> For the complete documentation index, see [llms.txt](https://docs.edgetag.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.edgetag.io/onboarding/e-commerce/scaling-playbook/edgetag-gtm-implementation-guide-for-marketing-teams/phase-1-foundation-weeks-1-2.md).

# Phase 1: Foundation (Weeks 1-2)

### 5.1 Define Your Conversion Events

Before building anything in GTM, map your business conversions.

#### **Identify Your Key Conversions**

**For E-commerce:**

* Purchase (your primary revenue event)
* Add to Cart (early funnel signal)
* Product Page View (intent signal)
* Initiate Checkout (abandonment risk)

**For SaaS:**

* Free Trial Signup
* Demo Request
* Upgrade / Purchase
* Feature Usage

**For Lead Gen:**

* Form Submission
* Phone Call
* Chat Inquiry

#### **Create Your Conversion Roadmap**

Make a simple table:

| **Conversion Event** | **When It Fires**         | **Why It Matters**                        | **Where It Goes**           |
| -------------------- | ------------------------- | ----------------------------------------- | --------------------------- |
| Purchase             | Order confirmation page   | Revenue tracking, main optimization event | Meta, Google Ads, Analytics |
| AddToCart            | User clicks "Add to Cart" | Early funnel signal for optimization      | Meta, Google Ads            |
| ViewContent          | Product page loads        | Product interest signal                   | Meta, Google Ads            |
| Lead                 | Form submitted            | Qualified prospect                        | Google Ads, HubSpot CRM     |

{% hint style="info" %}
**Pro tip:** Start with 3-5 core conversions. Don't track 20 events at launch. Master the basics first, then expand.
{% endhint %}

### 5.2 Map Your Customer Data

What customer information do you need to send to ad platforms for audience building and optimization?

#### **First-Party Data You Should Capture**

| **Data Point**                  | **Example**                     | **Why You Need It**                            |
| ------------------------------- | ------------------------------- | ---------------------------------------------- |
| Email                           | <user@example.com>              | Matching with platform audiences, CRM sync     |
| Phone                           | +1-415-555-0100                 | Phone match audiences, customer identification |
| Location (City, State, Country) | San Francisco, CA, US           | Geo-targeting, regional campaign optimization  |
| Customer Status                 | New / Returning                 | Segment audiences, optimize for new vs. repeat |
| Purchase History                | Lifetime value, products bought | High-value customer targeting, recommendations |
| Company (B2B)                   | Acme Corp                       | Account-based marketing                        |

#### **When/Where to Capture**

* **At checkout** - You always have customer data here
* **On signup/login** - Email and name available
* **On form submission** - If you collect data
* **From CRM** - If customer is already in your system

{% hint style="warning" %}
**Privacy first:** Only collect and send data users have consented to. This is essential for GDPR and CCPA compliance.
{% endhint %}

### 5.3 Align With Your IT/Dev Team

Share the conversion roadmap and data map with your technical team. They need to confirm:

* [ ] "Can you track these conversions in the data layer?"
* [ ] "Can you push customer data to the data layer at these touchpoints?"
* [ ] "Do we have a CRM/system to flag consent status?"


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