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Lead Generation
Capture forms, calls and bookings, then send them as conversions everywhere.
For B2B and services sites that turn visitors into leads, not orders.
By the end: You can capture native and embedded lead forms, track calls and downloads, push conversions to the ad platforms, and tie offline outcomes back to the click.
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5 Modules29 LessonsBeginner → IntermediateProgress shared with your courses
- 1Why Plan Before You TagMost tracking problems start before GTM is opened.Read→
- 2From Business Goals To EventsTurn goals into the specific events worth tracking.Read→
- 3The Measurement Plan DocumentWhat the plan contains, and a simple format.Read→
- 4Event Naming ConventionsConsistent names keep reports clean and scalable.Read→
- 5Designing The DataLayer SchemaThe contract between your site and your tags.Read→
- 6The Ecommerce DataLayerThe standard structure GA4 ecommerce expects.Read→
- 7Writing A Tagging Spec For DevelopersTurn the plan into instructions a developer can implement.Read→
- 8Form SubmissionA newsletter form that emits a form_submit event, capture the lead without losing it.Intermediate→
- 9Form Start & SubmitFire form_start on first interaction and form_submit on submit.Intermediate→
- 10Multi-Step Form ProgressTrack step_view events across a 3-step wizard.Intermediate→
- 1Typeform SubmissionsListen for Typeform's form-submit / step-change messages and push them.Intermediate→
- 2HubSpot FormsCatch HubSpot's hsFormCallback / onFormSubmitted message and tag it.Intermediate→
- 3Calendly BookingsCapture Calendly's postMessage events (event_scheduled) into the dataLayer.Intermediate→
- 4Intercom ChatHook Intercom's onShow / onHide callbacks into the dataLayer.Intermediate→
- 1Google Ads ConversionsConversion Linker + Google Ads Conversion Tracking, bound to your conversion event.Intermediate→
- 2Microsoft Ads (Bing) UETInstall the Microsoft UET tag template and fire a conversion goal.Intermediate→
- 3Meta PixelUse Meta's official GTM template and map standard events from your dataLayer.Intermediate→
- 4LinkedIn Insight TagInstall the LinkedIn Insight Tag 2.0 template with your Partner ID.Intermediate→
- 5X (Twitter) PixelInstall the X Pixel / Universal Website Tag and fire conversion events.Intermediate→
- 1What Offline Conversion Tracking IsClosing the gap between the click and the real outcome.Read→
- 2Click IDs Are The KeyThe identifier that links an outcome to an ad click.Read→
- 3Capturing And Storing The Click IDFrom landing page to hidden field to CRM.Read→
- 4Importing Conversions BackSending the offline outcome to the ad platform.Read→
- 5Enhanced Conversions For LeadsMatching on hashed data when there is no click ID.Read→
- 6The Conversions API PathSending conversions server-to-server.Read→
- 7Measuring And ReconcilingAttribution, lag and data quality.Read→
- 8Login & User_IdSet a user_id and fire a login event for cross-device tracking.Intermediate→