Start from the event map, not the tags
Reliable tracking starts before Google Tag Manager. Decide which events matter, when they fire, which parameters they carry and which decision they support. Without this map, server-side tagging only moves confusion into a more expensive infrastructure.
- Define primary events: lead, purchase, checkout, submitted form, booked call.
- Define diagnostic events: funnel steps, errors, scroll and key CTA clicks.
- Assign required consent, destination and deduplication rules to every event.
