How to Track Custom Conversions Using Google Tag Manager

If you’re trying to build your brand and track your business’ success, you may have considered using Google Analytics. Google Analytics is a great tool that allows you to track website traffic and conversions so that you can understand where to focus your efforts moving forward. This being said, Google Analytics requires some setup and customization to ensure that it is an effective tool for your specific needs. This article will discuss how to start creating custom conversion metrics in Google Analytics using Google Tag Manager so that you can accurately measure your business goals. 

Step 1: Identify Your Business Goals 

To determine what metrics you should be measuring to quantify the success of your business, it is important to identify your specific business goals. Identifying the goals for your business largely depends on the industry you operate in. Google Analytics automatically collects standard data about your website once you link it to your website. This includes page views, source of traffic, pages visited, and more. However, it is always a good idea to customize your tracking to fit the needs of your business so that you can track your specific business goals over time. 

Determining the metrics you want to collect will depend on the industry you operate in, the size of your business, and even your competitors in some cases. Creating customized metrics is a great tool to get a clear image of your business’ growth and track the success of specific marketing campaigns. There are endless ways to measure success for your company. You can choose to track conversions such as appointments that are booked online, online purchases, or phone calls to your company. You can create almost any metric desirable using a tool like Google Analytics, making it a great tool for all industries. 

Step 2: Setup Google Tag Manager 

Google Tag Manager is automatically linked with your Google Analytics account once you set it up making it easy to access and configure. The setup is relatively simple, however, it does require you to access the code to your website. Once you navigate to the Google Tag Manager homepage and click the setup account button, Google will walk you through the steps of entering your website information and how to install the tag manager code. 

You should ensure that your Google Analytics Account is fully set up before you begin your Google Tag Manager setup. To customize your Google Tag Manager account, you will need your Google Analytics measurement ID. 

Step 3: Create Custom Conversions For Tracking In GA4

Once your Google Tag Manager account is set up and the code has been installed on your website, you are ready to begin customizing! Google Tag Manager has a variety of different uses, however, creating customized conversions for your website is the most universal and useful feature for beginners. There are a variety of different actions you may want to track including clicking a certain link on the page, clicking a “purchase button” or submitting a form. Here is a basic overview of how to get started and create a custom conversion to track in Google Analytics:

  1. On the left side menu, click “tags”
  2. On the upper right of the screen, select “new”
  3. Title your tag appropriately 
  4. Click on tag configuration and select “Google Analytics”
  5. Select “Google Analytics: GA4 Event”
  6. Enter your Google Analytics measurement ID + name the conversion you’re tracking
  7. Move into the triggering menu 
  8. Click the + in the top right of the screen to create a new trigger
  9. Title your trigger and begin customizing the action that you’re tracking
  10. When you’re finished, save your changes and click “Submit” in the top right corner to activate them

These changes may take 24-48 hours to begin tracking in your Google Analytics account. It is always a good idea to return to your Google Tag Manager page and click “preview” to test that the tags are firing. 

Contact Boston Web Marketing To Get Customized Marketing Services For Your Business

If you’re inexperienced with platforms such as Google Analytics or Google Tag Manager, it can be difficult to identify what metrics you should be tracking and how to set them up to monitor your business’ success. Boston Web Marketing offers a variety of marketing services and can help create customized tracking so that you can track your growth over time. Whether you’re just getting started, want to up your data collection, or are hoping to track specific campaigns, Boston Web Marketing can help you reach your goals. Fill out a contact form or call us directly at 857.526.0096 to get started. 

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