Tracking Website Actions With Google Tag Manager

Anirudh Bhardwaj |

28th June 2019

Google Analytics is an invaluable tool that tracks a website’s performance with insightful reports. However, it has certain limitations when it comes to tracking actions. To track additional visitor actions, website administrators have to include essential tracking codes in the website’s HTML. For example, if you want to implement rich snippets on your website, you have to modify the existing code which requires developer’s assistance. However, Google Tag Manager eliminates these complexities by enabling seamless deployment with minimal coding requirements.    Google Tag Manager is an online tool that enables marketers to deploy and manage various marketing tags (code snippets or marketing pixels) on a website without any code modifications. In addition, it analyzes and processes data to provide useful insights about a particular website. When used in conjunction with Google Analytics, GTM can gather a large amount of data. Further, this data can be used to extract invaluable information about the performance and behavior flow of a website. 

How GTM Eliminates Coding Requirements 

GTM is an automated tag management system which enables marketers to deploy and manage various tags on a website without coding. Once you integrate GTM with your website, the marketers can easily implant tracking codes of various tags directly via its console. It eliminates the coding requirements as marketers can use it without any technical knowledge or coding skills. It only requires one-time assistance from the developer to install GTM code on the website.      
Also read How To Measure User Engagement With Google Analytics
How To Add New Tags
You can start implementing various tags by submitting their tracking codes once the GTM code is installed. GTM lets you choose from a number of different platforms like Google Analytics, Google Ads, Conversion Linker, and many other third-party applications. For example, let’s assume that we want to add a Google Analytics tag on a website. To add this tag via GTM, you need to follow these steps:  
  • Log in with your Google account
Google Tag Manager
  • Select ‘Tags’ from the options given under the ‘Workspace’ tab
  • Click ‘New’ on the top-right of the screen
Google tag manager 2
  • Edit ‘Tag Configuration’
google tag manager 3
  • Choose Google Analytics from Tag options 
  • Enter the tracking code and set the required parameters
  The parameters will be different depending on the tag you are going to implement. You can also create custom tags by directly submitting the tracking code.  custom tag creation in GTM To create a custom tag, follow the first four steps and then select Custom HTML from the given options. Enter and save the tracking code to create your custom tag.   
Using a Trigger To Track Analytics
Trigger features on Tag Manager are used to track website analytics and data accumulated by various tags on your website. For example, you can track your website pageviews, clicks, conversions, user engagement, and many other factors. Apart from that, you can track form submissions, video views, button clicks, and scroll behavior of your website visitors. Google Tag Manager also enables you to create custom trigger events. These events are used to track website interactions that can’t be handled using standard methodologies. Custom triggered are mainly created to track form submissions when there is a slight change in its default behavior. 
You may also like Deciphering Google Analytics’ Direct Traffic Mystery
How To Set a Trigger Function
A trigger event, when created causes the intended tag to fire when the specified action is detected on a website. Setting up a Trigger function is quite simple. Follow these steps to raise a trigger for the desired action:   
  • Log in with your Google account
  • Under the Workspace tab, click ‘Tags’
  • Click ‘New’ on the top-right of the screen
Choose a trigger in GTM
  • Go to ‘Triggering’ and edit Trigger configuration
Trigger configuration
  • Choose the ‘Trigger type’ that you want to create
selecting trigger type
  • Complete the set up to raise your trigger  
  To edit an existing Trigger, 
  • Under the Workspace tab, click ‘Triggers’
  • Select the trigger event that you want to edit
  • Click Trigger Configuration
  • Select the desired action that you want to perform
You can create a copy of the trigger, delete a previously created event, or change the trigger parameters.
Closing Thoughts
In a nutshell, we can say that Google Tag Manager is a brilliant tool that saves online marketers from development hassles. In the absence of GTM tool, you need to rely on backend developers to make simple changes in your website. The process might be time-consuming and might produce undesirable effects since you are modifying the existing code. However, Google Tag Manager alleviates the process and provides a common platform for adding all types of marketing tags without any code changes.     
How Oodles Marketing Enhances Your Website Performance?
Oodles Marketing provides 360-degree digital marketing services to improve your website’s performance and enhance its visibility. Our SEO team keeps you up-to-date with the latest analytics reports to measure SEO efforts. We use Google Tag Manager in conjunction with Google Analytics to provide you insightful tracking information about your website’s behavior flow.