---
slug: conversions-mit-gtm-messen
title: "Measuring leads, sign-ups and purchases with Google Tag Manager"
category: installation
locale: en
updated: 2026-10-20
keywords: ["Google Tag Manager","GTM","conversion","goal step","lead","purchase","sign-up","data layer","tag sequencing"]
questions: ["How do I measure leads, sign-ups and purchases with Google Tag Manager?","How do I measure a sign-up with Tag Manager?","How do I report a lead through GTM?","How do I pass the order number and value from the data layer to Metrunio?","metrunio.goal in Google Tag Manager","Metrunio conversion tag in Tag Manager","Why does my conversion from Tag Manager not arrive?","What does “conversion dropped” mean in the GTM preview?","Does the conversion tag have to fire after the base tag?"]
url: https://bench.metrunio.com/en/help/conversions-mit-gtm-messen
---

# Measuring leads, sign-ups and purchases with Google Tag Manager

**How do I measure leads, sign-ups and purchases with Google Tag Manager?**

Add another tag from the “Metrunio Tracking” template, set the tag type to “Conversion” and pick the kind: goal step (such as a sign-up), lead or purchase. The fields take variables from your data layer; the tag fires on the event of the action and, in tag sequencing, after the base tag. If no decision has been made in the banner yet, Metrunio drops the conversion instead of holding it back.

The “Metrunio Tracking” template has two tag types. The base tag loads Metrunio on all pages. A tag of type “Conversion” reports a single action, and you add as many of them as you have actions to measure. There are three kinds: a goal step is a step of your funnel, such as the sign-up, and counts once per customer. A lead comes from a form or an appointment. A purchase is an order with an order number.

Report a sign-up as a goal step if further steps follow, such as set up and first payment. If the sign-up is the close itself, report it as a lead.

## Step by step

1. Check that the base tag runs: a tag from the template with the tag type “Base (loads Metrunio)” and a trigger for all pages. The article “How do I connect Google Tag Manager?” shows how to add it.
2. Add the variables. Under “Variables”, add a data layer variable for each value your page writes into the data layer, for example transaction_id, value and currency. If your data layer does not provide a value, leave the field in the tag empty.
3. Add the trigger. If your page writes an event into the data layer after the action, such as purchase or sign_up, use a trigger of type “Custom Event” with that name. Otherwise use a page view trigger on the thank-you page.
4. Add the tag: a new tag from the “Metrunio Tracking” template, tag type “Conversion”. Pick the kind and fill the fields. You insert a variable through the icon next to the field.
5. Set the tag sequencing. Under “Advanced Settings” and “Tag Sequencing”, choose to fire the base tag before this tag, and not to fire this tag if the base tag fails.
6. Check in preview. Trigger the action and open your browser’s console. “Metrunio: conversion handed over” means the tag passed the conversion to Metrunio. “Conversion dropped” means no decision had been made in the banner yet.
7. Publish the container and check in the portal under “Orders & goals”. The conversion appears there; a goal step with a new key creates its definition there by itself, and you can add its name and value.

## The fields per kind

| Kind | Required | Optional | What the tag reports |
| --- | --- | --- | --- |
| Goal step | key, such as signed_up | customer ID | first the customer ID, then the step |
| Lead | nothing | lead ID, value, currency | a lead |
| Purchase | order number | value, currency | a purchase |

With a customer ID, a goal step counts once per customer; without it, once per browser. Without a lead ID, Metrunio takes the ID it wrote into a form in this session. If there is none, Metrunio does not accept the lead. If your form or CRM provides an ID, enter it: a later import from the CRM then finds the lead again. The tag reads the value with a point or a comma; without a currency, EUR applies.

## When a conversion is dropped

Metrunio only measures after the decision in the banner. If the conversion tag fires before it, Metrunio drops the conversion with all its details and does not catch up on it after a later consent either. This mainly happens on thank-you pages: the page loads, the tag fires at once, and the consent tool has not yet reported the stored decision.

- Fire the tag on an event after the action instead of on the page view.
- Place it after the base tag in tag sequencing.
- Pick your tool under “Consent tool” in the base tag so Metrunio takes the decision early.
- Also report purchases and leads that must not be missing through the Server Events API from your shop or CRM.

> **Note:** The template does not hold back a conversion without a decision, not even for a moment. If consent has already been given and Metrunio has not loaded yet, it waits until the base tag has loaded Metrunio. That keeps the sentence in the privacy policy true that nothing sits in working memory before the decision.

## And the trigger in the setup wizard?

When you add a conversion in the setup wizard, you pick a trigger such as “An existing GTM event” or “Data layer event”. It only describes where you expect the conversion from. Counting goes by kind: a purchase counts for the conversion of type purchase, a lead for the one of type lead, a goal step by its key. The conversion tag is the route by which such an event gets from Tag Manager to Metrunio.

## Also asked

- How do I measure a sign-up with Tag Manager?
- How do I report a lead through GTM?
- How do I pass the order number and value from the data layer to Metrunio?
- metrunio.goal in Google Tag Manager
- Metrunio conversion tag in Tag Manager
- Why does my conversion from Tag Manager not arrive?
- What does “conversion dropped” mean in the GTM preview?
- Does the conversion tag have to fire after the base tag?

## Related

- https://bench.metrunio.com/en/help/gtm-verbinden
- https://bench.metrunio.com/en/help/funnel-schritte-einbauen
- https://bench.metrunio.com/en/help/erste-conversion-testen
- https://bench.metrunio.com/en/help/consent-bridge
- https://bench.metrunio.com/en/help/server-events-api
- https://bench.metrunio.com/en/help/offline-conversions-importieren