Enterprise clients need tracking so they can follow the money trail and account for their spend, in other words, generate an ROI for their campaign. To do this we can employ a variety of tracking methods through Google Analytics (GA) but to properly track all events and conversion we find the most professional way is to use custom events through Google Tag Manager which then sends that unique data into GA. This provides a custom way to track button clicks, funnel conversion, and identify areas of improvement to further increase conversion.
There are several ways to setup this custom event tracking depending on what is needed. For example there is a whole set of enhanced eCommerce attribution tracking just for eCommerce. You will need to be sure to choose the right implementation method or else it will fail and not be sent to GA.
Steps to Proper Custom Event Tracking
(Note: I will come back and update this post with more details if I get enough interest, send me an email if you need more details here).
- Determine the type of implementation
- Create the code (use JSON scripting when possible)
- Insert the code in head of the page (this can be done through script embed on page, code injection, gtm)
- If the script requires a trigger to push up through the dom, be sure to place the trigger in the code as well.
- Next, testing. Open up preview mode of GTM and make sure the event data is there and that its being sent through.
- Lastly, confirm its being received in GA. This depends on the type you setup but most of them can be found under the Behavior section in GA.
This is where you will make sure you are seeing the data and that it is formatted properly.
What is DOM that I referenced above, some developer speak: “The Document Object Model (DOM) is a programming interface for HTML and XML documents. It represents the page so that programs can change the document structure, style, and content1”
Example of a Data Layer Push type for enhanced eCommerce attribution:
How this helps seo
- You are creating a trigger that signals an action was taken, reducing your bounce rate
- You are improving the CX (Customer behavior) through testing and improvement
- Increased customer paths benefit SERPs greatly
- Improved modern code/tracking – we know well formed code and pages that implement the latest and greater have better SERPs.
I’m sorry for not taking more time today and providing more details and screen shots but you get the basics of what is needed from these details. If you are in need of troubleshooting your GTM instance, applying proper enhanced attribution and custom event tracking or need an hour or two of enterprise seo consulting give us a call today!
https://developer.mozilla.org/en-US/docs/Web/API/Document_Object_Model/Introduction Mozilla. Retrieved September 5, 2019