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- Implementation of Google Analytics using Google Tag Manager. It is the best way (and it is not too late to add it to the mix if you already have Google Analytics set up).
- Conversion tracking for Google Ads.
GTM allows more sophisticated tracking without needing to ask a developer to add code to your website each time you want to track something new.
It allows you to answer questions that can’t be answered with Google Analytics alone.
The core action that is tracked by Google Analytics is a page view. Actions that occur within a page are not tracked in a standard Google Analytics set-up. You may be interested in actions that happen within a page, for example, button clicks, form submissions, scroll depth, videos views or the appearance of a certain element on a dynamic page. You may want to assign ‘goal status’ to some of these actions so that you can look more closely at the attributes and behaviours of the people who carried out these actions.
GTM can track these actions and send the data to Google Analytics.
If you are running Google Ads, you need to know whether they are leading to conversions on your website. Conversions are the things that add value to your business – they could be purchases, bookings, subscriber sign-ups, or contact forms sent. GTM is a critical element in accurate conversion tracking.
Cross-domain tracking ensures that a website session that crosses from one domain to another is tracked as a single session. For example, the user navigates from mywebsite.com to onlinebookingsite.com to book an appointment. Or, you use a service like Leadpages or Unbounce to create landing pages that lead to or from other pages on your website.
Without cross-domain tracking, Google Analytics will report a new user and new session at the point of landing on the second domain. This makes your website statistics inaccurate and, importantly, means that conversions on your website (sales or goals completed) cannot be attributed to the original source that brought that person to the website (e.g., Google search, Google Ads)
Although it’s possible to implement cross-domain tracking with Google Analytics alone, this involves adding customised code on your website. The easier option is to use GTM to set up this tracking.
If you have an ecommerce website, GTM will simplify ecommerce tracking – so you can visualise your ecommerce funnel in Google Analytics and send purchase data to Google Ads.
Book a no obligation call to discuss your needs (I’m in Southbank, Melbourne, so available to talk in Aussie hours) .