BlogGravity Forms Merge Tags Explained: Unlock Dynamic Content with Modifiers

Merge tags in Gravity Forms are one of the most powerful tools for dynamically displaying submitted values across confirmations, notifications, and post content. In this guide, you’ll learn the Gravity Forms merge tag modifiers that change what a merge tag outputs, and when each one works.

But to truly master them, you need to go beyond just inserting a basic tag. You need to understand how field types influence behavior, when modifiers are supported, and why some outputs work in specific contexts while others don’t. This article breaks that down in a practical, experience-based way. No fluff, no assumptions just clear explanations and real insights based on hands-on testing.

What Are Gravity Forms Merge Tags?

Merge tags are shortcodes that let you pull in form data dynamically. For example, if you have a name field with the ID 1, using {Name:1} will output whatever the user typed into that field. You can insert these tags into confirmation messages, notification emails, or even post content templates.

Once you understand the basics, Gravity Forms merge tag modifiers help you control what gets displayed in different contexts.

Merge tags are automatically generated via the merge tag button above the Gravity Forms message editors, but they can also be written manually. Knowing how they work under the hood gives you more control, especially when modifiers come into play.

In this guide, you’ll learn how merge tags in Gravity Forms work and when modifiers change the output.

Gravity Forms Merge Tag Syntax: Anatomy of a Tag

A typical merge tag looks like this:

{Field Label:ID}

This simple format is the foundation of merge tags in Gravity Forms, whether you’re using confirmations, emails, or post fields.

This syntax is also where Gravity Forms merge tag modifiers attach, so the same field can output different values when needed.

Let’s say your dropdown field is labeled “Service Type” and has the ID 6. The basic merge tag would be:

{Service Type:6} – outputs the choice text by default.

If you want to force Gravity Forms to return the stored value instead of the label, you can use the :value modifier:

{Service Type:6:value} → outputs the stored value (only if Enable values is set)

You can also explicitly reference the label, although it’s not always necessary for confirmations:

{Service Type:6:label} → outputs the field label (example: “Service Type”)

You can also use global merge tags like:

• {form_title}
  
• {entry_id}
  
• {ip}
  
• {today}
  
• {user:display_name}
  

These are different from Gravity Forms merge tag modifiers, which change how field values are output.

These don’t require field IDs and work across all forms.

For a full list of global merge tags, visit the Gravity Forms documentation.

Speed Up Merge Tag Work With GravityWP Merge Tags (Free)

If you’re working with a longer form, merge tags can get hard to keep track of. GravityWP Merge Tags (Free) adds a simple admin page where you can view the merge tags for a specific Gravity Form, along with the form information tied to those tags.

It’s a quick way to:

• See the relevant merge tags for a form in one place
  
• Spot available modifiers (when they apply)
  
• Copy and paste tags faster when building confirmations, notifications, or templates
  

This plugin doesn’t change how Gravity Forms works it just makes it easier to find the right merge tag without hunting through fields or guessing tag syntax.

This is where Gravity Forms merge tag modifiers help you control the output without custom code. This is especially helpful when you’re working with lots of Gravity Forms merge tag modifiers across multiple forms.

The Role of Field Types and IDs

Every field you add to a Gravity Form has a unique ID. This ID is used in your merge tags to identify the data you want to output. But field ID alone isn’t enough field type matters just as much.

Not all merge tag modifiers are valid for all field types. For instance, using :price on a single-line text field won’t do anything. Some modifiers, like :label, are context-sensitive. Others, like :img_url, only work with specific fields such as the Image Choice field.

This is why understanding the connection between field type and modifier support is critical. Let’s explore each modifier and which field types they actually work with.

This is the key to using Gravity Forms merge tag modifiers correctly, because each modifier only works in certain contexts.

Gravity Forms Merge Tag Modifiers (Official List)

Below is the official list of Gravity Forms merge tag modifiers, plus notes on where each modifier applies.

:value and :label

• Supported fields: Dropdown, Radio Buttons, Checkboxes, Multi Select
  
• Behavior:
  
  • :value returns the actual value you assign in the field editor
    
  • :label Outputs the Field Label
    
• Use case: Useful when you want to output a user-friendly label in confirmations, while using the internal value for tracking or integration.
  

:price

• Supported fields: Product, Option
  
• Behavior: Returns the unit price of the selected product or option.
  
• Use case: Display pricing details in confirmation messages or emails.
  

:qty

• Supported fields: Product, Option (when quantity is enabled)
  
• Behavior: Returns the selected quantity value.
  
• Use case: Useful when calculating totals or displaying order summaries.
  

:currency

• Supported fields: Pricing fields (Product, Option, Shipping, Total)
  
• Behavior: Appends the appropriate currency symbol to the price.
  
• Use case: When you want to show the formatted amount with currency.
  

