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How to track HubSpot form submissions in the dataLayer

Live guide · Checked 28 October 2026 · Updated 28 October 2026 · Checked every week against HubSpot's own help pages

Catch HubSpot's form submitted event, for both the new and the older embed, and push it into the dataLayer as a lead.

Time

15 minutes

You will need

• A HubSpot form embedded on your site
• Google Tag Manager with the generate_lead trigger

Stuck?

Troubleshooting or ask us a question

Step by step

1. Know which embed you have

   HubSpot has two embeds. The newer one uses hs-form-frameCopy, the older one hbspt.forms.createCopy. Look at your page's embed code: the listener below handles both.

2. Add the listener

   In Tag Manager, a Custom HTML tag on All Pages:

   HTMLCopy

   <script>
   (function () {
     var done = {};
     function lead(formId) {
       if (done[formId]) return; done[formId] = true;
       window.dataLayer = window.dataLayer || [];
       window.dataLayer.push({ event: 'generate_lead', form_id: 'hubspot-' + formId, lead_type: 'enquiry', value: 50, currency: 'GBP', lead_id: 'L-' + Date.now() });
     }
     // Older embed (hbspt.forms.create): HubSpot posts a message to the page
     window.addEventListener('message', function (e) {
       if (e.data && e.data.type === 'hsFormCallback' && e.data.eventName === 'onFormSubmitted') lead(e.data.id || 'form');
     });
     // Newer embed (hs-form-frame): HubSpot fires a page event
     window.addEventListener('hs-form-event:on-submission:success', function (e) {
       lead((e.detail && e.detail.formId) || 'form');
     });
   })();
   </script>

3. Don't use the click trigger

   HubSpot forms often live in an iframe and validate after the click, so Tag Manager's own Form Submission trigger misses or over-counts them. The events above only fire after HubSpot accepts the form.

4. Test it

   In Preview, send a test form. Tag Assistant should show generate_leadCopy with form_idCopy starting hubspot-Copy. Delete the test contact in HubSpot after.

5. Publish

   Publish. Every lead tag on CE - generate_leadCopy now counts HubSpot leads.