Overview
You can count every quote request from your Chariot web form in Google Analytics 4 (GA4) by adding one trigger and one tag in Google Tag Manager (GTM). This guide walks you (or your web designer) through it start to finish, plus the snags we see most often.
How it works: each time a customer moves to the next step of the Chariot web form, the form sends a page view to your GTM container. The URL for each step is a little different, so you can tell GTM to fire your conversion only when someone reaches the final step (see the Intake Complete! screen below), or when Chariot initially publishes the lead (usually step 2 for short forms, or step 3 for long forms).
Before you start, have:
Admin access to your Google Tag Manager account and the container on your website
Access to the GA4 property you want the data to land in
Your GTM container ID (it starts with
GTM-) (Step 1)The direct link to your Chariot web form, the same one your website's quote button uses (
companyname.chariotmove.com/quote)
Plan for 20 to 30 minutes for setup, plus a 24 to 48 hour wait before the data shows up in GA4 reports.
Step 1: Connect your GTM container to the web form
Your GTM container ID needs to be loaded on the Chariot web form itself, not just on your website.
In Google Tag Manager, copy your container ID from the top of the workspace (it looks like
GTM-XXXXXXX).Send it to Chariot support via the chat bubble, or via email at support@chariotmove.com and we'll add it to your web form. If it's already there, we'll confirm.
If your container uses an allowed-domains list, add your Chariot domain (
companyname.chariotmove.com) alongside your own website. Enter just the domain, with nohttps://, paths, or slashes.
Good to know: if you look at the form's page source, you'll see the container code but not the individual tags. That's expected. GTM injects tags when the page loads, so the only way to see them is in Preview mode (Step 5).
Step 2: Publish your container
An unpublished container is the most common reason Preview mode won't connect to the web form. Creating a container or saving changes in GTM doesn't make them live. Nothing loads on the form until you publish.
In Google Tag Manager, open your workspace.
Click Submit in the top right.
Add a short version name (for example, "Chariot web form tracking") and click Publish.
Repeat this every time you change a tag or trigger. If something you just edited isn't working, check that you published it.
Step 3: Create a trigger for the final form step
Use a Page View trigger, not a Form Submission trigger. The Chariot form advances by loading a new step, so GTM sees each step as a page view. A Form Submission trigger will never fire.
Go to Triggers and click New.
Name it something clear, like Chariot Quote Form - Final Step.
For trigger type, choose Page View.
Select Some Page Views.
Set the condition to Page URL · contains · the step value that appears in the URL on your form's last step (for example,
step=3on the short form).Save.
Not sure which step is last? Walk through the form in Preview mode (see Step 5) and check the page location on the final page view.
Deciding where to count a conversion: Chariot creates the lead as soon as a customer enters their contact info, even if they don't finish the rest of the form. Trigger on the final step to count completed requests, or on the contact-info step to count every lead that lands in Chariot. Pick whichever matches how you want to measure your ads.
Step 4: Create a GA4 event tag that fires only on that trigger
A trigger on its own doesn't send anything to GA4. It needs a tag attached that tells GA4 what to record.
Go to Tags and click New.
Click the tag name at the top left and rename it before saving, like GA4 Event - Free Quote Form Submission. It's easiest to name a tag when you first create it.
For tag type, choose Google Analytics: GA4 Event.
Enter your GA4 Measurement ID (starts with
G-).Set an event name using lowercase and underscores, like
free_quote_submission. This is the name you'll look for in GA4.Under Triggering, select only the trigger from Step 3.
Save, then Submit and Publish the container.
Keep your site-wide Google tag separate. Your main Google tag should fire on all pages to track general traffic. Don't add your quote trigger to it, and don't add an "All Pages" or "Initialization" trigger to your new event tag. Mixing them makes every page load look like a quote request.
Step 5: Test in Preview mode with your form URL
Preview mode shows each event as it happens, so you can confirm the setup before real leads come in. Enter your Chariot web form URL here, not your website's homepage.
In GTM, click Preview.
Paste the exact link your website's quote button opens. If you use the short form, make sure the link still includes its short-form setting.
Click Connect. The form opens in a new window and Tag Assistant opens in another.
If Tag Assistant says "Not connected," give it a few seconds, then click Open Tag Assistant in the bottom corner of the form window.
Once connected, you should see a page view for the first step. Fill out the form with test info, step by step. Each step should add another page view.
On the final step, click your tag at the top of Tag Assistant and confirm it appears under Tags Fired.
Use obviously fake test details (like "Test Lead") so they're easy to spot. These test submissions create real leads in Chariot, so mark them as lost or delete them once you're done.
Step 6: Find your conversions in GA4
GA4 can take 24 to 48 hours to show new events in its standard reports, so an empty report on day one doesn't mean anything is broken.
Right away: in GA4, go to Reports > Realtime. Submit one more test form outside Preview mode and look for your event name (like
free_quote_submission) in the event list.After 24 to 48 hours: go to Reports > Engagement > Events. Your event will be listed with a count of how many times it fired.
To track it as a conversion: in GA4 Admin, open Events (or Key events) and mark your event as a key event. This lets you build reports around it and import it into Google Ads.
Google updates the GA4 and GTM menus often, so labels may look slightly different in your account. Search GA4's help center for "key events" if you can't find the setting.
Troubleshooting
What you see | Likely cause | Fix |
Tag Assistant won't connect to the form | Container isn't published | Click Submit and Publish in GTM, then restart Preview (Step 2) |
Debug works on your website but not the form | Preview was started with your website URL | Restart Preview using the Chariot form URL (Step 5) |
Still won't connect after publishing | Browser extensions or security software blocking Google tags | Try the Tag Assistant Chrome extension, an incognito window, or pause ad blockers and malware protection while testing |
Page views show up, but your tag never fires | Trigger type is set to Form Submission | Change it to Page View and publish again (Step 3) |
GA4 counts a "quote" on every page load | Your event tag also has an All Pages or Initialization trigger | Remove every trigger except your final-step trigger (Step 4) |
Can't add a domain to the allowed list | Entry includes | Enter only the domain, like |
Nothing in GA4 reports yet | Normal GA4 processing delay | Check Realtime now and standard reports after 24 to 48 hours (Step 6) |
Also check your website's quote button link. If it was copied from a single form session, it may carry extra text after the main URL. It won't break tracking, but a clean link is easier to test with. We're happy to send you the right one.
Need a hand?
Google’s guide for Trigger setup is here.
Tracking setups vary a lot from site to site, and Google changes these tools often. If you're stuck, email support@chariotmove.com or click the red Chat bubble in Chariot so we can assist.
Related: if you run Google Search Ads, see our guide on Google Search Ads setup and attribution to connect ad clicks to booked jobs.