How to pass on website events to Unless, using Google Tag Manager (GTM) and the Unless GTM Monitor.
If you are using Google Tag Manager to create and manage custom marketing tags, you can use the GTM Monitor template to capture trigger events.
By default, the Unless Monitor will automatically export the name of its trigger event to the Unless platform, so you can use it for audience segmentation and goal tracking. Optionally, you can send associated monetary values or email addresses as well.
If you have a variable to keep the monetary value of an event (like the value of a shopping cart), you can add it to the tag. Unless will then capture the monetary value for each event. Monetary values will be used to calculate the effect of your personalization effort in terms of money. It may also be used for lead scoring, and to predict which visitors will be most valuable to you.
If you have a variable that contains the email address of a visitor, you can explicitly tell the tag as well. If you send an email address, it will identify the current user in Unless. Identified users can be enriched with external data, found by email address or exported to your other services.
After installing, our Monitor will automatically send the event to the Unless platform. You can use this event to configure a Goal or an Audience in Unless. The events will automatically appear in the dropdowns once a visitor triggers the event on your website.