Overcoming Tracking Limitations in Typeform's Native Integrations: A Comprehensive Guide

Typeform's native integrations with tracking tools such as Google Tag Manager (GTM), Google Analytics, Facebook, and Google Ads have limitations that can be frustrating for users who want to customize and control data collection. The main limitations include:

• Lack of standardization and customization: Events are tied to Typeform's definitions without the possibility of alteration to fit an organization's standards or best practices.
• Limited native integrations: Only a few platforms have native integrations, specifically Facebook/Meta for paid campaign optimization and Google Analytics for product/marketing analytics.
• Inadequate event tracking: The native integrations do not allow for micro-conversions tracking for specific questions before the final conversion. Events for intermediate questions are not captured, limiting the ability to create audiences or optimize further up the funnel.

To overcome the tracking limitations of Typeform's native integrations, you can hijack the gtag() function used by Typeform to trigger tags via GTM. This allows for the addition of functionality and tracking for other paid media campaigns vendors and analytics tools. The process involves:

1. Creating an additional GA property (a dummy) for native integration to install gtag().
2. Writing down the Property ID or Data Stream ID and configuring it in Typeform.
3. Depending on the scenario (Typeform domain link or embedded Typeform), note the GTM container ID and install GTM.
4. Creating a Custom HTML tag in GTM to hijack the data layer and synchronize events.
5. For Typeform domain links, creating a Custom HTML tag on the parent page's GTM container.
6. Configuring tags in GTM to track events with standardized names and dimensions.