GTM Data Layer for Subscription Websites

Subscription businesses have a more complex conversion funnel than one-time ecommerce — trial starts, trial conversions, plan upgrades, renewals, and cancellations all need to be tracked accurately. We design and implement a subscription-specific data layer event schema that captures the full subscriber lifecycle, enabling accurate MRR reporting in GA4, ad platform optimisation towards long-term subscribers, and cohort analysis by acquisition source.