Google Tag Manager is an incredibly powerful tool for improving a website’s online performance.  It offers a wide variety of information about a user’s experience and behavior.  

Savvy web marketers can harvest this information and make informed actions to improve the desired results online.

General Information Provided by GTM

These pieces of information give a great overview of general behavior of visitors and allow for informed actionable recommendations for site improvements.  

  • Site wide page views
  • Which internal and external links have been clicked
  • Which images or banners links are clicked
  • Which Google Maps links were clicked, including a total and individual counts
  • Which ‘click to call’ or ‘tel:’ links were clicked
  • Which ‘send an email’ or ‘mailto:’ links were clicked
  • Downloads of total and individual files (zip, doc, txt, csv, pdf, xls, mov, mp4, mp3)
  • Which YouTube videos were viewed, and what percentage of entire video was viewed
  • Which locally hosted videos were viewed, and what percentage of the entire video was viewed
  • Which locally hosted audio files were played, and what percentage of total file was listened to
  • What percentage of a page was viewed (25%, 50%, 75%, 100%)
  • Furthest percentage of page viewed (rounded to closest 5%)
  • How long  user spent on page, in 30 second intervals (0 – 540 seconds)
  • Number of words in main body copy and estimated time to read page
  • Reading score for main body copy using Fleisch-Kincaid and SMOG reading score formulas
  • Pages translated into other languages, what language, and what translation service was used
  • Pages where users copy text
  • What device was used to access any given page
  • General screen resolution for users
  • Users Browser Name and Main Browser Version
  • Actual time it took page to load in users browser
  • Core Web Vitals page loading metrics (LCP, FID, CLS)
  • Which page the user was on when they exited the site
  • Lead gen page views
  • Individual lead gen form views when a page has multiple forms
  • Track visibility of any table or header anywhere on a page
  • Successful contact or lead gen form submissions
  • Abandoned contact or lead gen forms and what was the furthest form field filled in
  • Any page view where the user has a UTM code (PPC, Social, Email, or Campaign)
  • The initial source when a user comes to site for first time (organic, PPC, social, email, UTM)
  • The source of the users’ current visit to site (organic, PPC, social, email, UTM)
  • Form submissions have initial source and current source tracked
  • Is a user browsing using Incognito mode
  • Is user using AdBlock, which browser and main browser version
  • JavaScript Console or GTM error logging
  • On site search terms are recorded
  • On site search term number of results are logged (to identify popular or empty results)
  • Visibility of on site banners
  • Click tracking of on site banners
  • Cookie consent visibility tracking
  • Cookie consent more information clicks tracked
  • Accessible Widget Clicks tracked
  • Accessible Widget settings toggled tracked
  • Dwell time on page if user bounces back to Google SERP tracked
  • Google Ads views and conversions tracked
  • Bing Ads views and conversions tracked
  • LinkedIn Ad views and conversions tracked
  • Optional integration of Callrail and/or LuckyOrange tracking
  • Tracking of any social activity/sharing using “ShareThis” widgets or buttons
  • Tracking of any social activity using direct links to social media websites
  • Company/Organization information, location, images published in XML Schema format
  • Site Search published in XML Schema format
  • Spam form submissions (WordPress sites only)
  • Tracking when user shifts focus to a different browser tab
  • Tracking when user shifts focus back to current website browser tab
  • Tracking of selected elements and combinations in configurators with single or multiple drop down selectors
  • Tracking of any Affiliate links
  • Tracking of Page views for free trial downloads or lead gen forms
  • Tracking of free trial file downloads
  • Tracking of lead gen submissions for free trial offers

eCommerce Tracking Capabilities

Having a very clear understanding of data points throughout the shopping experience can allow for improved average order, higher conversion rate and improved ROI.

