Google Analytics

Do you want to optimize your forms, learn more about your respondents, and where they come from? With our easy-to-use Google Analytics integration, you can track the visitor behavior of any of your Tally forms.
Use this integration to:
  • Get insights into visitor behavior
  • Learn where respondents come from
  • Discover drop-off points and time spent on your form
notion image
The Google Analytics integration is part of Tally Pro.


Universal Google Analytics (UA)

Set up instructions

  1. Go to Google Analytics → Admin → Property Settings and copy the Tracking ID. It will start with “UA”.
  1. Go to your Tally dashboard, open your form and go to the integrations tab. Find Google Analytics in the list and Connect.
  1. Paste the Tracking ID, click Connect and you’re done!
  1. To view the results go to Behaviour → Site Content → All Pages and search for your Tally form URL.
It can take up to 24 hours for Google Analytics to update the tracking data.

Custom Events

For every submitted form, a Google Analytics event is registered. We trigger 2 events that are displayed in your Google Analytics reports:

Page view event

  • Event Category: your Tally form URL (for example: /r/qnGpkg or /embed/qnGpkg or your custom domain page URL)
  • Event Action: Tally.FormPageView
  • Event Label: Page X (for example: page 1, page 2)

Form submit event

  • Event Category: your Tally form URL (for example: /r/qnGpkg or /embed/qnGpkg or your custom domain page URL)
  • Event Action: "Tally.FormSubmitted"
  • Event Label: the form name
View events in:
  • UA: go to the Behaviour → Events → Top events report.

Tracking drop-offs

Every time a respondent navigates to the next page of your form, a Google Analytics Pageview event is triggered with the parameters:
  • Event Category: your Tally form URL
  • Event Action: "Tally.FormPageView"
  • Event Label: Page x (for example: page 1, page 2)
To track where respondents drop off, see which pages have fewer unique views.
notion image

Google Analytics 4 (GA4)

Step 1: Setting up the integration

To set up the GA4 integration, go to your workspace and click the tab Integrations. Within the list, you’ll find the Google Analytics integration. Click Connect. This will open a page in which you need to put your Google Analytics 4 Measurement ID.
notion image
To find this Measurement ID, go to your Google Analytics account and Click Admin > Property > Data Streams. Click the data stream you want to use and copy the measurement ID.
You can make a separate Stream for your survey or use an existing Stream.
If all went well, the Connection should be showing as follows:
notion image
Tally will now start sending the following Google Analytics 4 events to your Property:
  • Tally.FormPageView
    • event_category: [The url of the page.]
    • event_label: Page [X] — (With X being the page number)
  • Tally.FormSubmitted
    • event_category: [The url of the page.]
    • event_label: [The title of the completed form]

Step 2: Setting up parameters in Google Analytics 4

When the integration is set up, you should see the above Events coming in when your survey is being used. For you to use the above parameters (event_category and event_label) in reports, you’ll need to add them as Custom Dimensions.
Go to Admin → Property → Custom definitions and make sure you’re on the Custom dimensions tab. Click ‘Create custom dimension’.
notion image
Create a custom dimension for both event_category and event_label by writing those names in both the Dimension name and Event Parameter field.
The result should look like this:
notion image

Step 3: Set up Conversions

If you want Google Analytics 4 to see a form submit as a conversion, you should go to Admin → Events and find the Tally.FormSubmitted event in the list. On the right side you can toggle the switch that says ‘Mark as conversion’.
notion image
Form submits will now be reported as conversions in your standard reports. By default, it will report on all your conversions, but you can select Tally.FormSubmitted from the dropdown.
notion image

Step 4: Visualize your Conversion Funnel

Want to know where people drop off in your survey? Then you’ll need to build a ‘Funnel exploration’.
Go to Explore → Funnel exploration.
notion image
Click the pencil next to steps.
notion image
Here, you’ll need to set up the funnel as it is set up below. If your survey has less or more pages, adjust accordingly by adding or removing steps following the same logic. Always end with the Tally.FormSubmitted event.
notion image
When all goes well, you should get a Funnel view like the one below.
notion image
If you don’t see any data, check if the date range for your report is set correctly.
If you have activated Google Signals, Google might hide data for any step that has less than 37 users for privacy reasons.

Tracking for custom domains

The simplest way to track forms with a custom domain is to add the Google Analytics Global Site Tag tracking code to the code injection box of your custom domain.
This way you don't have to add Google Analytics for every form connected to your custom domain, but only once in the general settings of your custom domain.

Step 1. Find your Global Site Tag

  • Go to Admin → Data Streams → Choose your Data Stream
  • Under Tagging Instructions, click Add new on-page tag and look for "Global Site Tag (gtag. js)". It will look something like this:
<!-- Global site tag (gtag.js) - Google Analytics --> <script async src=""></script> <script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'G-XXXXXXXXX'); </script>
Universal Analytics
  • Sign in to your Analytics account and click Admin
  • Select an account from the menu in the ACCOUNT column
  • Select a property from the menu in the PROPERTY column
  • Under PROPERTY, click Tracking InfoTracking Code, which looks like the example below.
<!-- Global site tag (gtag.js) - Google Analytics --> <script async src=""></script><script> window.dataLayer = window.dataLayer || []; function gtag(){dataLayer.push(arguments);} gtag('js', new Date()); gtag('config', 'UA-xxxxxxxxx-1'); </script>

Step 2. Connect to Google Analytics

Go to your Tally dashboard → Custom Domains and open your custom domain. Scroll down and paste the Global Site Tag tracking code in the code injection box.
notion image
Click Save changes to complete the Google Analytics integration. Your form traffic will now be visible in Google Analytics.


Why does my tracking not always work?
While Tally supports Google Analytics tracking integration, some users may have ad-blocking extensions or plugins installed in their browsers that block these tracking scripts. This means tracking might not work for all users, depending on their individual browser settings.

More resources