Google Tag Manager Conversion Tracking Setup

If you’re using Google Tag Manager (GTM) with Conversion Bridge, you can track form submissions, purchases, product views, and other conversion events by listening for custom events pushed to the dataLayer. This gives you full control over how and when events are sent to Google Analytics 4 (GA4) and other platforms but at the expense of requiring a lot of additional setup because GTM doesn’t automatically recognize custom events.

The Default method is the preferred integration method as this embeds just GA4 and sends conversions directly to it without the need for these additional GTM setup steps.

Here are the additional steps needed to track a custom event in GTM which will need to be repeated for every custom event type you want to track:

Step 1: Enable GTM in Conversion Bridge

In the Conversion Bridge settings:

• Go to the Tracking Method section
• Choose Google Tag Manager

This ensures all event data is sent to dataLayer.push() instead of GA4 directly.

Step 2: Add a Custom Event Trigger in GTM

For every event you want GTM to listen for (like form_submit, view_item, begin_checkout, or purchase), you need to set up a custom trigger.

1. Go to your GTM dashboard
2. Click Triggers
3. Click New
4. Choose Trigger Type: Custom Event
5. In Event name, enter the name exactly as it’s used in Conversion Bridge (e.g., form_submit)
6. Under This trigger fires on, choose:
   • All Custom Events (to catch every event of this type)
   • or use conditions like form_id equals 1 if you want to narrow it
7. Save the trigger (e.g., name it “CB – Form Submit”)

Step 3: Create Tags for GA4

Now create the tag that will fire when the event happens.

1. Go to Tags > New
2. Choose Tag Type: GA4 Event
3. Select your GA4 Configuration Tag (must already exist)
4. Set the Event Name (e.g., form_submit, purchase, etc.)
5. In Event Parameters, map values from the data layer as needed:
   • id → id
   • title → title
   • value → value
6. Attach the Custom Event Trigger from Step 2
7. Save the tag

Step 4: Test in GTM Preview Mode

1. Click Preview in GTM
2. Visit your site and trigger the event (e.g., submit a form)
3. In the Tag Assistant window, look for the event name (e.g., form_submit) in the left panel
4. Click the event and confirm your tag fired correctly

Notes and Tips

• If events are firing in the console but not in GTM: make sure your trigger is listening for the exact event name
• You can add multiple Custom Event triggers if you want to track more types of events
• Use GTM’s built-in variables or create new Data Layer Variables to access values like id (form ID), title (form title/name), value, etc.