Microsoft Advertising (UET) Gravity Forms Submission Event Tracking for WordPress

Quick answer: Select Microsoft Advertising (UET) and the Gravity Forms Submission event in the free container builder wizard, enter your tracking ID, then import the generated file into Google Tag Manager - the trigger is wired up automatically, no manual setup required.

Configure the Gravity Forms Submission event so Microsoft Advertising (UET) fires correctly on your WordPress store, then generate an importable Google Tag Manager container - no manual tag, trigger, or variable setup required.

Generate my Microsoft Advertising (UET) Gravity Forms Submission container →

How it works

Open the container builder with Microsoft Advertising (UET) and the Gravity Forms Submission event already selected.
Enter your tracking ID/pixel credentials for this platform.
Generate and download the GTM container JSON file.
In Google Tag Manager: Admin > Import Container > choose the file > Merge into a new workspace, then verify in Preview mode before publishing.

Track Gravity Forms Submission with other platforms

How this event is built in your container

Gravity Forms Submission is detected automatically. Gravity Forms triggers its own gform_confirmation_loaded jQuery event once the confirmation message loads after a successful AJAX submission.

This container includes a small Custom HTML tag, firing on All Pages, that listens for that native event and pushes dataLayer.push({ event: 'gravity_forms_submission', ... }) itself - unlike this plugin's other events, there's no code for you to add manually.

For this to work, though:

The form's AJAX setting must be enabled - off by default on some older forms - found under the form's Confirmations settings.
The form must show a confirmation message on the same page rather than redirect to a separate URL - a redirect reloads the page before this event can fire.
jQuery must be present on the page.

For reference, here is the exact script this container's bridge tag runs:

(function(){
  if (window.__gtmcbGravityFormsBridge) { return; }
  window.__gtmcbGravityFormsBridge = true;
  function bindListener() {
    if (typeof jQuery === 'undefined') { return; }
    jQuery(document).on('gform_confirmation_loaded', function (event, formId) {
      window.dataLayer = window.dataLayer || [];
      window.dataLayer.push({
        event: 'gravity_forms_submission',
        gravity_forms_form_id: formId || ''
      });
    });
  }
  if (document.readyState === 'loading') {
    document.addEventListener('DOMContentLoaded', bindListener);
  } else {
    bindListener();
  }
})();

The Microsoft Advertising (UET) tag itself is added automatically and wired to this trigger - you won't need to create or configure it by hand in GTM.

Troubleshooting

The event never fires.
Confirm the form's AJAX setting is enabled and its confirmation type is set to "Message" rather than "Page" or "Redirect" - both conditions are required for gform_confirmation_loaded to fire at all.

gravity_forms_form_id comes through blank or seems to fire for the wrong form.
Multiple Gravity Forms on the same page can occasionally clash. Test with one form at a time in GTM Preview mode to confirm which submission is actually triggering the event.

The event fires, but values show up blank or undefined.
Check that the pushed object's key names match exactly (case-sensitive) - a mismatched key like "Value" instead of "value" will show as undefined in GTM's variable preview.

Gravity Forms Submission fires twice for the same action.
You likely also have a manually-added Microsoft Advertising (UET) snippet listening for the same action alongside this container's own bridge tag. Remove the manual one, or disable it, before publishing.

Frequently asked questions

What triggers the Gravity Forms Submission event?

It's detected automatically - Gravity Forms triggers its own gform_confirmation_loaded jQuery event once the confirmation message loads after a successful AJAX submission.. This container includes a ready-made bridge tag for it, so there's nothing to configure manually.

Why should I track Gravity Forms Submission with Microsoft Advertising (UET) specifically?

It shows engagement further up the funnel, which Microsoft Advertising (UET) can use to build audiences and understand what leads to a purchase, even before the sale happens.

Is this free to set up?

Yes - the free tier covers 1 tracking platform at a time. If you need this event across several platforms in one container, unlocking full access covers all of them together.

Will this conflict with Microsoft Advertising (UET) code I already added manually?

It can, if the same event fires twice from two separate sources. Remove any manually-added Microsoft Advertising (UET) tag for this event before importing the generated container, or use GTM's Preview mode to confirm it only fires once.

How long does setup take?

A few minutes - select Microsoft Advertising (UET) and the Gravity Forms Submission event in the wizard, enter your tracking ID, download the container, and import it into GTM.

Do I need to add any code to my site for Gravity Forms Submission?

No. Unlike most events in this wizard, this one ships its own small Custom HTML tag inside the container itself that detects the submission and pushes it to the dataLayer - there's no snippet to paste into your theme or a code snippets plugin.

Are there any conditions for this to actually work?

The form's AJAX setting must be enabled - off by default on some older forms - found under the form's Confirmations settings. The form must show a confirmation message on the same page rather than redirect to a separate URL - a redirect reloads the page before this event can fire. jQuery must be present on the page.

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