In this lesson you're gonna learn how you can set up conversion tracking with the help
of Google Tag Manager and how to utilize Custom HTML tags.
All and more coming up right after this.
Hi there!
And welcome to another video of measureschool.com where we'll teach you the data driven way
of digital marketing.
My name is Julian, and in the last lesson we already talked about how we can track interactions
with the help of Google Tag Manager.
Now, in this lesson we're gonna talk about interactions again, but this time about the
most important interaction that your user can take on your website, which are your conversions.
And we're gonna take a look at how we can transfer that data over to a marketing vendor
that is not Google in order to track our conversions in a third party tracking tool.
This is very important if you do any kind of paid advertising to your website.
Now, before we get started, if you want to test your knowledge after this video, you
can head over to measureschool.com/lesson6 where we have a little bit of a challenge
prepared for you and you can test if you understood everything and put your knowledge into an
actual action.
So you'd be able how good of a Google Tag Manager implementer you really are.
But we've still got lots to cover so let's get started.
Alright, in this video we're gonna talk about conversion tracking which begs the question:
what are actual conversions?
Well, conversions are really what you define them to be but in the broader sense they represent
success on your website.
If the user was able to accomplish the goal that you set out for him to do on your website,
then he is counted as converted and generated a conversion on your website.
And this can come in many different forms and it really depends on your business.
Whether you're an e-commerce shop, you might want to count a purchase as a conversion.
If you are a lead generation website that wants the user to fill out a form, you might
want to count this form submit as a conversion.
But other websites might be more individual in terms of what they define as a conversion.
It might just be an action that is an important milestone for them to take on the website,
such as started project, or in the case of a search engine, like Google.com, it would
be a simple search action that would be counted as a conversion.
Now, why are these conversions important?
Well, if you think about any kind of paid advertising that you do on a publisher website,
such as Facebook.com, and you pay on a click basis for somebody to visit your website,
you might want to know whether this click led to an actual conversion.
And if it does, we should report that data back to the marketing vendor so he can display
this data in the ad interface and make it easier for you to optimize your campaign based
on the interactions that actually led to a conversion on your website.
And that's why basically every marketing vendor has some kind of conversion tracking mechanism
to be able to attribute the clicks that came from the website with whatever success looks
like on your website.
So let's take a look on how to install such conversion tracking on our demo shop.
Now back at our demo shop.
In our last lesson we learned how to track this Add to cart click, and the question would
be here: what if you wanted to send this data over to a marketing vendor just like Facebook.
Well, luckily, we already configured our trigger to fire on this Add to cart click so all we
need to do is basically transfer that information over to our marketing vendor.
In our case I will go with Facebook here, and Facebook has a simple conversion tracking
mechanism.
So if you log into your Facebook Ads account, you will be able to see under your Asserts
the different pixels that are available for your site and under this button you can see
that we can create a conversion and we'll do this with the Standard Events feature.
So, if you click on this, we get a little bit of an animation.
We basically want to check the Add to Cart click and we need to place that within the
Facebook Pixel on our HTML code.
Now, in our case we will do this through Google Tag Manager.
So, where would we find this Facebook Pixel?
Let's go back here.
Under Actions we can actually view our pixel.
Here we have the pixel code that needs to be implemented in the head section and we
will do this through Google Tag Manager.
So we can basically copy our pixel code here, go over to Google Tag Manager, and click on
New tag.
This will be a Facebook Conversion tag which will fire on the Add to Cart button.
Now we go to the tag configuration and we scroll down the list and we see unfortunately
there is no Facebook available yet within our tag templates.
That might change overtime so keep a look out for this.
But there is an option that we can always choose which is the Custom HTML option where
we can simply enter our HTML and JavaScript that we want to implement.
So let's paste that in here and we have our Facebook Pixel in this little editor.
You need to understand a little bit of JavaScript in order to customize this.
Because we don't want to, in this case, track a page view but track our Add to Cart, and,
as we have seen before under Create Conversion, we can add a special kind of code here which
will signal the Add to Cart.
This is right down here.
So all we need to do is tag that event code and copy it, go over to Google Tag Manager,
and let's replace our Page View here with our Add To Cart click.
So now we have configured our tag and just need to choose a trigger.
Luckily, we are able with Google Tag Manager to reuse any kind of assets, triggers, variables,
or other code methods that we have already prepared beforehand in the tool.
So we can choose our click trigger here and save this tag.
Let's try this all out.
Go under the Preview and Debug mode.
Go over to our page.
Let's reload this page.
And click on our Add to cart button.
I'll do this with the Command key pressed in order to open up in a new tab, and when
we click on our event, we see our Facebook conversion tag has fired correctly.
Now, luckily, Facebook also has an extension for Google Chrome which is the Facebook Pixel
Helper, and we can see that we got a message here saying that the Facebook Pixel loaded
successfully and, if you look into the Event Log, you see that the Event ID was AddToCart,
as we configured it in the code, and this data was sent over to Facebook as well.
So, we have successfully configured a conversion tag with the help of Google Tag Manager.
So all we need to do now is, again, go into Google Tag Manager and publish this as a version
to all our users.
So, now you know how to track your conversions with the help of Google Tag Manager and transfer
them to a third party tracking tool which is non-Google with the help of Custom HTML
tags.
If you wanna test your knowledge after this video, then head over to measureschool.com/lesson6
where we have a little bit of a challenge prepared for you, and if you go through all
these challenges that we had already in the videos and submit them to us, we will give
you a little bit of an extra at the end of this course.
If you like this video, then join me in the next video when we're gonna wrap this whole
thing up and I'm gonna give you some more resources to deepen your knowledge in Google
Tag Manager and send you on your way to doing more Google Tag Manager implementations.
My name is Julian.
Till next time!