How to Track Quiz Funnel Events and Push Data to Google Tag Manager

Introduction

Quiz funnels are one of the most powerful lead generation tools in digital marketing. They engage visitors, collect valuable first-party data, and help you understand your audience’s needs, all while qualifying leads and maximizing conversion rates.

But here’s the problem: without proper tracking, you’re flying blind.

You might be collecting leads and sending them over to lead distribution platforms like LeadsPedia or LeadProsper, but do you actually know which quiz questions resonate most? Where your users drop off? Which answer combinations indicate high-intent leads that buyers will actually accept? And most importantly, are you leveraging this goldmine of data to build laser-targeted audiences for your Facebook and Google ad campaigns?

That’s where Google Tag Manager (GTM) and the DataLayer come in.

At LanderLab, our users have built thousands of high-converting landing pages and quiz funnels across different industries. One question we hear repeatedly is: “How do I track my quiz and use that data for better advertising and higher-quality leads?”

In this guide, you’ll learn exactly how to implement quiz funnel tracking using GTM and the DataLayer.

We’ll cover:

• What the DataLayer is and why it’s essential for quiz tracking
• The key events you should track in every quiz funnel
• Step-by-step implementation with code examples
• How to configure GTM to capture and distribute your quiz data
• Real-world scenarios for using this data to improve lead quality and ad targeting

DataLayer vs GTM: What’s the Difference?

Before we dive in, let’s clarify these two components:

DataLayer = The Messenger

The dataLayer is a JavaScript array that stores data about user actions on your page:

dataLayer.push({
  'event': 'quiz_step_view',
  'step_name': 'Personal Information'
});

GTM = The Distributor

Google Tag Manager listens to the DataLayer and sends that data to Facebook, Google Ads, Analytics, and other platforms.

Think of it this way:

DataLayer speaks -> GTM listens -> GTM tells Facebook, Google, etc.

You need both working together. The DataLayer without GTM is useless, the data just sits there. GTM without a DataLayer has nothing to listen to.

The Two Events to Track

For quiz funnels, focus on these two events:

1. Quiz Step View

Fires when a user views each step.

Why track it:

• Identify drop-off points
• Build retargeting audiences (e.g., “viewed 3+ steps but didn’t complete”)
• Measure engagement depth
• Score lead quality based on progression

2. Quiz Submit

Fires when a user submits the quiz.

Why track it:

• Track actual conversions
• Capture all quiz submits for segmentation
• Send rich data to lead buyers (higher acceptance rates)

Step 1: Install Google Tag Manager in LanderLab

LanderLab makes GTM integration incredibly simple with direct built-in support.

Create GTM Account

1. Go to tagmanager.google.com
2. Create a container (or use existing)
3. Get your Container ID (e.g., GTM-XXXXXX)

Add GTM to Your LanderLab Quiz

Instead of manually adding code snippets, LanderLab has a built-in GTM integration:

1. In LanderLab, go to Landing Page Settings
2. Click on Pixels
3. Find the Google Tag Manager section
4. Enter your GTM Container ID (e.g., GTM-XXXXXX)
5. Save Settings

That’s it! LanderLab automatically handles all the GTM installation code for you. No manual code placement required.

Step 2: Implement Quiz Event Tracking

LanderLab fires specific JavaScript events that you can listen to and push to the DataLayer.

Reference: LanderLab Quiz Events API

Track Quiz Step Views

Add this code to your quiz page (in Code Editor, Settings -> Custom Code or via GTM):

window.addEventListener('ll-quiz-step-view', (event) => {
  const { quizId, stepId, stepName } = event.detail;
    
    if (window.dataLayer) {
        window.dataLayer.push({
            'event': 'll_quiz_step_view',
            'quiz_id': quizId,
            'step_id': stepId,
            'step_name': stepName
        });
    }
});

What this code does:

• Listens for LanderLab’s ll-quiz-step-view event
• Extracts quiz and step information
• Pushes it to the DataLayer with event name ll_quiz_step_view

Track Quiz Submissions

window.addEventListener('ll-quiz-submit', (event) => {
    const { quizId, stepId, stepName, fieldsSimple } = event.detail;
    
    if (window.dataLayer) {
        window.dataLayer.push({
            'event': 'll_quiz_submit',
            'quiz_id': quizId,
            'step_id': stepId,
            'step_name': stepName,
            'submitted_data': fieldsSimple,
            'timestamp': new Date().toISOString()
        });
    }
});

What this code does:

• Listens for LanderLab’s ll-quiz-submit event
• Captures all submitted data and quiz information
• Pushes it to the DataLayer with event name ll_quiz_submit
• Includes the complete form data in fieldsSimple (e.g., { Name: ‘John’, Email: ‘[email protected]’, Zip: ‘12345’ })
• Adds a timestamp for tracking submission time

Step 3: Configure Google Tag Manager

Now that data is flowing into the DataLayer, we need to configure GTM to capture it and send it to your tracking platforms.

