Google Tag Manager can track hundreds of different interactions, clicks and engagements on your site, providing solid data for nearly anything you might want to know about your users and how they navigate your site. After installing Google Tag Manager, you might get overwhelmed at the possibilities and trying to determine what to track. Three of the most common actions to track include:
Any element on your website that involves clicking to create an action can be tracked as a button, including click-to-call, email subscriptions, social media links and purchase links. After creating the goal in your Google Analytics dashboard, create a tag for a custom event. This will be set up similarly to a goal in Analytics. Then you need to create a trigger, which is where the process differs. Select the trigger type of Click, choosing All Elements underneath. Choose the relevant parameters to determine the clicks you would like to track under the specific tag, making sure each tag has a corresponding Goal within Analytics. After associating the triggers with relevant tags, check each in Preview Mode to make sure everything was set up correctly.
How Long Users Watch Your Videos
Do you feature a lot of YouTube videos embedded throughout your content? You can use Google Tag Manager to track when users click on your videos, and for how long they watch using custom variables, available on the Variables panel of your dashboard. Since these settings are not tracking by default, you will need to select the variables under the videos section. After creating a trigger for your YouTube video, you can select the different actions you want tracked, including:
- When a user starts watching a video
- When a user watches a complete video
- When a user stops watching the video
You will be able to set this per video, or as an umbrella tracking for all of the videos on your website. Different triggers for watch length, starting and completing the video can all be tracked under one unifying tag.
How Far Down the Page a User Scrolls
Do you have a lot of content on your site, leading to long pages? In order to figure out how far below the fold a user is willing to go to continue reading, you can install scroll tracking on your site that fires when a user reads 25, 50, 75 and 100% of a page. You will need to enable the variables before they begin to track and populate each Scroll Depth Threshold. Check your work in Preview Mode prior to saving the tag.