Skip to content

GTM Conversions

Use the Conversion tracking tag type to send conversion events using any of GTM’s default or custom triggers.

A screenshot from Google Tag Manager showing how to configure the Parse.ly tag template for conversions tracking.

  1. Select one of the six available conversion types for the action: Subscription, Newsletter Signup, Lead Capture, Link Click, Purchase, or Custom.
  2. Enter a conversion label that describes the action. You can assign a variable to this field to make the field dynamic based on the action, but this value should not be unique to a single interaction. Otherwise, the Parse.ly dashboard will not be able to aggregate data in a helpful manner.

Note

Forward slashes (/) are not supported in conversion labels. If used, the conversion details page for those labels will be inaccessible.

  1. Click in the Triggering section and select the trigger you wish to use for this tag. If you are tracking an action in Google Analytics, use the same trigger for consistency. Read additional documentation to learn more about GTM triggers and to see examples.

Note

Load the Parse.ly tracker on the page before the conversion tag fires. If the tracker tag and conversions tag share the same trigger, use tag sequencing to ensure the tracker loads first.

  1. Give the tag a descriptive name, click Save, and then publish your container.
  2. Validate the integration by following the testing instructions.

Last updated: March 03, 2026