Install Bread & Butter on Typeform

Typeform is where your visitors actually tell you who they are, and Bread & Butter connects that to the rest of your visitor data through Google Tag Manager.

In short: because Typeform restricts direct custom code, Bread & Butter connects through Typeform's native Google Tag Manager integration. It shows you who's a genuine prospect, not just a form submission, and folds Typeform activity into the same lead scoring as the rest of your site.

Once it's running, Bread & Butter watches how visitors interact with your Typeform, not just whether they submitted it, and surfaces that alongside everything else a visitor does on your main site, connecting the two into one picture instead of leaving your Typeform traffic as a separate, disconnected audience.

If you're simply embedding a Typeform on your own website, and that website already has Bread & Butter installed, you can skip this guide, the page-level script already covers it. The steps below are for tracking a standalone Typeform (a yourcompany.typeform.com  link shared directly, or a full-page embed).

Frequently asked questions for Typeform

Does this work on any Typeform plan? Typeform's own Help Center states the Google Tag Manager integration requires a Business Typeform account. Typeform does note elsewhere that plan tiers and included features can vary by account, so it's worth confirming directly in your own account if that doesn't match what you see.

Do I need a developer to install this? No. It's a point-and-connect step in Typeform's own Connect panel, not a code paste.

Does this work on any Typeform, or only ones without payment collection? This is an important one: Typeform's own documentation states Google Tag Manager currently cannot be used at all on a form that includes a native Payment field, not just excluded from that one step, GTM won't run on the form at all. If a form takes payment, GTM tracking isn't available for it under this method.

Does this track my native form fields, like Email or Contact Info questions? Yes. GTM-based tracking picks up the same page-level events any GTM setup would.

Bread & Butter Conversion Tools: If you want a dedicated on-site tool to capture emails or identify visitors on the page hosting your Typeform, Bread & Butter also offers its own suite of optional Conversion Tools, floating lead capture forms with one-click social login, content gating for premium assets, and AI-triggered incentive popups, that plug directly into your Bread & Butter account, no separate app required. See our Conversion Tools overview for the full list.

What if my main website and my Typeform run on separate domains? This is common, since a standalone Typeform lives on a typeform.com subdomain by default. Bread & Butter doesn't use cookies, it uses a GDPR-compliant identifier stored locally in the visitor's browser. Install the tracking script on both, and Bread & Butter reconciles the activity into one visitor journey, even across different platforms.

Installation Steps

Step 1: Get your tracking script

  • Log into your Bread & Butter Dashboard
  • Go to Settings > App & Domains
  • Add the subdomain you want to merge with your primary domain account
  • Copy the JavaScript tracking snippet provided (it includes your unique App ID)

Step 2: Add the script to Google Tag Manager

  • In your GTM container, create a new tag named "Bread & Butter Tracking," type Custom HTML
  • Paste the tracking script into the tag
  • Set the trigger to Page View (All Pages)
  • Submit and Publish the container
  • Copy your GTM Container ID (looks like GTM-XXXXXX )

See our full Google Tag Manager installation guide for the general GTM setup steps.

Step 3: Connect Google Tag Manager to your Typeform

  • Open your form in Typeform
  • Go to the Connect tab
  • Search for and connect the Google Tag Manager integration
  • Paste your GTM Container ID and Save
  • Make sure cookie consent is enabled on your form (gear icon in the Content panel), Typeform requires respondents to accept cookies for GTM tags to fire

Step 4: Confirm it's working

  • Open your live Typeform in a new browser or incognito window
  • Return to your Bread & Butter Dashboard and confirm visitor data is coming in

Troubleshooting: If data isn't showing up, double-check that your App ID in the script matches your dashboard, confirm the GTM integration shows as connected on the form's Connect tab, and confirm your yourcompany.typeform.com  URL is listed under Settings > Advanced Settings > Website Domains. If your form includes a Payment field, remember GTM won't fire on that form at all, this is a Typeform limitation, not a Bread & Butter one.

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