Gravity Forms is one of the most capable form builders for WordPress, used for everything from a simple contact form to multi-page applications with conditional logic and payments. Conversion Bridge adds Gravity Forms conversion tracking to all of it, turning entries into tracked conversions in 19 analytics and 11 ad platforms, with no code and no tag manager.
Gravity Forms conversion tracking, form by form
Every form on your site shows up in the Conversion Bridge Integrations panel with its own toggle, so a newsletter signup and a quote request can be tracked separately, or left alone entirely. Each form also gets its own Conversion Label and its own per-platform conversion IDs, so Google Ads and the rest record the right action.
Every form has a Conversion Tracking tab
Gravity Forms forms also get a dedicated Settings > Conversion Tracking tab. It stays in sync with the Conversion Bridge panel, so you can manage a form from whichever screen you happen to be on.
Two things live only on that tab:
- Conversion Value, which accepts Gravity Forms merge tags. Point it at a total with something like
{Total:12}and Conversion Bridge strips the currency formatting so a clean number reaches your analytics. - Conversion Data, for mapping any field to conversion metadata.
Enhanced conversions with nothing to map
Conversion Bridge reads your form's field types directly. Name (first and last), Email, Phone, and Address, including city, state, ZIP, and country, are all detected on their own and sent to ad platforms that support enhanced conversions, so they can match the conversion to a real person and improve your attribution.
You only need Conversion Data when you want to send something extra with the conversion, or when you would rather pick the exact field used for matching instead of the detected one. Start a key with an underscore to mark it as personal data.
The campaign that earned the lead, saved on the entry
Visitors rarely convert on the page they land on. They arrive from an ad, read a few pages, and by the time they reach your form the UTM parameters are long gone from the URL.
Conversion Bridge remembers the campaign for the whole visit and writes it onto the entry as real Gravity Forms entry meta: UTM source, medium, campaign, term, and content, plus the ad click ID and the platform it came from. Because these are registered entry meta and not just a Conversion Bridge record, they behave like any other Gravity Forms data. You can:
- Add them as columns on your entries list
- Include them when you export
- Map them in any Gravity Forms feed, so the campaign reaches your CRM along with the lead
- Use them in notifications and confirmations with merge tags like
{cb_utm_source}and{cb_gclid} - Send the click ID back to Google Ads for offline conversion imports
UTM attribution credits the first touch by default, and you can switch it to last touch in the Conversion Bridge settings. Ad click IDs always use the most recent click, since that is the one the ad platform needs to match. Click IDs are only captured once a visitor grants marketing consent. UTM parameters don't need consent on their own, but they're only remembered from page to page once the visitor has accepted your banner.
See the journey behind every Gravity Forms entry
Open any entry and a Conversion Journey box shows the page-by-page path that visitor took before submitting, with UTM Parameters and Ad Click boxes alongside it.
That journey can go into your email too. Add the {conversion_journey} merge tag to a notification and every alert tells whoever reads it how the lead found you.
Conversion tracking for every Gravity Forms confirmation type
Gravity Forms can finish a submission three ways, and each one needs different handling. Message confirmations and redirects to a page on your own site are tracked server-side. Redirects to an external URL fire the conversion before the visitor leaves. Payment add-ons such as Gravity Forms Stripe are covered as well, with a guard so a single entry is never counted twice. You pick the confirmation that suits the form and conversion tracking keeps working either way.
For step-by-step setup, including the hidden-field tags that pass UTM parameters and click IDs straight into your own fields, see the Gravity Forms conversion tracking documentation.