Connect Google Tag Manager to Your Raise
Connect a GTM container and Highlander fires five standard events across the investor checkout flow, so you can power retargeting, conversion tracking, and ad optimization on any platform that supports GTM.
Short answer
When you connect Google Tag Manager to your raise page, Highlander automatically fires five standard events as investors move through checkout. You just paste your GTM Container ID in Raise Settings. No code, no manual event setup. Use the events for retargeting, conversion tracking, and value-based ad optimization on Google, Meta, and beyond.
How to connect
1
Open Raise Settings
In your dashboard, find the Connect GTM Code panel.
2
Paste your GTM Container ID
Format GTM-XXXXXXX, 6 to 8 characters.
3
Click Update GTM Code
Once connected, all five events fire automatically. There is nothing else to configure.
New to GTM? Start with our plain-English GTM primer.
The five events Highlander fires
Raise Page View
view_content
Data sent
raise_id, raise_name, category (if set), UTM parameters (if in the URL).
What you can do
Retargeting audiences, top-of-funnel measurement, and source attribution.
Start Checkout
start_checkout
Data sent
raise_id, value (amount entered), currency, user_type (new vs returning, when available).
What you can do
Your strongest intent signal; powers value-based targeting.
Lead
lead
Data sent
Hashed identifiers for identity matching (see data handling below).
What you can do
Lookalike audiences and attribution via Google Enhanced Conversions and Meta Advanced Matching.
Agreement Signed
sign_agreement
Data sent
raise_id, value (when available), hashed identifiers (same rules as Lead).
What you can do
High-intent signal, and the fallback conversion for ACH and wire, where final payment can take days.
Investment Funded
purchase
Data sent
raise_id, value (actual funded amount), currency, hashed identifiers (recommended).
What you can do
The definitive conversion event; use it for ROAS measurement and value-based bidding.
How ad platforms use these events
Ad platforms (Google, Meta, and others) use events in a defined priority order. Your primary goal is funded investments, but earlier events give the algorithms the volume and signals they need to train, especially when a raise is early or has limited conversion data.
1
purchase
Primary
The event you’re ultimately optimizing for.
2
sign_agreement
Fallback
Secondary conversion for delayed-payment methods.
3
start_checkout
Intent
Helps algorithms model likely investors.
4
lead
Matching
Data volume and identity matching for attribution and lookalikes.
5
view_content
Audience
Audience building, not direct optimization.
Data handling and privacy
Identifiers are passed hashed only. Highlander handles the hashing automatically; you do not configure it, and raw values never reach your ad accounts, third-party tools, or Tag Manager itself.
Can be passed (hashed only)
First name
Last name
Phone (if collected)
City
State
Zip
Country
Must never be passed
Raw (unhashed) email or name
SSN or Tax ID
Date of birth
Accreditation status
KYC or identity-verification results
What you can and cannot add to your container
Your container operates inside investor flows with personal and financial data, so keep it to measurement and optimization only.
Permitted
Ad-platform conversion tags (Google Ads, Meta Pixel, LinkedIn Insight)
Analytics for your own campaign measurement (e.g., GA4)
Retargeting and audience-building pixels tied to your raise
Consent-management tags
Prohibited
Session recording and screen capture (Hotjar, FullStory, Microsoft Clarity)
Data-broker and identity-syndication tags
Off-purpose data collection
Any tag unrelated to measuring and optimizing your raise
Quick reference
You’re set up to track the full investor journey, from first page view through funded investment. Connect your GTM container in the Raise Settings panel. Once connected, all five events fire automatically. No additional configuration is required to start receiving event data in your ad accounts.
Frequently asked questions
Where do I get a GTM Container ID?
In your Google Tag Manager workspace. See our GTM primer for the full walkthrough.
Do I need to install any code?
No. Just paste the Container ID in Raise Settings and Highlander installs the container for you.
When do events start firing?
Immediately after you connect your container.
Which pixels can I add?
Ad-platform conversion, analytics, retargeting, and consent tags. See the permitted and prohibited lists above.
Is investor personal data safe?
Yes. Identifiers are hashed automatically, and raw values never reach your ad accounts or Tag Manager.
Key takeaways
Paste your Container ID in Raise Settings; that’s the whole setup.
Five events fire automatically: view_content, start_checkout, lead, sign_agreement, purchase.
Identifiers are hashed automatically.
Keep your container to permitted ad and analytics tags only.
Keep reading
You've finished Product guides. Next: Cap Table & Ownership
- 01What Is a Cap Table?
- 02Cap Tables and Transfer Agents: A Founder’s Guide
- 03Cap Table Management for Crowdfunded Companies
- 04Reg CF and the 12(g) Rule: Why Your Raise Needs a Transfer Agent
- 05Running a Reg CF Raise With a Built-In Transfer Agent
Related
Ready to get started?
Investors can explore live raises today. Founders can bring their own community onto the cap table.