Google Tag Manager Review — Prt 3
I warned you there will be a lot of posts for GTM…
First of all, I wish you all a Happy New Year!!!
Secondly, welcome to my 8th week, reviewing the CXL Institute Minidegree for Digital Analytics. This week, we’ll have Google Tag Manager, Part 3: engagement tracking (in case you are wondering, you can find my previous posts here: Prt 1 & Prt 2).
Well, continuing with the fun part of Google Tag Manager, this week we will introduce the methodology that is hiding under the engagement tracking. As discussed in earlier posts, by just installing the basic Google Analytics snippet to your website you can only have pageview information, which is not that helpful. If you are serious about your digital analytics and you actually want to leverage a data-driven strategy, you have to track engagement too.
Lucky for you, Google Tag Manager can make this process easy-peasy and this is what we are going to discuss in this post.
So, let’s get started…
Tracking Engagement: Clicks
In most websites, there are a lot of other actions besides just seeing the page itself. There are a lot of behaviors that potentially could be happening, specifically around clicks. So, let’s begin by setting up our question:
What other behaviors are happening on this page that may or may not be leading to a more enhanced customer journey?
In order for us to actually answer that question, we are going to start with the clicks’ tracking, because every website includes that action.
Important Note: Have you ever notice that we are always answering a question? This is the optimal strategy for your digital analytics set up. Define your questions & build your data strategy, before you even touch your implementation tools.
As you can see by the screenshot below, when you create your container, you have limited built-in variables activated, where none of them are related with the click action we are trying to track.
There is no need for you to panic. There are lots of built-in variables available, and you can find them, by just clicking on the “Configure” button in the upper right corner of the “Built-In Variables” area.
When you actually click on the “Configure” button, go to the Clicks section and select all the available elements included there.
Close the window by clicking the “X” button, and now you should be able to see your selected variables in the “Built-In Variables” list, we saw earlier.
Let’s now set up our triggers. For our first click tag we are going to simplify the process and set up a trigger for all link clicks. So,
- Go to the triggers’ element in the navigation menu on your left
- Select “New”
- Click on “Trigger configuration” area to create your trigger
- Select as a trigger type the “Just Links” — just links trigger tracks link clicks only.
- You can select specific clicks, by selecting “Some Link Clicks” option and define the rules you want to play with, using the variables we activated previously, but we are not going to see this for the purposes of this post. We are going to keep the settings as is, with the “All Link Clicks” option selected.
- Name your trigger with a proper name as: All Link Clicks
- Save it
By now you should be able to see your triggers and variables in your preview mode, under the respective areas.
Now, if you want to send more details in your Google Analytics account for the actions of your visitors, you would want to set an event tag.
- Go to the tags’ element in the navigation menu on your left
- Select “New”
- Click on “Tag configuration” area to create your tag
- Select “Google Analytics: Universal Analytics” as your tag type
- Under the “Track Type” and select “Event”
In the event type tag, you can select your event hierarchy and name your Category, Action, Label properly in order to be useful for you to understand your customer journey. In the screenshot below you can see an example of a link click event:
As you can see, in the action and label area, we used the variables we activated earlier. In short:
Click Text — refers to the text defined in the element we track.
Click URL — refers to the URL destination that we set on the link.
- Last but not least, under the “Google Analytics settings” area, we want to select the variable that contains our Property ID (remember when we created this variable in the last post?)
After your tag configuration, you want to select your triggering:
- Go to the respective area (under the Tag Configuration)
- Click to edit
- Select the All Link Clicks trigger, we created earlier
- Name your tag properly: GA — Event — All Link Clicks
- Save it.
Test your implementation
Now that we have created everything we wanted in order to track our link clicks, don’t forget to Preview before you Publish your changes.
- Go to the Preview button and click it
- Insert your website’s URL when GTM ask for it
- Click on your website’s links and check of your tag fires properly.
- If the tracking settings work as they should, you are ready to proceed with the Publish.
In parallel with your Preview mode, you can check your event tags, using the Google Analytics’ Real-Time reports:
- When in Preview Mode, click on your links. If your tags fire properly, you should see your action reported in the Events report under the Real-Time section.
My name is Alexandra Poulopoulou and I work as a Data & Analytics Lead at Reprise Digital. During my professional years, I have been involved in several analytics projects in order to drive successful business decisions.