The metrics of a website involve more than just conversations and conversion rates. In other words, you can hardly tell the behavior of your blog subscribers, readers and online clients across a range of merchant platforms without having the right tools to do it.
For someone who has experience doing business on the web, apart from being familiar with Google products like Adsense and Adwords, Google Tag Management (GTM) is something they’ve been making the most out of and in fact, a larger percentage of their success can be attributed to the same. Webmasters equally apply Tag Management tools when analyzing crucial factors that determine the ranking of a website and progress of any online business. The same tools are employed to greater extents in website auditing and management.
Meaning of Google Tag Management
There are quite a number of tag managers out there. However, GTM, in particular, seems to command more attention among those who want to grow their online business without putting anything into disrepute. Technically, it is all about using the best despite equally competitive products existing. Definitively, GTM refers to code snippets which when embedded into the body or head of Web page helps track, analyze and report the behavior of page views or viewers. It’s something you can actually do without having to involve a web developer because it basically involves applying the snippets of a code(s) on a friendly user interface.
What’s more about Tag Management tools is that they activate other tags provided by third parties. AdRoll is a good example. It actually means you no longer have to apply individual code snippets because everything is encompassed in a tag manager container like GTM. While this is a very important step in the right direction, tracking goals and progress starts by having a Google Analytics account.
GTM basically tracks the amount of time one spends on your website (sessions), views per page, and other important metrics such as click and bounce rates, however, more precision is only realized if it is properly customized. After all, you want to monitor the most important data about those who are genuinely interested in purchasing a product or service.
Goals and Google Analytics
Your online business, and usually with the help of Search Engine Optimization (SEO), social media and among other marketing techniques whether inbound or outbound won’t bear many fruits without incorporation of Google Analytics. Marketing is important but tracking its goal especially on the web is best realized through a Google Analytics account. Therefore, before mapping on important objectives for which a website is created, there should be a way of tracking the results or rather whether goals are being realized.
Understanding goals in Google Analytics
Simply defined, goals, as tracked within analytics account, are basically actions aimed at meeting set objectives on a site. On the left side panel of your Google Analytics account, goals are found by clicking the ‘conversions’ on the icon. Other components of conversions include e-commerce which basically provides insight into metrics of purchases and value of transactions, and attribution basically helps with comparing channels and models especially with regard to which among them influenced conversion rates. The other component of conversions is Multi-channels that bear information relating to a multiplicity of channels such as Pay per Click, Social Media traffic and how they have had an impact on conversion.
The Types of goals
Well, looked at generally based on what is available within Google Tag Management and Analytics without delving into what is micro and what is macro, the following are the main type of Goals you need to know and most importantly, understand:
This is basically the tracked amount of time a user spends a site.
Page/Screens per session
The number of pages a specific user visits upon landing on a website fall under this GTM goal.
If you want to track the specific web page a user lands on such as redirects to other pages upon completion of tasks such as web request form, then check under destination
Button clicks, content shares, purchases, video clicks are goals tracked under event. It’s basically when something happens.
Here, user behavior analysis takes place using machine learning technique. The value of behavior is further looked into especially with regard to conversion.
Pros and Cons of Tag Management Tools
Advantages of GTM are many. First, it helps you in tracking and analyzing customer behavior through code snippets for purposes of ensuring marketing efficiency. Secondly, it is easy to set up, not to mention friendly user interface.
On the other hand, disadvantages include the need for a developer to set implement data layer which is done outside the code. Lack of a dedicated tag management support desk, when compared to others, is a downside.
Alternatives to GTM
There are equally useful tag management tools you can find more about. They include Tealium, Dynamic Tag Management, Signal Tag Management, Sales Force DMP, Yoast WordPress SEO Plugin, Adobe Analytics, Tag Commander, Oracle DMP, Web trends Analytics, Stat Counter, Dynamic Yield and more.
In conclusion, running a successful online business involves more than just setting up a website and sales codes. Converting leads into sales is best realized with an ideal tracking and analytics tools on the web. GTM is a good one for every starter. You can always be making a comparison with other alternatives based on genuine reviews by experts.
Richard Cruz is a researcher at Assignmentgeek and part-time editor at Usessaywriters. He has a master degree in Economics but he keens on web-technology trends and site development. Also, he has a passion for yoga and golf.