Google Tag Manager

Google Tag Manager is a free tool that allows you to add or change tracking on a website or application without needing to rely on development resources. Now, you can also use it with Feathery forms.

What you need#

  • An active Feathery account and form
  • A Google Tag Manager account

What is Google Tag Manager?#

Google Tag Manager is a free application that manages various tracking tools, primarily designed for professional marketers. You no longer have to add tracking tools to your website one by one and changing code. Install Google Tag Manager once, then add any tracking tools you'd like to it.

You can use it to set up tracking for all your sources of traffic, including:

  • Facebook Ads
  • Google Adwords
  • LinkedIn Sponsored Ads
  • Twitter Ads

How to install#

  1. Open Tag Manager, and copy your Google Tag Manager Container ID to your clipboard (Ctrl+C). Here’s where you’ll find that ID: Copy Container ID
  2. Navigate to the Feathery form that you want to track. Click on the Connect tab.
  3. Find the Google Tag Manager integration, and paste in your container ID.
  4. Click Save, and you’re now ready to track using Tag Manager.

Set up tags#

Simply adding Tag Manager to your form won’t do anything until you’ve set it up. Here’s a simple example of the process – adding Facebook Pixel to Tag Manager. For more on setting up Tag Manager, see Google’s documentation.

  1. To create a tag, click Add a new tag:

    Add New Tag

  2. Now a configuration menu will appear:

    Configuration Menu

  3. Click anywhere on Tag Configuration to bring up the tag type menu. You can choose from all kinds of Google products, including Analytics, plus a ton of ready-made tags for other tracking software.

    Facebook Pixel is not included, so we need to choose Custom HTML.

    Custom HTML

  4. Grab your Facebook Pixel code from Events Manager.

  5. Paste the code into the HTML field. Paste Code

  6. Next, we need to set up the tag event trigger. Click the Triggering field to open up the Choose a trigger menu. We’ll go for Page View as an example. Click that to be taken back to the tag configuration interface. Trigger

  7. Now click Save. You've successfully set up Pixel in Tag Manager, so you’ll be able to track your form’s page views (in this example) from Facebook Events Manager. Save Tag

Custom Events#

Along with out-of-the-box Google Tag Manager data, we support a few custom events and variables.


  • FeatheryStepSubmit - when a step of the form is submitted
  • FeatheryStepLoad - when a step of the form is loaded


  • userId - the ID of the user filling out the form
  • formId - the unique name of the form being filled out
  • stepId - the unique name of the form step being loaded or submitted