Setting up conversion tracking to view the results of your marketing efforts is extremely important. It is what separates traditional from digital marketing in many aspects. When working with a client, I needed to track business events that occurred on their site. I classified these events as macro and micro conversions. To accomplish this I went above traditional page tracking and implemented custom events.
- Track form submissions
- Identify and track valuable micro conversions
- Created 2 tags for Google Analytics events and Google Ads conversion tracking
When setting up a tag that does not have a unique URL you must find the dynamic ID or class. The main call to action on every landing page was sending users to a form submission. When the conversion occurred a unique message appears indicating a successful submission. In order to track this as a conversion for Google Ads (for later machine learning optimizations) I had to inspect the element.
Chrome Developer Tools
When inspecting the element I utilized Chrome Developer Tools. I did this because I wanted to find the unique ID or CSS selector for that particular conversion pop up. I decided to use ID because it was simpler than a long CSS selector.
Google Tag Manager
The most important part of development process is debugging. I used Google Tag Manager preview mode. This allowed me to see when I did test email submissions for my tag. When I put test emails into the website and my GA_Contact-Us_Event didn’t fire I would know something is wrong. Another way this could be done is via Chrome Developer Tools by injecting document.querySelector(“uniqueID”) into the console.
Challenge: Iframe Element
For micro conversions outside of contact form fill out I wanted to track email list subscriptions. However, from inspection via Chrome Developer Tools and the limitations of Google Tag Manager I couldn’t with an iframe. In this case the iframe was contained in Constant Contact. I did not have Google Tag manager on this website so any CSS selector or ID I was able to pull wouldn’t fire. So I learned the limitation of GTM for this type of tracking.
Finally, after all the tags were properly firing I was able to push the changes to the live website. Now the conversions would be linked to Google Ads, and Analytics. I made sure to documentations to that version so in the future if I need to fix anything I can find it quickly.