Create DataLayer Variables

Variables in GTM extract specific pieces of data from the DataLayer so you can use them in your tags.

In GTM Dashboard:

1. Go to Variables in the left sidebar
2. Scroll down to User-Defined Variables
3. Click New

Create these 5 variables:

Variable Name	Variable Type	Data Layer Variable Name
DL – Quiz ID	Data Layer Variable	quiz_id
DL – Step ID	Data Layer Variable	step_id
DL – Step Name	Data Layer Variable	step_name
DL – Submitted Data	Data Layer Variable	submitted_data
DL – Timestamp	Data Layer Variable	timestamp

For each variable, click New → select Data Layer Variable → enter the names from the table above → Save.

When you’re done, you should have 5 variables created.

Create Triggers

Triggers tell GTM when to fire your tags. We need two triggers – one for step views and one for quiz submissions.

Trigger 1: Quiz Step View

1. Go to Triggers in the left sidebar
2. Click New
3. Click on the trigger configuration area
4. Select Custom Event as the trigger type
5. Trigger Configuration:
   • Event name: ll_quiz_step_view
   • This trigger fires on: All Custom Events
6. Name your trigger: LL Quiz Step View
7. Click Save

Trigger 2: Quiz Submit

1. Click New again to create another trigger
2. Click on the trigger configuration area
3. Select Custom Event as the trigger type
4. Trigger Configuration:
   • Event name: ll_quiz_submit
   • This trigger fires on: All Custom Events
5. Name your trigger: LL Quiz Submit
6. Click Save

Create Tags for Facebook Pixel

Now we’ll create tags that send your quiz data to Facebook. Make sure you have Facebook Pixel already installed on your page (either through LanderLab’s Pixels settings or GTM).

Tag 1: Facebook Pixel – Quiz Step View

1. Go to Tags in the left sidebar
2. Click New
3. Click on the tag configuration area
4. Select Custom HTML
5. HTML code:

<script>
  fbq('track', 'ViewContent', {
    content_name: {{DL - Quiz ID}},
    content_category: 'quiz_step',
    content_ids: [{{DL - Step ID}}],
    step_name: {{DL - Step Name}}
  });
</script>

6. Click on Triggering
7. Select the trigger: LL Quiz Step View
8. Name your tag: Facebook Pixel – Quiz Step View
9. Click Save

What this does: Every time a user views a quiz step, Facebook Pixel fires a ViewContent event with the quiz and step information. This allows you to build audiences of users based on how far they progressed.

Tag 2: Facebook Pixel – Quiz Submit (Lead Event)

1. Click New to create another tag
2. Click on the tag configuration area
3. Select Custom HTML
4. HTML code:

<script>
  fbq('track', 'Lead', {
    content_name: {{DL - Quiz ID}},
    content_category: 'quiz_completion',
    value: 10.00,
    currency: 'USD'
  });
</script>

5. Click on Triggering
6. Select the trigger: LL Quiz Submit
7. Name your tag: Facebook Pixel – Quiz Submit
8. Click Save

What this does: When a user submits your quiz, Facebook Pixel fires a Lead event. This is your main conversion event for optimization. Adjust the value field to match your average lead value.

Accessing Individual Form Fields (Optional)

Thesubmitted_data contains all form fields as an object like { Name: ‘John’, Email: ‘[email protected]’, Zip: ‘12345’ }. To access specific fields (like Zip code for geo-targeting or email for custom parameters), you need to create Custom JavaScript variables in GTM.

Example: Extract Zip Code from submitted data

1. In GTM, go to Variables → User-Defined Variables → New
2. Click on the variable configuration area
3. Select Custom JavaScript
4. Custom JavaScript code:

function() {
  const data = {{DL - Submitted Data}};
  return data && data.Zip;
}

5. Name your variable: DL – Submitted Zip
6. Click Save

Use it in your Facebook tag:

<script>
  fbq('track', 'Lead', {
    content_name: {{DL - Quiz ID}},
    content_category: 'quiz_completion',
    zip_code: {{DL - Submitted Zip}},
    value: 10.00,
    currency: 'USD'
  });
</script>

You can create similar variables for any field in your quiz

Create Tags for Google Analytics 4

Now let’s set up GA4 tracking. You’ll need your GA4 Measurement ID (looks like G-XXXXXXXXXX).

Tag 3: GA4 Configuration Tag (Base Tag)

First, create a base configuration tag if you don’t have one already:

1. Go to Tags → New
2. Click on the tag configuration area
3. Select Google Analytics: GA4 Configuration
4. Measurement ID: Enter your GA4 Measurement ID (e.g., G-XXXXXXXXXX)
5. Click on Triggering
6. Select All Pages
7. Name your tag: GA4 Configuration
8. Click Save

Note: If you already have a GA4 Configuration tag in GTM, skip this step.

