GA4 for Coworking Spaces: Supercharge Your Website Submissions by Integrating with Gravity Forms

In this article, you’ll learn how you can supercharge form submissions on your coworking space’s website when you pair three of the world’s most powerful tools.

Don’t worry—there’s a good chance you’re probably using them all already.

Let’s explore the sales-driving potential you can achieve when you pair Gravity Forms (one of the leading submission form plugins on WordPress, the world’s leading content management system) with GA4.

Why should you bother integrating Gravity Forms with GA4?

As one of the main CTAs on your website, Gravity Forms is an essential way in which members and leads interact with your coworking space. It’s often the first point of contact for people who have questions about your space, your memberships, and more.

That’s why it’s vital to accurately track accurately how many people complete a submission—taking into account form validation and the user’s path to completion.

The forms on your website allow your visitors to take action immediately on the page—whether they want to contact you, book a tour, or purchase a service. 

And, unlike directing them to call you and having a staff member answer during business hours, your forms work 24/7 so your visitors have the flexibility to take action at their convenience—day or night. 

4 In-Depth Insights You’ll Get When You Pair GA4 with Gravity Forms

While some tools are more complicated to integrate with GA4, Gravity Forms is relatively simple. The two actually integrate very well.

There are a plethora of available tracking configurations to choose from and, when done correctly, these platforms can give you some pretty incredible insights.

1. Form Submissions

When someone submits a form on your coworking space’s website, that’s a big deal. 


It generally means that a lead has booked a tour, opted to contact you because they’re interested in learning more, or have made some sort of purchase.

That’s why it’s important to understand how many people have made submissions on a Gravity Form—and GA4 provides you with those metrics. 

2. Traffic Sources

In addition to simply telling you how many people have made submissions on your various Gravity Forms, integrating the tool with GA provides you with traffic source and campaign information attributed to form submissions. 

This includes telling you whether that person came via: 

  • Google Ads
  • Social media
  • Organic search traffic
  • Email marketing

This is incredibly valuable because it can show you which of your marketing channels are performing best—and which need to be optimized. 

3. Sticking Points

When integrated with Gravity Forms, Google Ads can also bring to light areas of improvement for your forms, including where prospective members drop off, how they interact with your form, and more.

For example, you can find and measure how different form settings impact overall submission rates. This can include experimenting with the number of form fields, the order of form fields, and the types of fields.

By understanding how people engage—or don’t engage—with your forms, you can make tweaks and improvements that help convert more leads. 

4. Deeper Analytics 

There are also some advanced metrics you can tap into when you add and configure custom parameters to associate with each form. 

For example, if you utilize a form to capture requests for meeting room bookings, you can add a dropdown that requests the number of guests who will be attending. You can capture this information within Google Analytics where you otherwise would only see the total number of bookings.

And if you utilize a form to capture tour bookings, you may want to track the day of the workweek which is most commonly booked so you can ensure that you have availability for tours during those days or times.

Gravity Forms + GA4: The 4 Core Functionalities That Can Be Integrated 

The best way to think about Gravity Forms and GA4 functionality integrations is in four different levels.

Level 1: Only Gravity Forms

If you’ve just installed Gravity Forms on your WordPress site but haven’t integrated it with GA4, your entries will only be visible within the plugin on your website’s back end—and you’ll only be able to see how many people made started a form submissions, and attempted to submit the form.

Level 2: Gravity Forms with GA4 Analytics 

Once you’ve completed a basic integration between Gravity Forms and GA4, you’ll be able to track general form submission counts through your Analytics dashboard. 

Level 3: Gravity Forms with GA4 + Feed Configuration

This level is where the proverbial rubber really starts to meet the road.

Once you’ve set up a feed configuration, you’ll have the ability to add custom parameters to your Gravity Forms, such as labels and categories. 

Level 4: Gravity Forms with full GA4 Configuration

This is the ultimate, most comprehensive form of integration between Gravity Forms and GA4.

Once it’s been fully set up, you’ll be able to track the full breadth of parameters we mentioned in the previous section, including but not limited to:  

  • Value
  • Source
  • Campaign
  • Medium
  • Any custom parameters that have been configured

At this level, the data that you choose to have recorded in Analytics can be custom configured for each one of your forms.

Additional grouping of submissions can also be performed to enhance data reporting and specific form field data can be logged within Analytics by leveraging Custom Dimensions.

How to Interpret Your Calendly + GA4 Analytics

Form Parameter TrackedOur thoughts…This event will show in Google Analytics as…

Event Action
Not typically super important as most forms will have a default action of “submitted”. Mainly for comprehensiveness.event_action
Event CategoryUsed to help configure this as a conversion event in some casees, but typically will denote a Gravity Forms submission vs other form submissions (if available).event_category
Event LabelOne of the more important parameters, as this is typically the Form Title and is used for identification of each form.event_label
Event Value
Significant depending on use case – If a particular form is high-value, such as one being used for booking requests, etc. then this should be set appropriately!

Additionally, this value should be numeric and denote a dollar-value in most instances. This can loop back in to reporting and is commonly used to calculate return on investment. An example of this is if you offer the ability to purchase a Day Pass, you can store the Day Pass price within Google Analytics.
A common way to track online marketing performance is to utilize custom links which can help associate marketing traffic to by Campaign, Medium and Source, and can be easily be built using this free tool.

