In this video I show you how I track live chat interactions with Google Tag Manager (GTM) in a clean way—both client-side (browser) and server-side. My goal is simple: when a real visitor sends a message, I want to capture the correct event (I use the last “live chat message sent” event) and push it to the dataLayer with all the important parameters like chatBoxID, visitorID, messageID, chatSubType, userLang, and chatAction. From there, you can send the same event to GA4, Facebook Pixel, Google Ads, TikTok, Pinterest—whatever platform you are using. I start by adding a Custom HTML tag in GTM to push the event + parameters into the dataLayer (I share the code/resources from my LinkedIn post). Then I test everything in Tag Assistant to confirm the event and parameters are firing correctly. After that, I show how I send the same data from browser to server using a Data Tag and my server-side URL (first-party domain). Finally, inside the server container, I demonstrate how to set up Facebook Conversions API by mapping the incoming event data to custom properties and triggering it on the same live chat event. By the end, you’ll have accurate live chat conversion tracking for remarketing and attribution.