Ruth Burr Reedy
Google Tag Manager is the most powerful free tool you’re under-using. Sure, you can use it to implement your Facebook tracking pixel — but did you know you can also use it to track just about anything else someone does on your site? Learn how to customize GTM tracking to do everything from mapping your customer journey to planning a site redesign to figuring out if people are REALLY reading your content.
Honestly, I’m going to include as many different things you can do with GTM as I can in the space allotted, but the big takeaway boils down to “Anything with a unique identifier that can be interacted with in some way can be tracked via GTM.” Examples of what you can do with this include:
– Fire an event based on people’s selections in a lead form drop-down to qualify leads directly in Google Analytics
– Harvest clickstream data and create Google Data Studio visualizations to map customers’ paths through the site
– Track form abandonment based on the form field where the user stopped filling it out
– Set login state as a custom dimension in GA
…and much more!