Google Analytics tends to get most of the attention and credit for providing webmasters the ability to analyze data and make edits based on that data. What Google Analytics lacks is the ability to track goals accurately. The Google Suite tool, Google Tag Manager, allows those managing websites to associate goals with specific actions that are taken on a site or specific page. Here at Boston Web Marketing, we wanted to write a blog on the advantages of using Tag Manager to not only install Analytics but also track goals!
Setting Up Analytics with Tag Manager
Connecting the two will allow you to set up goals for your site within Analytics. To set up Analytics through Tag Manager, one must have an analytics account with a new analytics code. Using this analytics code, go into Tag Manager and create a new tag. The tag will be associated with the Tag Manager code that will be put into the back end of the site. After performing these steps and verifying it is working properly, you are now set up to set up Goals!
Types of Goals
An advantage of Tag Manager is that it allows one to set up a variety of specific goals within multiple facets of your site. Some common goals that can be set up are ‘click to call’, ‘click to email’, ‘time on page’, ‘how many times specific links are clicked’, and much more. Goals that allow the user to contact the business directly such as ‘click to call/click to email’, can be considered as inbound leads for potential sales. If your site is a blog within a specific industry, boasting the fact you have users on for a specific amount of time can convert into ad sales moving forward. These goals have revenue generating implications so it’s important to have them accurate!
Driving Leads and Making Decisions Based on Data
Again, depending on the purpose of your site, the term ‘lead’ or ‘goal’ may mean something different to you and your business. When one can look into how people are interacting with one-page vs another, one can draw a number of conclusions. Based off one page performing better in terms of conversions, one can go in and analyze the page that is performing well in comparison to a page that is converting at a lower rate. After going in, one may notice bad copy, broken links, or no call to action. If you see nothing technically wrong with the page, it may be a shift in the market demand. Analyzing this type of data generally requires specific industry knowledge and a basic understanding of SEO. That’s where we come in!
Boston Web Drives Conversions
Here at Boston Web Marketing, we see these conversions or goals as a return on investment. Our team of dedicated SEO reps will work with you to understand your business and create goals specific to your customer base. These goals will not only increase leads, but revenue as well making the investment in your online presence, well worth it. To learn more about how we can increase conversions and leads, give Boston Web Marketing a call today!