Analytics events

Keno Forms pushes structured events to window.dataLayer, so you can build GA4 and Google Ads conversions in Google Tag Manager keyed on the page each lead came from. If a gtag() function is present, the events are mirrored to it too.

Turn events on or off, and rename them, in Keno Forms > Settings > Analytics.

The Keno Forms analytics settings — The Analytics tab: toggle the dataLayer push and rename each event.

The events

When	Default event name
The form is viewed	`kf_form_view`
The visitor focuses the first field	`kf_form_start`
A submission succeeds	`kf_form_submit`

The dataLayer events firing as the form is used — The events firing in real time, each carrying the form id, source page and UTMs (shown in the live demo).

Event payload

Each event carries the context you need to segment conversions:

{
  event: "kf_form_submit",
  form_id: "default",
  source_page: "/pricing",
  page_url: "https://example.com/pricing?utm_campaign=spring",
  utm_source: "google",
  utm_medium: "cpc",
  utm_campaign: "spring"
}

Setting up a GA4 conversion in GTM

In Google Tag Manager, create a Custom Event trigger with the event name kf_form_submit.
Create a GA4 Event tag (event name, for example, generate_lead) that fires on that trigger.
Pass source_page and the utm_* values through as event parameters using dataLayer variables.
In GA4, mark the event as a key event / conversion.

Because source_page is on every event, you can compare conversion rates by landing page and campaign directly in GA4.

Consent

Keno Forms only pushes to the dataLayer. It does not set marketing cookies or load Google tags itself, so it sits cleanly behind whatever consent setup your site already uses (for example, Google Consent Mode configured in your tag manager).