It’s easy to add Google Analytics to any form in Paperform! Follow the steps below to get started.

Setup Instructions (GA4)

  1. Log in to Google Analytics.

  2. If you don't have them already, you'll need to set up an account, a property, and a data stream. You should have one data stream just for the form itself (even if it is embedded on another page). Select "Web" as the type, then enter your Paperform URL.

    Screenshot of the setup page for a new web data stream in Google Analytics. The Website URL is "" and the stream name is "Workshop Signup Form."

  3. Once you have a data stream for your form, select it under Admin → Data Streams. Copy the Measurement ID (it will start with "G-").

    Screenshot of the "Web stream details" page in Google Analytics. The Measurement ID is highlighted, to the right of the "STREAM DETAILS" section.

  4. In the form editor, go to Configure → Analytics. Paste your Measurement ID under the "Google Analytics" section, then hit "SAVE CHANGES" in the top-right.

    Screenshot of the form editor, under Configure → Analytics. The Measurement ID from the previous screenshot is entered under "Google Analytics."

  5. You’re done! Data should start appearing in your Realtime reports after about 30 minutes, and full analytics for the form will be available after 24 hours.

Legacy Setup Instructions (Universal Google Analytics)

Google is sunsetting Universal Analytics, and they recommend switching over to GA4 when possible. If you're still using UA for now, you can follow these steps to add it to your form.

  1. Go to the Google Analytics panel and copy the appropriate Tracking ID from Admin → Property Settings. The Tracking ID will start with "UA-".
  2. In the form editor, head to Configure → Analytics. Paste your Tracking ID under the "Google Analytics" section, then hit "SAVE CHANGES" in the top-right.
  3. You’re done! If no data is coming through after a few hours, you may want to check to see whether domains other than your website are filtered out of reports. For this, head to Admin → View settings → Filters of your Google Analytics Account. Forms are loaded from, even if they are embedded on a different page. The only exception is if you are using a custom domain for the form itself (Agency plan only).

The remainder of this article is geared towards GA4 users, but you can refer to Google's support articles for help with Universal Analytics.


Screenshot of a graph from the Events page in Google Analytics

In addition to the default Google Analytics events like page_view, Paperform automatically sends through custom events for certain actions.

  • SubmittedForm: Triggers when the form is successfully submitted.
  • StartedCheckout: Triggers when the checkout is opened.
  • StartedSubmission: Triggers when the user begins filling out the form.

All events will appear under Reports → Realtime, beginning about 30 minutes after you finish the setup. After 24 hours, you can also see an overview of them under Reports → Engagement → Events.


If you like, you can also turn certain events into conversions. Conversions are generally used to track when a goal of the page has been achieved, or that something important to the business has happened. This could be a purchase on your order form, or a new person signing up for your event. For example, if you'd like to track all submissions of your form as conversions, you could use the SubmittedForm event.

Screenshot of the

If you have the right permissions, you can mark existing events as conversions under Admin → Events. You can also combine existing events with specific conditions to create your own.


If nothing is coming up in your Realtime report, make sure it's been at least 30 minutes since you saved the Measurement ID to the Paperform editor. After that time has passed, open your form and fill out some questions or send through a test submission. Wait a few more minutes, and then refresh the Realtime page in GA4.

If you still don't see anything, check your browser settings and extensions. In particular, check if your browser has "Do not track" enabled, or if you are using an extension that blocks ads or tracking. You could also try visiting and submitting your form in a different browser.

While it only takes about 30 minutes before data starts coming through to your Realtime reports in GA4, remember that it can take up to 24 hours before all of the analytics reports become available.

You may also wish to review some common analytics issues, as well as special considerations for embedded forms. If you're still having trouble, feel free to reach out to the Paperform support team using the live chat icon in the bottom-right corner of the screen, or email us at