Glossary
Measurement terms, explained simply. No jargon.
Tag (tracking tag)
A small snippet that fires on your site to 'notify' a tool — e.g. telling Google Analytics that a purchase happened.
Trigger (activator)
The condition that makes a tag fire — e.g. 'when someone clicks Buy'.
Variable (data value)
A piece of data the tag uses — e.g. the purchase amount or the product ID.
dataLayer (data layer)
A 'data bag' your site passes to GTM: what product, what price, what event just happened.
GTM (Google Tag Manager)
The manager where you organize all your tracking tags WITHOUT touching the site code.
GA4 (Google Analytics 4)
Google's tool that measures what people do on your site (visits, purchases, etc.).
Event (event)
Something that happened that you want to measure: a purchase, a click, a form submission.
Consent Mode (Consent Mode v2)
The system that respects whether the user accepted cookies. Required in Europe.
generate_lead (lead event)
Marks 'someone left their details / contacted you'. Essential if you sell services (not products).
Conversion (conversion)
The action that matters to you: a sale, a lead, a sign-up. What you measure to know if your marketing is working.
Common events
Used for: see which campaigns drive real sales
Used for: which products get the most views
Used for: catalog page views
Used for: where shoppers drop off before buying
Used for: how many users start the purchase flow
Used for: purchase intent
Used for: how many prospects you generate and where they come from
Used for: form submission events
Platforms
where all your tracking lives
measures user behavior on your site
measures conversions from your ads
Meta Ads conversions