The WordPress form plugin jungle
WordPress has dozens of form plugins: Contact Form 7, Gravity Forms, WPForms, Elementor Forms, Ninja Forms, Formidable, Fluent Forms. Each submits data differently. Each requires a different GTM trigger configuration.
Contact Form 7 uses AJAX and fires a custom wpcf7mailsent event. Gravity Forms uses its own JavaScript submission handler. WPForms has AJAX and non-AJAX modes. Elementor Forms fire through their own framework.
Setting up GTM conversion tracking means learning the quirks of your specific form plugin, configuring a custom trigger, and hoping the next plugin update doesn't change the event structure.
The plugin update problem
WordPress form plugins update frequently. A version update can change the event name, the submission method, or the DOM structure that your GTM trigger depends on. Your tracking breaks. You don't notice until you check Google Ads two weeks later and see zero conversions.
One script, any form
Tagless detects form submissions regardless of the WordPress plugin. Contact Form 7, Gravity Forms, WPForms, Elementor, or anything else — the tracking works the same way because Tagless operates at the page level, not at the plugin level.
Install the Tagless script in your WordPress header (Settings → Header Scripts, or via a plugin like Insert Headers and Footers). Every form on every page is automatically detected.
When a form plugin updates, nothing breaks. When you switch from Contact Form 7 to Gravity Forms, nothing changes. The tracking just works.
How it works with WordPress forms
The Tagless script on your page auto-injects a hidden reference field into your form. When someone submits, that reference travels with the form data. Tagless matches it to the GCLID captured when the visitor arrived from Google Ads.
The only setup step: connect via a webhook.
Gravity Forms has native webhooks — paste the URL in Settings → Webhooks. For Contact Form 7, WPForms, Elementor Forms, and others, create a one-step Make.com scenario: trigger on form submission, HTTP module calls your Tagless webhook. Make.com has modules for all major WordPress form plugins.
When the submission fires, Tagless receives the data, matches the reference to the GCLID, and the lead appears in your dashboard with full attribution — campaign, ad group, keyword.
For a full explanation of the tracking mechanism, see How Tagless Works.
But my forms also get spam
WordPress forms are notorious spam magnets. Bots fill in Contact Form 7 submissions constantly. If you track every submission as a conversion, you're feeding junk to Google Ads.
Tagless lets you qualify which submissions are real. Filter out the bots, the solicitors, the competitors draining your budget. Only genuine leads sync to Google Ads.