According to Google, the Google Tag Manager, “allows you to quickly and easily update tags and code snippets on your website.” The tags help you track user behavior, like clicks, to better understand web traffic and optimize your marketing.
While Google’s extensive documentation has plenty of technical guidance, you’ll need some Google Tag Manager tips to get the most out of the system.
1. Get the setup right
If you don’t know what Google Tag Manager is, you’ll need to first understand how to implement it. There’s some technical know-how required, but it’s worth the investment, as you’ll see from this post. To get started with Google Tag Manager, check out our guide to setting it up.
2. Start with your organization’s goals
Google Tag Manager was built so you can track web users’ clicks and other behaviors. However, some clicks are more important than others. Consider a website visitor who enters your site on the about page and then navigates to your homepage. There’s not a whole lot of information you can glean from that behavior.
Conversely, if the visitor enters your site on a blog that’s targeted towards buyers close to a buying decision, and then clicks on a CTA to get a demo, you know that post was effective.
It’s necessary to focus your GTM efforts on collecting data that can help you improve your site and content in the future. What you measure may change depending on your organization, but you have to be very clear on your goals for Google Tag Manager to serve its purpose.
3. Establish naming conventions
It may seem simple, but this tip goes double for any website except the smallest ones. When you get going in Google Tag Manager, all the information you’re tracking can quickly devolve into a meaningless stew if not named and organized properly.
Start high-level and break down user behavior into early, middle, and late-stage interaction. Develop a naming convention that indicates which tags are meant to track particular interaction stages. Dividing up tags like this will make it easier to digest information quickly and to focus in on areas that need work.
4. Measure engagement like Google Analytics can’t
Google Analytics is limited in how accurately it can track user engagement. To be fair, it can track user engagement beyond bounce rate and time on page, but only with help from the Google Tag Manager.
The Scroll Depth plugin tracks how far users scroll down each page. And this is more important than you might think. If a user leaves a page without clicking on anything, Google Analytics will record a bounce even if the user has read every line of your 1500-word blog. With this plugin, you won’t be misled by a high bounce rate.
5. Find the optimal form length
There are lots of gray areas in marketing. One of the toughest of those areas to resolve is how long a form should be. The rule of thumb is that the information you ask for should be proportionate to the content you’re offering. But how do you judge that?
Usually, it’s not much more than a shot in the dark, but with Google Tag Manager, you can measure exactly when a form is abandoned. Of course, this tip won’t settle every debate, but it will get you closer to figuring out the ideal form length for your site.
6. Don’t be afraid to get into the weeds
Whether you hire it out or do it yourself, having a solid understanding of what Google Tag Manager is capable of will help you get ideas on how to get the most out of it for your purposes. Don’t be afraid to play around until you find a tag setup that works for you. As long as you test your tags before you push them live, there’s no harm done.
If getting Google Tag Manager set up still seems overwhelming, you don’t have to tackle it alone. Reach out to the SEO team at Volume Nine – we’re here to help with all your GTM needs!