Using Google Tag Manager to track engagement with your website
Google Tag Manager (GTM) can be intimidating. Yet, not using GTM can lead to inadequate tracking data. The Measurement & Analytics team is here to help you optimize your data tracking.
What is Google Tag Manager?
GTM works with Google Analytics 4 (GA4) to add customized tracking without the help of a developer. It is composed of three main elements:
- Tags: Identifies what data you want to add.
- Triggers: Identifies where and when you want the tag to fire.
- Variables: Identifies what pieces of information will be included with the data.
How do GTM and GA4 interact?
Tracking the most frequently used website engagements is provided by GA4’s dimensions and metrics. Views, users, sessions and traffic source information are all commonly identified Key Performance Indicators (KPIs) provided by GA4.
However, what if you want to know:
- How far people scroll your web pages
- Which pages people are most likely to click on a donate button
- If people use the main navigation, or buttons in the page body, to get to their next page
The answers are available with the adoption of GTM tags. Our new resource page helps simplify the process for tracking engagements with Folwell components, such as buttons, accordions and navigation.
How to set up GTM to track engagements with Folwell components
To help you start collecting GTM data, the Measurement & Analytics team developed tags related to the following Folwell components:
- button clicks,
- emphasis link clicks,
- give button clicks,
- slideshow clicks,
- accordion clicks,
- tabs clicks,
- main navigation clicks, and
- scroll depth to 25%, 50%, 75% and 90% of the page.
Find these tag setups and more information about starting out with Google Tag Manager on the new resource page: Google Tag Manager Tracking of Folwell Components. For questions, reach out to [email protected].
Happy analyzing!