce, Pipedrive, and the like, you can also send conversions back to Google Ads further along in the sales cycle (for example, once a lead becomes a customer).
The way to do it is to capture some extra information with each form submission and send that into your CRM. Here's how it works:
1. Install Attributer on your website and add a hidden field
To get started, sign up for a 14-day free trial of Attributer. You'll be handed a small snippet of code to install on your website.
Once that's in place, you need to add a few hidden fields to your Framer form, including:
- GCLID
- WBRAID
- GBRAID
- User Agent
In Framer, you do this by adding an input to your form, switching it to Hidden in the right-hand panel, and giving it the right name (you'll find full instructions on exactly what to add over on the Attributer Help site).
2. Attributer writes data into the hidden fields
After you sign up for your free trial of Attributer, you'll be given a small snippet of code to place on your website.
When a visitor arrives on your site from one of your Google Ads, Attributer captures everything Google Ads needs for a server-side conversion (the GCLID, GBRAID, WBRAID, User Agent, and so on) and stores it in the visitor's browser.
Then, when they complete a Framer form on your site, Attributer writes that data into the hidden fields you added, and it gets captured along with the form submission.
3. Data is sent to your CRM
Once the data is captured with the form submission, it can be passed into your CRM alongside the name, email, phone number, and anything else the lead typed into the form. You can do this through Framer's native integrations or with a third-party tool like Zapier.
From there, the data sits on the contact or lead record in your CRM, ready for whenever you need it.
4. Send the data to Google Ads
Once a particular milestone is hit (such as a deal being created or a lead turning into a paying customer), you can push all of that data back to Google Ads to record a conversion.
Tools like Zapier and Make are perfect for this. They plug into just about any CRM and can be set to trigger the conversion in Google Ads at whatever moment you choose (when a new deal is created, when it's marked as won, or any other stage). They also give you a tidy interface for mapping the data Attributer captured (GCLID, GBRAID, WBRAID, User Agent, and so on) across to the right fields in Google Ads.
Why sending server-side conversions to Google Ads is the best approach
At a high level, server-side tracking beats client-side tracking (in other words, tracking things that happen in the browser) because the results you get are far more accurate.
With a client-side setup, everything takes place inside the visitor's web browser, which is a chaotic environment you have no control over. Server-side tracking takes that work out of the browser, so the conversion data is sent to Google through a controlled, private channel that privacy settings and ad blockers can't touch.
Here are the four main reasons this is the most reliable way to track conversions:
1. Overcomes Ad Blockers
Traditional tracking (like recording thank you page visits or relying on Google Tag Manager) depends on scripts that load inside the visitor's browser, but ad blockers and privacy-focused browsers regularly stop those scripts from running.
And recent research suggests more than 30% of internet users now run some form of ad blocker.
Server-side tracking gets around this by sending the conversion data straight to Google's servers, which keeps the whole process invisible to ad blockers and makes sure every lead is properly counted.
2. Bypasses Safari & iOS Privacy Limitations
Apple's Intelligent Tracking Prevention (ITP) will often delete a visitor's tracking cookies within a day or two. When that happens, the link between their ad click and any later conversion is lost, so anyone who doesn't convert on the same day they click ends up going unattributed.
This is where server-side tracking helps. A lead's email can serve as a permanent identifier, which means Google can connect them back to their original ad click no matter how long passed between the click and the conversion.
3. Works across devices
A lead might first land on your website on one device (say, their mobile) but hold off until they're at a computer to actually fill out a form.
Traditional browser tracking can't connect those two sessions because they happen on different devices. Sending identity data (like their name and email) server-side lets Google stitch these separate visits together and give your ads the credit they deserve for kicking off the journey.
4. Eliminates duplicate and messy data
On top of everything above, browser-based tracking is vulnerable to other mistakes, like double-counting when a page is refreshed or losing data because of slow load times and dropped connections.
Server-side tracking is far more precise, because it only records a conversion when a form is actually completed (not when a thank you page happens to load). That keeps the conversion counts in Google Ads lining up much more closely with your real lead numbers.
3 reports you can run when you properly send conversions to Google Ads from Framer Forms
Across 15 years of running marketing for all sorts of companies, I've spent millions inside Google Ads and built hundreds of reports to keep tabs on how it was performing.
Here are 3 of the reports I've found most useful over that time:
1. Conversions by Keyword
Like most businesses, you're probably bidding on a range of keywords spread across different campaigns (perhaps for the different services you offer, like kitchen remodels versus whole-home renovations).
If that's the case, this report shows you which keywords are actually driving conversions for your business, rather than just racking up impressions and clicks that never turn into real leads.
It helps you work out which keywords are profitable and which aren't, and ultimately which ones deserve more budget so you can win more clicks.
2. Conversion Value by Campaign
If you're sending conversions back to Google Ads from your CRM, you can attach the value of each conversion (pulled from the value of the Deal or Opportunity in your CRM).
This matters because not every customer is worth the same. For a renovation company, landing a customer from your 'bathroom remodel' campaign is usually far less valuable than winning one from your 'whole-home renovation' campaign, so it makes little sense to treat them as equals.
By passing a conversion value from your CRM into Google Ads, you can run reports showing that one campaign brought in X in revenue while another brought in Y. That makes it much easier to decide which campaigns deserve more of your budget.
3. Conversions by Geography
This one is especially handy for businesses that win most of their customers locally (think renovation contractors, dental practices, or accounting firms). It shows how many conversions you're getting, broken down by geographical region.
You can view the data at a broad level (Country, State, or City), or drill all the way down to an individual Postcode. That lets you see whether your leads are genuinely coming from the areas you service, or whether you're burning money on clicks from suburbs too far away to be worth it.
Armed with this, you can use Location Bid Adjustments to sharpen your results. You can tell Google to bid more aggressively in the postcodes that are most profitable for you, and pull your bids back (or stop spending entirely) in the areas that generate clicks but never actually fill out your forms.
Wrap Up
Sending conversions to Google Ads can make a real difference to your results. It gives you the data you need to make manual tweaks (like bidding higher on certain keywords or locations), and it feeds Google's algorithms the information they need to make automated bidding adjustments on your behalf.
But this only works if the conversion data you're sending is accurate. If you're tracking thank you page visits or firing events in the browser (through Google Tag Manager, for example), then you're not really sending solid data, and your Google Ads performance will suffer for it.
So however you go about it, and whenever you do it (on form submission, once the lead becomes a customer, and so on), make sure your conversions are being sent server-side to get the best possible results.
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About the Author
Aaron Beashel is the founder of Attributer and has over 15 years of experience in marketing & analytics. He is a recognized expert in the subject and has written articles for leading websites such as Hubspot, Zapier, Search Engine Journal, Buffer, Unbounce & more. Learn more about Aaron here.