I’m running a HubSpot form on my website to collect leads, and since my page is linked to an active Google Ads account, I want to send the email input field to Google Tag Manager. To begin, I embedded the following code in the <head> section of my site:
<head>
...
<script>
window.dataLayer = window.dataLayer || [];
</script>
...
</head>
After that, I set up a Data Layer variable in Google Tag Manager as shown below:
Finally, in my HubSpot form, I implemented the onFormSubmitted function, which sends the variable along with the user’s email to Tag Manager:
<script charset="utf-8" type="text/javascript"
src="//js-eu1.hsforms.net/forms/shell.js"></script>
<script>
hbspt.forms.create({
region: "eu1",
portalId: "xxxxxxxx",
formId: "xxxxxxxx-xxxx-xxxx-xxxx-xxxxxxxxxxxx",
onFormSubmitted: function ($form) {
dataLayer.push({ 'var': String($form.find('input[name="email"]').val()) });
}
});
</script>
Even after implementing this code, I noticed that the Google Ads Submit Lead Form Conversion still does not display the email value. What steps can I take to resolve this issue?
Had the same HubSpot/GTM headache. You’re probably pushing a generic ‘var’ key instead of the specific variable name Google Ads wants. Change your dataLayer push to match exactly what your GTM variable expects - something like dataLayer.push({'user_email': String($form.find('input[name="email"]').val())}); where ‘user_email’ matches your Data Layer Variable name in GTM. Double-check your conversion tag uses the right enhanced conversion parameters too. Google Ads enhanced conversions are super picky about field mapping, so make sure your GTM variable name matches what the Google Ads tag expects.
Sounds like a jQuery timing issue - hubspot forms sometimes load before jQuery’s ready. try wrapping your email selector in a timeout: setTimeout(() => { dataLayer.push({'var': $form.find('input[name="email"]').val()}); }, 100); this gives the form elements time to render before you grab the email value.
your datalayer push is probably firing too late - after the conversion tag already triggered. try adding a delay to the conversion tag or set it to fire on the datalayer event instead. first tho, check gtm preview mode to see if the data’s even showing up there.
Check if your Google Ads enhanced conversions tag can actually accept the email parameter. Had this exact issue last month - dataLayer was pushing fine, but the conversion tag wasn’t even set up for enhanced conversions. Go into your Google Ads account and make sure enhanced conversions is turned on for your conversion action. Then check your GTM conversion tag has the enhanced conversions box checked and customer data parameters configured right. Also try testing with a custom event name in your dataLayer push like dataLayer.push({'event': 'hubspot_form_submit', 'user_email': emailValue}); and trigger your conversion tag on that specific event instead of relying on timing.
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