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What is Tag Manager?

Google Tag Manager is a free tool that allows you to manage and deploy marketing tags on your website without editing the code. It simplifies tracking and analytics for better insights and optimization. Tag Manager works using two main components:
  • Tags – the data you want to send (for example, an event sent to Google Analytics).
  • Triggers – the actions that cause the tag to fire (such as a form submission).
To detect these actions, Tag Manager uses built-in variables like Clicks and Forms, which allow it to recognize interactions such as button clicks or form submissions.

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How it works

1

Link your Fillout form to Tag Manager

First, open your Fillout form or create a new one. Then, navigate to Integrate from the top menu and look for Tag Manager.Screenshot 2025-11-12 at 3.52.44 PM.pngConnect a custom domain to get started. Follow the quick instructions in the next screen to enter your Google Tag Manager container ID.
Only admins will be able to add a custom domain. Unlike other integrations, Tag Manager doesn’t come with OAuth.
2

Set variables

In your Tag Manager Workspace, head over to Variables from the left panel and click Configure.Screenshot of the Integrate tab of a formScroll down and tick all variables under Clicks and Forms.Screenshot of the Integrate tab of a form
3

Add tags

Then, go back to your Workspace. Click Tags in the left panel followed by New.In Tag Configuration, we’ll choose Google Analytics. Copy and paste the Measurement ID and enter an Event Name.Screenshot of the Integrate tab of a formClick Save in the upper right corner.
4

Add triggers

Click Add Trigger followed by + on the right corner and set your preferences. In our example, we’ll fire the trigger when respondents click the submit button in the Fillout form.Screenshot of the Integrate tab of a formPreview the setup on Google Tag Manager. Once everything’s good, click Submit.
5

Publish and share

Go back to your Fillout form to Finish setup and Publish.

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Advanced (Optional)

Send submission data to Google Tag Manager To send submission data using dataLayer.push, add a Custom Code or HTML block to your form. You can place your tracking script there and reference form field values or submission data in the dataLayer.push. Track events between form pages For multi-page forms, you can add an HTML block to add a script to the pages you want to track. This lets you to track different events for each page as the respondent navigates through the form.

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