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The Secret Setups
The tracking setups agencies charge for, written out step by step. Build a proper dataLayer, push every lead, call, booking and sale into it, and send them to Google, Meta, TikTok, LinkedIn, Microsoft, Pinterest and X through Google Tag Manager. Every snippet has a Copy button, and every guide is checked against the platform's own help pages each week.
How to build a dataLayer for lead tracking
Set up a clean dataLayer that every tag reads from: one generate_lead event with the form, the lead type and a value, so GA4, Google Ads and Meta all count the same leads.
30 minutes · 8 steps · Checked 28 October 2026
2. dataLayerHow to track any form submission with the dataLayer
One small script that pushes generate_lead for every successful form on your site, including forms that send without reloading the page.
20 minutes · 7 steps · Checked 28 October 2026
3. Google Tag ManagerHow to track phone and email clicks in Tag Manager
Count every tap on your phone number and email address as a lead in GA4 and Google Ads, with the number or address that was used.
15 minutes · 7 steps · Checked 28 October 2026
4. FormsHow to capture GCLID and UTMs in hidden form fields
Save the Google click ID and campaign tags when someone lands, and send them with the form, so your CRM knows which ad every lead came from.
25 minutes · 6 steps · Checked 28 October 2026
5. Google Analytics 4How to send GA4 lead events and key events through Tag Manager
Set up the Google tag and a generate_lead event in Tag Manager, register its details as custom dimensions, and mark it as a key event GA4 and Google Ads can use.
25 minutes · 7 steps · Checked 28 October 2026
6. Google Analytics 4How to set up the GA4 ecommerce dataLayer
Push view_item, add_to_cart, begin_checkout and purchase in the format GA4 expects, and send them with one tag, so revenue, products and checkout drop-off all show in GA4.
45 minutes · 8 steps · Checked 28 October 2026
7. Consent ModeHow to set up Consent Mode v2 in Google Tag Manager
Start every visit with Google's storage denied, switch it on when people accept your cookie banner, and keep Google Ads and GA4 modelling the rest. Needed for ads to UK and EU users.
30 minutes · 7 steps · Checked 28 October 2026
8. Google AdsHow to set up Google Ads Enhanced Conversions for leads in Tag Manager
Send a hashed email with your lead conversion so Google Ads can match more leads to ads (especially on iPhones and across devices), using the dataLayer and Tag Manager.
30 minutes · 7 steps · Checked 28 October 2026
9. Google AdsHow to import offline conversions into Google Ads from your CRM
Tell Google Ads which leads became customers, using the GCLID saved with each lead, so bidding learns from sales instead of form fills.
40 minutes, then 10 minutes a week · 6 steps · Checked 28 October 2026
10. MetaHow to send Meta Pixel events through Google Tag Manager
Load the Meta Pixel once, send Lead and Purchase from your dataLayer with an event ID, and have it ready for the Conversions API to match.
25 minutes · 7 steps · Checked 28 October 2026
11. MetaHow to set up the Meta Conversions API with event deduplication
Send leads to Meta from your server as well as the browser, using the same event ID, so Meta counts every lead once, even when ad blockers or iPhones hide the pixel.
40 minutes · 7 steps · Checked 28 October 2026
12. TikTokHow to send TikTok Pixel events through Google Tag Manager
Install the TikTok Pixel through Tag Manager and send SubmitForm, Contact and CompletePayment from your dataLayer, with an event ID ready for the Events API.
20 minutes · 6 steps · Checked 28 October 2026
13. LinkedInHow to track LinkedIn conversions with the Insight Tag in Tag Manager
Install the LinkedIn Insight Tag and fire an event-specific conversion when a lead arrives, so LinkedIn Ads can count and optimise for real form fills.
20 minutes · 6 steps · Checked 28 October 2026
14. Microsoft AdsHow to set up Microsoft Ads UET events in Tag Manager
Install the Microsoft Advertising UET tag through Tag Manager, send lead and purchase events from your dataLayer, and turn on UET consent mode.
20 minutes · 6 steps · Checked 28 October 2026
15. PinterestHow to send Pinterest Tag events through Google Tag Manager
Install the Pinterest Tag through Tag Manager and send lead, signup and checkout events from your dataLayer, with event IDs ready for the Pinterest Conversions API.
20 minutes · 6 steps · Checked 28 October 2026
16. X (Twitter)How to track X (Twitter) Pixel conversion events in Tag Manager
Install the X Pixel through Tag Manager and fire an X conversion event when a lead arrives, so X Ads counts and optimises for leads.
15 minutes · 5 steps · Checked 28 October 2026
17. CalendlyHow to track Calendly bookings in the dataLayer
Listen for Calendly's booking message from the embedded calendar and push it into the dataLayer as a lead, so every platform counts booked calls.
15 minutes · 5 steps · Checked 28 October 2026
18. HubSpotHow to track HubSpot form submissions in the dataLayer
Catch HubSpot's form submitted event, for both the new and the older embed, and push it into the dataLayer as a lead.
15 minutes · 5 steps · Checked 28 October 2026
19. ShopifyHow to send Shopify checkout events to Tag Manager with a custom pixel
Use Shopify's Customer Events to load Tag Manager and push GA4-format ecommerce events, including purchase from the checkout, where theme code can't reach.
30 minutes · 6 steps · Checked 28 October 2026
20. Google Analytics 4How to set up GA4 cross-domain tracking
Keep one visit as one visitor when people move between your site and your booking, shop or checkout domain, so leads and sales are credited to the right source.
15 minutes · 6 steps · Checked 28 October 2026
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