GTM recipes

Importable Google Tag Manager containers that produce one import-ready file per tool and destination, no manual tag building (26 detectors x 6 destinations).

The 2 layers

detect/ (26 recipes, ready to import as-is). Each contains a listener tag that detects one tool's conversion moment (form submitted, meeting booked) and pushes a canonical dataLayer event, plus a custom event trigger on that event and dataLayer variables for the form or booking ID. The event names are listed in ../snippets/README.md and in event-map.json.

send/ (6 templates, need values filled in before import). Each contains the tag that actually records the conversion, wired to a placeholder trigger:

• send/google-ads.json - a Google Ads conversion tag plus a Conversion Linker tag. Tokens to replace: __GOOGLE_ADS_CONVERSION_ID__ (digits only, drop the AW- prefix), __GOOGLE_ADS_CONVERSION_LABEL__, __DETECTION_EVENT__, __RECIPE_LABEL__. It sends no conversion value or currency, so Google Ads falls back to the conversion action's default value. For value-based bidding (Maximize conversion value, tROAS), open the tag after import and fill Conversion Value and Currency Code (a fixed value like 150 and USD, or a dataLayer variable), or add { "type": "TEMPLATE", "key": "conversionValue", "value": "150" } and { "type": "TEMPLATE", "key": "currencyCode", "value": "USD" } to the tag's parameter list before import.
• send/ga4.json - a GA4 event tag. Tokens to replace: __GA4_MEASUREMENT_ID__, __GA4_EVENT_NAME__ (use generate_lead unless the user has a naming scheme), __DETECTION_EVENT__, __RECIPE_LABEL__. It assumes a GA4 tag already runs on the site. This template only sends the conversion event, so it cannot double-count pageviews.

Building a combined recipe (preferred path)

../../scripts/build_recipe.py merges a detect recipe and a send template into ONE importable file with the user's IDs injected:

python3 ../../scripts/build_recipe.py --tool gravity-forms --send google-ads \
    --conversion-id 123456789 --conversion-label AbCdEfGhIj -o import-me.json

If you are an AI agent using this repo: collect the user's IDs first (the setup references in ../../references/ show exactly where each ID lives in each platform's UI), run the script, and hand the user the single output file with these import instructions. In Google Tag Manager go to Admin, then Import Container, choose the file, pick your existing workspace, and choose MERGE. Then Preview to test, and Publish.

No Python available? Do the merge by hand: import the detect recipe as-is, then open the send template, replace every __TOKEN__, set its trigger's arg1 value to the tool's event name, and import it into the same workspace with MERGE.

After import

1. Preview in GTM, submit a test entry, and confirm the custom event fires and the conversion tag fires with it.
2. Publish the workspace. Tags in an unpublished workspace record nothing.
3. If the container already had a Conversion Linker tag, delete the duplicate one the recipe added.
4. The same detectors also ship, under different names, in the ConversionKit toolkit this skill adapts. Install them from one source only, or a site running both can count conversions twice.

Consent and privacy

Every tag in send/ ships with GTM's Additional consent checks set to "Require additional consent for tag to fire" (consentStatus: NEEDED in the JSON):

The Google Ads conversion tag doesn't require ad_user_data or ad_personalization, because measuring a conversion isn't ad personalisation, a visitor who accepts ad cookies but declines personalised ads should still count, and Google's tag applies its own checks for those two types.

The detect listeners themselves stay NOT_SET: they only push a dataLayer event and set no cookies.

What happens with and without a consent setup. These checks read the consent state that a consent management platform (CMP) sets through Google Consent Mode, normally from a tag on the Consent Initialization trigger. Google's consent API treats a consent type nobody has set as granted, and current gtm.js behaves the same way (checked October 2026). So on a site with no consent setup these tags fire, and where a banner sets a default of denied they're held until the visitor accepts. A held tag doesn't replay a conversion that happened before consent.

Base pixels fire on All Pages. When the visitor grants consent after the page has loaded, the base pixel does not retry by itself. Add a second firing trigger on your CMP's consent-update dataLayer event (for example cookie_consent_update) to the base tags so they load as soon as consent arrives.

To change it: in GTM open the tag, then Advanced Settings, then Consent Settings, and choose "No additional consent required" or edit the listed types. To change it before import, edit the tag's consentSettings in the JSON: {"consentStatus": "NOT_NEEDED"}, or NEEDED with a consentType list of {"type": "TEMPLATE", "value": "<consent type>"} items. Google's own tags (Google Ads, Conversion Linker, GA4) also have built-in consent checks, so a site running Consent Mode in advanced mode (cookieless pings before consent) can switch those three to "No additional consent required" and let Consent Mode handle them.

What browser-side recipes cannot do

These recipes fire conversions from the visitor's browser. Ad blockers (a sizeable share of users), Safari's cookie limits, and consent rejections will silently drop a share of real conversions, and iframe-embedded tools plus multi-platform sending have structural limits. For the honest comparison of browser-side against server-side options, read ../../references/server-side.md.

The detection snippets and GTM recipes in this skill are adapted from the open-source ConversionKit conversion-tracking toolkit (MIT), maintained by the team behind Converly ◆, a Verified Partner of this repository. That team contributed them here under the same MIT license, with neutral naming.