Tag 4: GA4 – Quiz Step View

1. Click New to create a new tag
2. Click on the tag configuration area
3. Select Google Analytics: GA4 Event
4. Configuration Tag: Select your GA4 Configuration tag from the dropdown
5. Event Name: quiz_step_view
6. Event Parameters: Click “Add Row” for each parameter:
   • Parameter Name: quiz_id | Value: {{DL – Quiz ID}}
   • Parameter Name: step_id | Value: {{DL – Step ID}}
   • Parameter Name: step_name | Value: {{DL – Step Name}}
7. Click on Triggering
8. Select the trigger: LL Quiz Step View
9. Name your tag: GA4 – Quiz Step View
10. Click Save

Tag 5: GA4 – Quiz Submit (Lead Generation)

1. Click New to create another tag
2. Click on the tag configuration area
3. Select Google Analytics: GA4 Event
4. Configuration Tag: Select your GA4 Configuration tag
5. Event Name: generate_lead
6. Event Parameters: Click “Add Row” for each parameter:
   • Parameter Name: quiz_id | Value: {{DL – Quiz ID}}
   • Parameter Name: step_name | Value: {{DL – Step Name}}
   • Parameter Name: value | Value: 10 (adjust to your lead value)
   • Parameter Name: currency | Value: USD
7. Click on Triggering
8. Select the trigger: LL Quiz Submit
9. Name your tag: GA4 – Quiz Submit
10. Click Save

Why use generate_lead ? This is a recommended event in GA4 for lead generation. It will automatically appear in your conversion reports and can be used for optimization in Google Ads.

Step 4: Test Your Setup

Before publishing, you need to test everything to make sure it works correctly.

Test in GTM Preview Mode

1. In GTM, click the Preview button in the top right corner
2. Enter your LanderLab quiz URL in the “Your website’s URL” field
3. Click Connect
4. Your quiz page will open in a new tab with a GTM debug panel at the bottom

Test Quiz Step View Event

1. Progress through your quiz to the next step
2. In the GTM debug panel, look for ll_quiz_step_view in the event list
3. Click on it to see details
4. Verify:
   • The event fired
   • Variables are populated with correct values (quiz_id, step_id, step_name)
   • Tags fired: Facebook Pixel – Quiz Step View and GA4 – Quiz Step View

Test Quiz Submit Event

1. Complete your quiz and submit it
2. In the GTM debug panel, look for ll_quiz_submit in the event list
3. Click on it to see details
4. Verify:
   • The event fired
   • Variables contain the submitted data
   • Tags fired: Facebook Pixel – Quiz Submit and GA4 – Quiz Submit

Verify in Facebook Events Manager

1. Go to Facebook Events Manager
2. Select your pixel
3. Go to Test Events tab
4. Enter your quiz URL to start testing
5. Complete quiz steps and verify you see:
   • ViewContent events firing as you progress
   • Lead event firing on submission
   • Event parameters showing correctly (quiz_id, step_name, etc.)

Verify in Google Analytics 4

1. Go to your GA4 property
2. Navigate to Reports → Realtime
3. Complete quiz steps on your site
4. In Realtime report, verify you see:
   • quiz_step_view events appearing
   • generate_lead event when you submit
   • Event parameters populated correctly

If everything is working: Go back to GTM and click Submit to publish your container changes. Add a version name like “Quiz Tracking Setup” and description, then click Publish.

Real-World Use Cases

Use Case 1: Retarget Engaged Users

Problem: Users start your quiz but don’t complete it.

Solution: Create a Facebook Custom Audience of users who viewed 2+ quiz steps in the last 7 days, exclude quiz submitters, and show them completion-focused ads.

Result: Recover 20-30% of abandoners at 50% lower CPA than cold traffic.

Use Case 2: Build High-Quality Lookalikes

Problem: Your cold traffic CPL is too high.

Solution: Create a Custom Audience of quiz completers who converted, then build a Lookalike Audience from this seed.

Result: 2-3x better conversion rates than interest-based targeting.

Use Case 3: Segment by Answer Patterns

Problem: All leads aren’t equal, buyers pay more for qualified leads.

Solution: Track answer combinations to identify high-intent vs low-intent leads and create separate campaigns for each segment.

Result: Increase accepted lead rate by 40%+, command higher payouts.

Use Case 4: Exclude Converters

Problem: Wasting budget showing quiz ads to people who already completed.

Solution: Create an audience of quiz submitters and exclude them from acquisition campaigns.

Result: Reduce wasted spend by 15-25%.

Conclusion

Proper quiz funnel tracking transforms your lead generation from guesswork into a data-driven system.

By implementing GTM and DataLayer tracking with LanderLab, you:

• Understand exactly where users drop off and why
• Build highly targeted audiences based on actual quiz behavior
• Improve lead quality and acceptance rates
• Scale campaigns profitably with better data
• Prove ROI with accurate attribution

The setup takes 1-2 hours, but the payoff is massive-lower CPAs, higher lead quality, and the ability to optimize every step of your quiz funnel.

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Need help? Check out the LanderLab Quiz Events documentation or reach out to our support team.

Ready to build high-converting quiz funnels with built-in GTM tracking? Start your free LanderLab trial today.