Campaign is used to label Product, promo code, or slogan (e.g. spring_sale) One of campaign name or campaign id are required.
Used in conjunction with Source, by sub-dividing into Organic, CPC, etc.

Marketing medium (e.g. google-ads, social-media, email-blast)
Important to determine where users who submit the forms are coming from – typically used in conjunction with the 3 above.

The referrer (e.g. google, newsletter)
Additional Custom ParametersCan be created/configured to your needs**CUSTOM**

How Can You Use This Data to Better Market Your Coworking Space? 

In many cases, having a healthy Gravity Forms submission rate can be a key indicator of overall website health and interactivity by your members.

By integrating GA4 and populating the necessary parameters, you can determine which forms on your website people are most drawn to and which others they are less interested in.

Equipped with this knowledge, you can continually and proactively work to enhance and optimize their journey through your website.

Here are a few ways you can use these insights to help supercharge form submissions and, in turn, lead generation. 


Get a deeper understanding of which forms get submitted most and why, then use this information to measurably improve form performance by adjusting the design and usability of your form.


Learn which of your marketing channels perform best and least and then use these insights to improve your lower performers by seeing where your Gravity Forms submissions are coming from and what your visitors end up doing after they submit a form. 


Nurture your leads in the right way by knowing when someone has submitted your form. 

For instance, once a user submitted, how would you treat them differently? You may wish to stop advertising to them since they’ve already taken action and converted into a lead. 


As an extension of the previous section, you can segment your leads based on the forms they submit and the services they’re interested in. Then you can decide how best to engage with them during the sales and lead nurturing processes.


Do your messaging and value proposition change when speaking with someone who’s interested in a 12-person office suite versus a prospect who’s inquiring about an event space? 

They should.

And when you understand which services people are interested in, you can communicate with them in a personalized way rather than a generic one.

Conversion Path Analysis 

What key page or pages did the user visit prior to submitting a form? You can use this information to shape your user journey and pages viewed to encourage additional form submissions.

Advanced Marketing Strategies You Can Implement Using Data from Integrating Gravity Forms with GA4

Once you’ve reached Level 4 of your Calendly and Gravity Forms integration, there are some advanced and impactful marketing strategies you can implement using the data you derive from the two.

Segmenting Forms Based on Importance

Since Gravity Forms can be used in a wide variety of scenarios, the importance of your individual forms may differ.

For example, your newsletter subscription forms may not be as valuable as a Book a Tour form.

By assigning a different value to a high-importance form and separating this out into a conversion event through event_label, you can use this to enforce a positive feedback loop in Google Ads while maintaining the collection of data on a more general level.

Facilitating Purchases

Gravity Forms isn’t just helpful for collection form submissions—it can also be used to take payments via platforms like Stripe.

This means your forms could potentially be leveraged for bookings or other offerings.

In this instance, it’s essential to configure the form set-up correctly since sales are a key KPI event. It’s critical to ensure that the value of each purchase is tracked and conveyed to Google Analytics. 

Optimizing Gravity Forms

By leveraging GA4, it becomes possible to measure and test forms on a more nuanced level. 

By combining data with other GA4 events (such as form_start), you can begin to view the full picture of how your users are interacting with your forms.

For example, you can segment an audience based on their respective source and medium and then perform a deep dive on your form field configurations to determine what fields are posing an obstacle to a higher submission rate.

Alternatively, creating funnels around these data points can potentially reveal what people are looking for and whether your submission form encourages them to submit based on their requirements.

Drip Email Marketing

Lead nurturing is an essential component of marketing. After you’ve paid for a lead, the last thing you want to do is neglect them if they don’t convert right away.

Gravity Forms can be integrated with platforms like MailChimp, Hubspot, and ActiveCampaign. And, in doing so, you can trigger an immediate follow-up email as well as targeted follow-up email sequences to keep leads engaged. 

Most drip email marketing software also allows you to interrupt an automated sequence whenever the user replies to ensure you’re not sending them irrelevant correspondence. 

And, if GA4 is set up properly, you should be able to follow each user along their journey across multiple touchpoints. 

CRM / Space Management Software Integration

You can avoid redundant work by having your forms directly added into your favorite CRM, like Hubspot, Pipedrive, OfficeRnD, or Optix. 


As a coworking space operator, your days are busy and you’re constantly wearing multiple hats. 

Integrating GA4 with Gravity Forms allows you to put some of your day-to-day and recurring tasks on autopilot. 

If you ever need to survey your members or re-order pantry items or office supplies, you can create a custom private Gravity Form that can help collect and act on certain members’ or team requests. 

Gravity Forms also plays nice with Zapier for all your automation needs!

While the launch of GA4 undoubtedly complicated some of the essential marketing tools you use to run your coworking space, it also opened up some incredible new opportunities—if you integrate it correctly with tools like Gravity Forms. 

If you’ve got questions about how to handle the transition from Google UA to GA4 for your coworking space and how to seamlessly integrate your core marketing tools, book a Free GA4 Assessment call today.