Using the power of Google Analytics & Tag Manager

Tracking your views is important when managing your website, but that is just one of the reasons to use Google’s suite of tools. There is so much more you can use both Analytics and Tag Manager for and here are a few of the tricks we use.

First of all, what is Tag Manager?

Tag Manager is a tool from Google that lets you track things in different ways through Google Analytics without needing the coding knowledge. It’s a great addition to their growing suite of 360 Analytical tools and worth getting used to.

The top things we use it for

Keeping an eye on the scroll

There are a few variables you should keep an eye on when it comes to creating an understanding of your customers’ time on the website. Scrolling down the page isn’t something that immediately comes to mind but it is something that you should keep an eye on. It’s one of the most important because if you have a long page, maybe full of products, if people are only getting halfway down the page most of the time — what is the point of the rest of the page?

Understanding the length of time on your website

How long someone spends on your website is dependant on what your website does — but an average of 2 minutes overall is good. You can increase this by interlinking pages more throughout blog posts or using the bottom to entice people into articles they might like to read. Buzzfeed are great at this and are a good example to follow.

Tracking pdf downloads with events

Case studies? Brochures? Catalogues? If you have one, or all, of these things then you should without a doubt be tracking them. Understanding the interest over time of certain things is important, it gives you a better insight into your target markets head. You may see a peak in a certain download after a piece of news comes out, or if you publish a new blog post on something. If you are seeing a rise in a certain topic though, it’s worth looking at potential avenues to capitalise on this interest.

Understanding when people abandon form fills

If you have a contact form or a detail request form, sometimes associated to the download of a case study or whitepaper, then it’s important to know what is happening with that form. You can see when people submit the form, but forms don’t have a 100% success rate, so what happens to the people that aren’t submitting? The biggest question: Why aren’t they submitting the form and what’s stopping them? Analytics can help you track this and make changes as required, we use events as a way to check the clicking and filling of each form section.

Search terms

Google is a search engine, it’s how they started, so it would be silly for their tracking tool to not track search results. As search pages come up with different query strings all the time, this isn’t set up by default in Google Analytics and there is a little bit of tweaking to do to make it work. But when it does work it’s worthwhile, we use it a lot to understand what people want to find on our website. If people can’t find something easily we’ll reword it or move it to a more obvious position, it can really help you understand what’s important to your users.

These are things that you can use Google Analytics and Google Tag Manager to accomplish.

There isn’t any extra coding required. You set up your tags and triggers and you are away! Want to know a bit more about this? Get in touch with us over on our website:

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