Formsort Conversion Tracking
Tracked a new platform today. Can't spill all the secrets, but here's an overview of Formsort conversion tracking.https://t.co/oKblt3G9hf
— conversiontracking.io (@conversion_io) February 24, 2025
Here is a quick video tutorial explaining key principles of Formsort conversion tracking. If you need help tracking your Formsort conversions and send conversion data to tools like Google Ads, Google Analytics 4, Meta / Facebook Pixel, you can get in touch.
If you’re embedding forms on your website using Formsort, tracking conversions might feel tricky. In this post, we’ll break down the essentials of setting up Formsort conversion tracking, based on a video demo walkthrough.
Embedding Formsort: The Starting Point
Formsort integrates into your website via multiple methods. I prefer the classic inline embed, using an HTML placeholder (weirdly Formsort calls it a a CSS selector) and a script added to your site’s head tag. Once embedded, a second script transforms the placeholder into an iframe—a separate “website within your website.”
This iframe setup is key to understanding why standard tracking methods don’t work out of the box.
The Challenge With iFrames
Since Formsort runs inside an iframe, it’s like a different browser tab from your main site.
Tools like Google Tag Manager (GTM) can’t easily track form submissions within it using basic triggers (e.g., form submission events). Your website doesn’t naturally “see” what happens inside this external frame, making conversion tracking a bit more complex.
Solution: Custom JavaScript Listeners
To track Formsort conversions, you need custom JavaScript to “listen” for messages from the iframe.
window.addEventListener('message', function(event)Here’s how it works:
Add a Listener: Place a custom HTML tag in GTM with JavaScript that captures Formsort events, like step completions and form finalization.
Populate the Data Layer: These events push data (e.g., step IDs or “flow finalized”) into GTM’s data layer.
Trigger Conversion Tags: Use custom event triggers (e.g., “Formsort_flow_finalized”) to fire your conversion tags for tools like Google Ads or Analytics.
In the demo, clicking “Next” through Formsort steps fired events in GTM, tracking progress from step zero (yes, it starts at zero like a JavaScript array) to the final confirmation.
Practical Applications
Micro Conversions: Track step completions to analyze funnel drop-off rates.
The Main Form Submit Conversion: Use the “flowfinalized” event to mark full form submissions.
Optimization: With enough conversions (e.g., 30/month), optimize ad campaigns in Google Ads or Meta for steps or final submissions, depending on your volume.
Limitations: Google Ads Enhanced Conversion Tracking & Meta Pixel Advanced Matching
Unlike some tools (e.g., Tally or HubSpot), Formsort doesn’t send form field data (like email addresses) via JavaScript messages.
For enhanced conversion tracking or Meta’s advanced matching, you’d need a hybrid API setup—potentially with Zapier—which gets complicated fast.
Luckily, Formsort allows UTM us through, so it is possible to populate conversion tracking information right into Formsort submissions themselves and then use peer API to hopefully do enhanced conversion tracking using the conversion enhancement or meta using the meta conversions.
However, Formsort has another problematic feature here. It does not have a unique submission ID for each Formsort submission like almost all other platforms do, such as Typeform, Alley forms, or HubSpot form and JotForm.
So to be able to do enhanced conversion tracking via the client-hybrid method, we would need to create one ourselves and pass it into a hidden field in Formsort. What could be used would be something like the base64 version of user agent, screen size, and perhaps the form submission date and time. However, it maybe tricky to match that to be exactly the same in the browser, the API tool we would use. So I will have to think about a solution here. Formsort is quite difficult.
Need Get Help?
You can tackle Formsort tracking by writing the JavaScript listener. Or I can handle it for you.
In the future I may sell a “one-click” GTM template which can be imported and works out of the box.