For us to monitor the success of your online campaigns, it is important that all digital marketing activity is trackable and measurable. Most websites have Google analytics that tracks and informs where traffic is coming from; either directly, from paid search, organic search or referrals.
This is fine up to a point, but it doesn’t tell us what those visitors do once they reach your website.
At the briefing stage we determine what the client wants to achieve from the campaign and agree Key Performance Indicators. Once agreed, Google Tag Manager is used to set up trackable events. A trackable event could be clicking a button, scrolling so far down in an article or buying a product.
These events are used in combination to set up goals that tie in with the campaign KPIs. In this way it is possible to report how many people came from which source, and of those, who triggered which event or bought a product.