Google Tag Manager lets you add and change tracking without editing the website every time. That flexibility is useful, but it also makes it easy to end up with a tangle of tags that nobody understands.
Track business outcomes first
- Form submissions and booking confirmations
- Purchases or trial starts, with the value where relevant
- Phone and email clicks, if those are real contact routes
Then add the signals that explain behaviour
Scroll depth, outbound clicks and video plays help explain why a page converts or does not. Add them only when someone will actually read the data.
Keep the setup readable
Name triggers and tags with one consistent pattern, such as event type and page. Use preview mode before publishing, and keep a short log of every change.
Check the data before you trust it
Compare tag counts with your own records for a few days. Small gaps are normal. Large ones usually mean a broken trigger or a duplicate tag.