If a value looks wrong, it’s usually because the Gravity Forms merge tag modifiers you used don’t match the field type.

:img_url

• Supported fields: Image Choice
  
• Behavior: Outputs the direct URL of the selected image.
  
• Use case: Helpful for building dynamic image displays or using the image in HTML blocks.
  
• Important: Won’t work on Radio Buttons with images. It must be the actual Image Choice field type.

:admin

• Supported fields: Any field with an Admin Label
  
• Behavior: When used with :label, it displays the field’s Admin Label instead of the frontend label.
  
• Syntax: {Field:ID:admin,label}
  
• Use case: Often used internally to keep labels consistent for back-end processing or integrations.
  
• Note: Available from Gravity Forms 2.4.18.7+
  

:id

• Supported fields: Post Category
  
• Behavior: Outputs the selected WordPress category ID.
  
• Use case: Useful when mapping selections to WP category IDs in custom workflows or queries.
  
• Reference: Post Category Field Guide
  

:numeric

• Supported fields: Number, Product, Quantity
  
• Behavior: Strips out commas and formatting. Returns plain numeric value.
  
• Use case: Used for calculations or when exporting data in number-only format.
  

Merge Tags and Field Type Compatibility Table

Not every modifier works everywhere, so it helps to understand how merge tags in Gravity Forms behave by field type.

Use this table as a quick reference when choosing Gravity Forms merge tag modifiers for a specific field type.

Gravity Forms Merge Tags: Real-World Examples

These examples show how Gravity Forms merge tag modifiers change output in confirmations and notifications.

Example 1: Dynamic Confirmation with Price

Thank you for ordering the {T-shirt:3:label}.

Quantity: {T-shirt (Quantity):3.3}

Price per item: {T-shirt (Price):3.2:currency}

Example 2: Show Selected Logo Image

You selected this image: <img src=”{Select a logo:7:img_url}” width=”100″>

This is a practical way to use Gravity Forms merge tag modifiers when you need dynamic output in confirmations.

Example 3: Display Admin Label for Tracking

Internal Log: Field used – {Phone:8:admin,label}

Merge Tag Use Cases Across Gravity Forms

• Confirmations: Tailor messages based on what users entered
  
• Notifications: Personalize email responses
  
• Post Fields: Dynamically populate blog posts or custom post types
  
• PDF Plugins & GravityView: Populate templates or documents
  

Merge tags also power integrations. For example, GravityWP’s Entry to Database add-on works well with field-specific merge tags to route data correctly into a custom table.

If something outputs blank, it’s usually a field-type mismatch with your Gravity Forms merge tag modifiers.

In all of these areas, Gravity Forms merge tag modifiers help you control the exact output without custom code.

Common Gravity Forms Merge Tags Mistakes to Avoid

Most issues happen when Gravity Forms merge tag modifiers are used on unsupported field types or in the wrong order.

• Using modifiers on incompatible field types will result in empty outputs
  
• Forgetting the correct syntax ({Label:ID:modifier}) is a common issue
  
• Using :admin without :label won’t show the Admin Label.
• The :admin modifier only affects label output, so use it like {Field:ID:admin,label} (or {Field:ID:label,admin}) when you want the Admin Label displayed.
  

When Built-In Gravity Forms Merge Tags Aren’t Enough

If you’ve hit formatting limits, Gravity Forms merge tag modifiers can only go so far before you need extended tools.

Gravity Forms includes helpful built-in modifiers (like :value, :label, :price, and :currency), but there are limits. The moment you need more control over formatting or dynamic output, you’ll start wishing merge tags could do more than “print the value.”

GravityWP Advanced Merge Tags extends what you can do with merge tags by adding extra modifiers for common real-world needs, such as:

• Cleaning up text (e.g., trimming and capitalization)
  
• Adjusting output formats (e.g., date formatting)
  
• Securing values (e.g., encryption)
  
• Pulling or transforming values for smarter output across confirmations, emails, PDFs, and workflows
  

If your goal is to keep everything inside Gravity Forms’ normal editors (confirmations/notifications) without custom code, this add-on is the “next step” once you outgrow the default modifier set.

Final Thoughts: How to Master Gravity Forms Merge Tags

Once you understand the basics, Gravity Forms merge tag modifiers let you control output without custom code.

Merge tags are more than placeholders they’re the logic behind dynamic forms. Understanding how field types, modifiers, and tags interact allows you to:

• Build smarter confirmations
  
• Create targeted email notifications
  
• Format data for reports or exports
  

Whenever you’re unsure about a field or modifier, check the official Gravity Forms documentation to see what’s supported. Testing in preview mode is always a good habit.

By sticking to tested combinations and understanding what each modifier is designed for, you’ll unlock a more powerful, responsive form experience for both users and administrators.

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