The author wanted to track website behavior to identify interested businesses for their new service, but was limited by ActiveCampaign's native website tracking which requires programming knowledge. To overcome this, they used Zapier, a tool that allows users to create custom integrations without coding, to set up Event Tracking and Webhooks. By using Google Tag Manager (GTM) to monitor user engagement with the video and Zapier Webhook triggers, the author was able to track specific behaviors and pass data back into ActiveCampaign, successfully identifying and following up with interested businesses, resulting in their first 7 clients signing up for the service.