4 website actions you can track with Google Tag Manager

4 website actions you can track with Google Tag Manager


Google Analytics offers a wealth of data via the default installation, but many actions aren’t tracked by default. Getting additional tracking in place often entails digging into technical documentation and working with backlogged development teams. Google Tag Manager can help fill in the gaps, expanding the activity you can track on websites while not requiring backend website access or coding knowledge.

In this article, I’ll walk through setting up GTM tracking for four website actions important to digital marketing measurement. If you haven’t yet set up GTM, start here to work through Google’s instructions for creating an account and adding the simple code snippets to your site. Once installed, you’re ready to start setting up some tags and triggers to obtain better insight about your users.

Form submissions

Ever needed to track a form that doesn’t go to a thank you URL after clicking submit? GTM includes a built-in form listener that identifies when a form submission takes place so you can fire a conversion tag.

Start by creating a form submission trigger. Go to “Triggers” from the lefthand navigation and click “New” to start building a new trigger.

preview mode to ensure that your tag is actually firing on a test submission. If the default form trigger doesn’t trigger, a couple potential alternatives are tracking a custom JavaScript event that’s set up to fire on form submission or tracking clicks on the “Submit” button.

Button clicks

GTM’s click trigger can track clicks on just about any website element you want. Some examples of button click actions to track include:

  • Purchase links leading to third-party seller sites
  • “Add to Cart” actions
  • Links to social media profiles
  • Click-to-call buttons
  • Subscribe buttons
  • PDF downloads

First, you’ll need to set up a trigger to pinpoint the click(s) you want to target. Next, you can set up event tracking to fire a custom event into Google Analytics when the click happens, or associate the click with an ad platform conversion tag.

Create a new trigger and select a trigger type of Click – All Elements. You can then specify which clicks to track using as many parameters as you’d like. For instance, you could track a Download button with a specific ID only on your landing page URL.

Simo Ahava’s excellent solution, which incorporates a custom variable.

Scroll behavior

Testing a long landing page and wondering how much of the “below the fold” information people view? Want to know how many people read your blog articles beyond the first few paragraphs? Scroll tracking can help answer these questions.

GTM contains built-in variables to track scrolling activity. Just as with the video variables, you’ll need to enable these before you can use them.


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