Google Tag Manager (also known as GTM) is the ideal tool to collect all the data needed to track and improve your marketing.
If you use Google Analytics (or another web analytics tool), you already gather certain data: number of page views, bounce rate, average length of visits, traffic sources, etc.
Although very useful, this information quickly reaches its limit. Using Google Tag Manager, you can gather more. For example:
- CTAs clicked;
- The top selling products and categories and the revenue generated;
- Registrations to your newsletter
- Clicks on a given product
- Downloads of a document (PDF, etc.);
- Clicks on "add to cart";
- Products removed from the basket;
- Discount coupons use;
- Navigation depth on the page;
- Triggering and play time of a video.
In general, if you want to get this type of data in Google Analytics, it requires the intervention of a web developer.
Fortunately, Google Tag Manager lets you collect all this information with tracking tags. These tags simply tell Google Tag Manager what data to collect.
On Google Tag Manager
Follow these steps to create an account, exploer the platform, and create your tags.
1. In the left menu, click on Events > My Events.
2. Select the event on which you want to add tags and go to the Reports tab.
3. At the bottom of the page is the Web Analytics Services section.
4. Select Google Tag Manager from the drop-down menu, put in the unique ID you created on the Google Tag Manager platform, and decide if you want to gather date on all the pages of your event or just the purchase confirmation page only.
Test your tags! Make sure you have the most useful data!