Google Tag Manager and Google Analytics make it possible to monitor various indicators of user behavior on the site: from which devices they enter, on which days and hours more orders are made, and much more. Google Tag Manager also makes it possible to create audiences from users who, for example, were on the site for more than 30 seconds, clicked on the required button or watched a video, but did not place an order. That means that the audience showed interest, but did not perform the intended action. Such people need to be shown ads again. In most cases, it is more profitable than showing ads to people who are not yet familiar with the brand.