Monday.com Conversion Tracking – How to Make It Work

I can't believe how difficult Monday.com makes it for us marketers. It's an incredible tool for project management, a true all-rounder that revolutionizes team collaboration. Over 245,000 clients trust it – from startups to large enterprises. Many base their entire business process on it.

Sounds great, right? Easy for everyone. Except for marketing. Because Monday.com makes it incredibly difficult to track data related to customer acquisition. As marketers, we often can't throw out the entire project planning structure of our company just to track who we're acquiring with our marketing efforts. But guess what? There's a way! It's not a direct path, as Monday.com makes it tough. But it works. This article primarily focuses on tracking Google Ads conversions and continuing to track them in Monday.com – that's especially important for initial inquiries, where the success of the conversion is only decided later on the Monday.com process.

Prior knowledge of Google Tag Manager, Google Ads, and enhanced conversions is assumed.

The Monday.com Drama

Let's imagine an event management company uses Monday.com for all their event handling. Naturally, they embed a Monday.com event inquiry form on their website. The marketing team decides to run Google Ads for summer corporate parties. Sounds like a plan, right? Now come the problems:

The Iframe Dilemma: The form is an iframe. This makes it incredibly challenging to track entered data, button clicks, or form submissions. It's like a window to another website over which we have no control.

The Sluggish Thank-You Page: The common solution is a redirect to a thank-you page after submission. But with Monday.com, this redirect takes... forever. Many users close the window before the thank-you page even appears to trigger the conversion event. Goodbye, Google Ads conversions! A massive loss of valuable data.

The Quality Question: Even if a conversion is tracked, you're faced with the next puzzle: Which of the hundred daily event inquiries actually came from advertising? Was it the inquiry with a budget of 50 Euros that ultimately yields nothing? Or the crucial event with a large four-digit sum? You have no idea which of your marketing efforts are truly profitable.

So, you need a way to reliably track website form submissions and follow up on inquiries in Monday.com to identify whether qualified leads are coming through advertising.

1. Step: Pimp Your Google Ads with UTM Parameters

First, I'll explain how to equip your Google Ads with UTM parameters and send this information along with inquiries to Monday.com. This way, you'll always know which inquiry is linked to which ad. UTM parameters are small code snippets you append to your landing page URL. They provide valuable information about where traffic comes from (source, medium, campaign, keyword, etc.).

Example Link with UTM Parameters: https://www.your-website.com/inquiry utm_source=google&utm_medium=cpc&utm_campaign=summer_corporate_parties

If you need help to add UTM Parameters to your Google Ads, the following video should help you out

2. Step: Use Jotform as Your Conversion Hub

Monday.com forms can redirect customers to a thank-you page on your site after they've filled out the form, but the redirect takes so long that many customers close the window before the redirect happens. And the worst part: even if the redirect works, you don't know if the customer who filled out the form submitted a successful inquiry or one that won't lead to a conversion. So, you can't track further in Monday.com. Here's a method that truly works:

1. Create a Jotform Account: Yes, you'll need an additional service. But it's worth it.
2. Rebuild the Same Form in Jotform: Recreate the exact form you have on Monday.com in Jotform.
3. Insert a UTM Link Field: To automatically capture UTM parameters from Google Ads and pass them to Jotform, add a hidden UTM link field to your Jotform form. Here is how you add the field:

Insert two "Short Text" fields into your form and label them precisely with the parameter names found in the URL, as illustrated in the image above.

Ensure the Unique Name of the fields are also the same. These are the actual names used as variables in the URL parameter, as illustrated in the image above.

Hide these fields if you do not want them to show in the preview. To do that, right-click the field, then select Hide.

4. Extend Your Monday.com Form: Expand your existing Monday.com form with a field for the UTM tag. This field will receive the data from Jotform.

4. Connect Monday.com Integration in Jotform: Link the Monday.com integration in Jotform to your Monday.com account. As illustrated in the image below.

5. Select Fields to Transfer: Carefully choose which fields should be transferred from Jotform to Monday.com, including the new UTM field.

6. Redirect Jotform Form to Thank-You Page: Configure your Jotform form to redirect the customer to your thank-you page after submission. Since Jotform is usually much faster with redirects than Monday.com, the conversion will be tracked reliably! 🎉

6. Embed your Jotform: as an iframe on your website.

Step 3: The Script for Seamless UTM Tracking (and Why You Need It)

The final problem: If your customer comes to your website via an ad and then browses various subpages before converting, the UTM link is often lost. This is because the UTM link is not automatically carried over to subpages of your website. To fix this, I've written a script that you can embed on your entire website (preferably in the <head> tag, consistently across all pages). This script ensures that the original UTM link from your ad is carried over to all subpages, regardless of which button a customer clicks.

<script>

if (window.location.search.includes('utm_')) { document.addEventListener('click', function(event){ let aTag = event.target.closest('a'); if (aTag !== null) { // Erlaubte UTM-Parameter const allowedUtms = ['utm_source', 'utm_campaign']; // Parameter, die auf keinen Fall übernommen werden sollen const excludedParams = ['gad_source', 'gad_campaignid', 'gbraid', 'gclid', '_gl']; // Aktuelle URL-Parameter (z. B. ?utm_source=…&utm_campaign=…&gad_source=…&gclid=…& _gl=…) let urlParams = new URLSearchParams(window.location.search); // Parameter des angeklickten -Links (falls im href schon etwas steht) let aParams = new URLSearchParams(aTag.search); // 1) Entferne aus dem Link alle unerwünschten Parameter excludedParams.forEach(function(key) { if (aParams.has(key)) { aParams.delete(key); } }); // 2) Hänge nur die erlaubten UTM-Parameter aus der aktuellen URL an urlParams.forEach(function(value, key) { if (allowedUtms.includes(key) && !aParams.has(key)) { aParams.append(key, value); } }); // 3) Baue die neue href zusammen (Basis bleibt ohne Query-String) let baseHref = aTag.href.split('?')[0]; let newHref = baseHref + '?' + aParams.toString(); aTag.href = newHref; } }); } </script>

The Result

Full Control Over Your Leads in Monday.com With this, you'll always see in Monday.com exactly which Google campaign – and if you wish, which ad – led to your customer's conversion. And the best part: you can continue to track these leads in Monday.com to see if they ultimately lead to success. Plus, form submission conversions will be reliably tracked in Google, as the thank-you page will now load much faster. This workflow might be a small detour, but it solves a huge problem. No more flying blind in marketing! You'll get the data you need to make informed decisions and optimize your marketing spend.