  • Department or Category page views (Magento, WooCommerce)
  • Total and Individual Category and Subcategory thumbnail Views (Magento, WooCommerce)
  • Total and Individual Category and Subcategory thumbnail Clicks (Magento, WooCommerce)
  • Product Grid Thumbnail Views (Magento, WooCommerce)
  • Product Grid Thumbnail Clicks (Magento, WooCommerce)
  • Individual product page views (Magento, WooCommerce)
  • Which products had an “add to cart” click and what the button text was (used for a/b button testing)
  • Which products were removed from the cart
  • Tracking on Abandoned checkout exit page
  • Abandoned checkouts have last item tracked when they were abandoned
  • Completed orders have initial source and current source tracked
  • Last Product Suggested for items added to cart (Magento, WooCommerce)
  • Last Product Suggested for items viewed (Magento, WooCommerce)
  • Visibility of Last Product Suggestion, overall and individual products
  • Clicks of Last Product Suggestion, overall and product level
  • Add to Cart clicks of Last Product Suggestion, overall and product level
  • Orders completed with Last Product Suggestion
  • Related Product Visibility, overall and product level (Magento, WooCommerce)
  • Related Product Clicks, overall and product level (Magento, WooCommerce)
  • Cross-Sell Product Visibility, overall and product level (Magento, WooCommerce)
  • Cross-Sell Product Clicks, overall and product level (Magento, WooCommerce)
  • UpSell Product Visibility, overall and product level (Magento, WooCommerce)
  • UpSell Product Clicks, overall and product level (Magento, WooCommerce)
  • Product search terms are logged (Magento, WooCommerce)
  • Product search term number of results are logged (to identify popular or empty results)
  • Visibility of any on-site offers, promotions, coupons or CTA messaging
  • Click tracking of any on-site offers, promotions, coupons or CTA messaging
  • Products removed from cart are tracked
  • Product Gallery Images visibility tracked
  • Product Gallery Images clicked tracked
  • Any custom event in Magento or WooCommerce is tracked

Geolocation and Weather – Free on Sites with less than 1,000 uniques per day

Some key data points include physical location of a visitor and the weather in their area at any point in time.  This can help to tailor offers if a business is weather related, such as an HVAC contractor or snow removal company.  The finer the granular information, the more precise offers can become.

  • IPv4 and IPv6 tracking
  • Estimated Geolocation based on IP
  • Users local weather based on IP location
  • Form submissions have location and weather tracked
  • Abandoned Forms have location and weather tracked
  • Key page views have location and weather tracked
  • Orders completed have location and weather tracked
  • On site messaging, promotions, offers, or CTA can be personalized based on location and/or weather

Clickstream Data

Clickstream Data is an extremely powerful tool that provides a variety of information on how users interact with websites on the web.

 

  • User ID, Session ID, Timestamp, and URL are tracked for every page view
  • User ID, Session ID, Timestamp, and URL are tracked for every form submission
  • User ID, Session ID, Timestamp, and URL are tracked for every eCommerce action and checkout
  • Form submissions can be audited over days, months, years using User ID
  • Abandoned Forms can be audited over days, months, years using User ID
  • Orders can be audited over days, months, years using User ID

Possible Customizations

Marketers essentially can track any customized data point they deem important by using Google Tag Manager

  • GTM can track the visibility of any item or section on any content page
  • It can track the clicks of any item or section on any content page
  • Tracks the occurrence of any action on any content page
  • Ability to pop a window, add/change on page text or CTA for any action on any content page
  • Ability to  track the visibility of any item or section on any eCommerce page
  • Ability to track the clicks of any item or section on any page
  • Ability to  track the occurrence of any action in an eCommerce environment
  • Ability to pop a window, add/change on page text or CTA for any action in an eCommerce environment

Related Services

Google Tag Manager Tracking Capabilities Services

  • Google Tag Manager Services
    Google Tag Manager is the highly recommended industry standard. It allows the deployment and management of website marketing tags, pixels, and scripts without the need for intervention by web developers.
  • Google Analytics Services
    Is your site traffic being tracked accurately? AWG’s Google Analytics services and management will ensure you are tracking the right metrics.