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Custom Trigger
GA4 Event Tag
LinkedIn Insight Tag
Meta Pixel
Conversion Action
Event Parameter
Custom Variable
Trigger Condition
Google Ads Tag
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Custom Trigger
GA4 Event Tag
LinkedIn Insight Tag
Meta Pixel
Conversion Action
Event Parameter
Custom Variable
Trigger Condition
Google Ads Tag
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Paid Search
Conversion Fun Zone

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Every card shows the exact GTM Tag · Trigger · Variable setup needed to track it.

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Bottom of Funnel

High-Intent Macro Conversions

Direct pipeline triggers. Each fires a dataLayer event that drives Google Ads, GA4, LinkedIn and Meta conversion tracking simultaneously.

1. Request a Demo

Primary B2B macro-conversion · Highest intent signal

dataLayer
Tag
Trigger
Variable
dataLayer.push({
  'event': 'demo_request',
  'conversion_type': 'macro',
  'funnel_stage': 'bofu',
  'form_name': 'demo_request_v2',
  'user_email': dlv('email'), // hashed
  'company_size': dlv('company_size')
});
Tag 1GA4 Event
Event Namedemo_request
Tag 2LinkedIn Conversion
Conversion ID12345678
Tag 3Google Ads Conversion
Conversion LabelAbCdEfGhIj
Tag 4Meta Pixel Event
Standard EventSchedule
Trigger TypeCustom Event
Event Namedemo_request
ConditionEvent equals demo_request
Fire OnAll Custom Events
Variable TypeData Layer Variable
conversion_typeDLV → conversion_type
funnel_stageDLV → funnel_stage
form_nameDLV → form_name
company_sizeDLV → company_size

2. Book Consultation

Direct pipeline entry · Sales-qualified lead signal

dataLayer
Tag
Trigger
Variable
dataLayer.push({
  'event': 'consultation_booked',
  'conversion_type': 'macro',
  'consultation_topic': dlv('topic'),
  'preferred_date': dlv('date'),
  'lead_score': 90
});
Tag 1GA4 Event
Event Nameconsultation_booked
Tag 2Google Ads Conversion
Conversion Value500 USD
Tag 3LinkedIn Conversion
Event TypeBookAppointment
Trigger TypeCustom Event
Event Nameconsultation_booked
ConditionEvent = consultation_booked
consultation_topicDLV → consultation_topic
preferred_dateDLV → preferred_date
lead_scoreDLV → lead_score

3. Free Trial

Product-led growth trigger

dataLayer
Tag
Trigger
Variable
dataLayer.push({
  'event': 'free_trial_started',
  'trial_type': '14_day',
  'acquisition_source': dlv('utm_source')
});
Tag 1GA4 Event
Event Namefree_trial_started
Tag 2Meta Pixel
Standard EventStartTrial
Trigger TypeCustom Event
Event Namefree_trial_started
trial_typeDLV → trial_type
utm_sourceURL Parameter → utm_source

4. Contact Us

Direct prospect inquiry form

dataLayer
Tag
Trigger
Variable
dataLayer.push({
  'event': 'contact_form_submitted',
  'form_location': dlv('page_path'),
  'conversion_type': 'macro'
});
Tag 1GA4 Event
Event Namecontact_form_submitted
Tag 2LinkedIn Conversion
TypeLead
Trigger TypeCustom Event
Event Namecontact_form_submitted
form_locationJS → window.location.pathname

5. Direct Call

Mobile click-to-call intent signal

dataLayer
Tag
Trigger
Variable
dataLayer.push({
  'event': 'phone_call_click',
  'click_element': 'tel_link',
  'phone_number': '+18005550199'
});
Tag 1GA4 Event
Event Namephone_call_click
Tag 2Google Ads Conversion
TypePhone Call Conversion
Trigger TypeClick – Just Links
ConditionClick URL starts with tel:
⚠ NoteNo Custom Event needed – use Click trigger
Built-in VariableClick URL
EnableGTM → Variables → Configure → Click URL
Middle of Funnel

Lead Generation & Qualification

Micro-to-macro conversion bridge. High engagement signals that feed nurture sequences and audience lists.

6. Gated Content

Exchange resource for email

dataLayer
Tag
Trigger
Variable
dataLayer.push({
  'event': 'whitepaper_downloaded',
  'content_title': dlv('asset_name'),
  'content_type': 'whitepaper',
  'funnel_stage': 'mofu'
});
Tag 1GA4 Event
Event Namewhitepaper_downloaded
Tag 2LinkedIn Conversion
TypeDownload
Trigger TypeCustom Event
Event Namewhitepaper_downloaded
content_titleDLV → content_title
content_typeDLV → content_type
TipUse for GA4 Audiences

7. Webinar Reg

High-engagement event tracking

dataLayer
Tag
Trigger
Variable
dataLayer.push({
  'event': 'webinar_registered',
  'webinar_title': 'Mastering B2B Paid',
  'webinar_date': dlv('session'),
  'funnel_stage': 'mofu'
});
Tag 1GA4 Event
Event Namewebinar_registered
Tag 2LinkedIn Conversion
TypeRegistration
Trigger TypeCustom Event
Event Namewebinar_registered
webinar_titleDLV → webinar_title
webinar_dateDLV → webinar_date

8. Live Chat

Real-time engagement capture

dataLayer
Tag
Trigger
Variable
dataLayer.push({
  'event': 'live_chat_started',
  'chat_trigger': 'user_initiated',
  'page_path': dlv('page_path')
});
Tag 1GA4 Event
Event Namelive_chat_started
NoteOften fired by chat widget's own API
Trigger TypeCustom Event
Event Namelive_chat_started
AltIntercom / Drift webhook → GTM
page_pathJS → window.location.pathname
Top of Funnel

Micro-Conversions & Audience Building

Seed your remarketing pools. These signals power smart bidding and lookalike audiences at scale.

9. Newsletter Sub

Top-of-funnel nurturing signal

dataLayer
Tag
Trigger
Variable
dataLayer.push({
  'event': 'newsletter_subscribed',
  'subscription_source': dlv('page_path'),
  'funnel_stage': 'tofu'
});
Tag 1GA4 Event
Event Namenewsletter_subscribed
Tag 2Meta Pixel
Standard EventSubscribe
TipUse for Lookalike Audience seed
Trigger TypeCustom Event
Event Namenewsletter_subscribed
subscription_sourceJS → window.location.pathname
funnel_stageConstant Variable → 'tofu'

10. Mailto Link

Capture bypass-form email intents

dataLayer
Tag
Trigger
Variable
dataLayer.push({
  'event': 'email_link_click',
  'click_element': 'mailto_link',
  'email_address': 'emre@...'
});
Tag 1GA4 Event
Event Nameemail_link_click
Trigger TypeClick – Just Links
ConditionClick URL starts with mailto:
⚠ NoteEnable Click URL built-in variable first
Built-in VariableClick URL
Click TextClick Text (built-in)
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