Siobhan Lidon - Tag, You’re It! Track Your ROI with Google Tag Manager

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The document discusses using Google Tag Manager to track key performance indicators (KPIs) and goals across different stages of the customer journey from cold to warm to hot leads. It provides examples of defining valuable actions to track for lead generation and e-commerce. Implementing Google Tag Manager allows for more sophisticated tracking, less load time on pages, and reduced development costs. Analyzing the tagged data can reveal top conversion paths, improve attribution modeling, and help optimize marketing budgets. Configuring tags, variables, and triggers properly in Google Tag Manager is important for success.

Marketing

Tag, You’re it!
track your roi with google tag manager
digital summit denver

Who dat?!
Siobhan Lidon
Search Analyst @
FSC Interactive
New Orleans, LA

90% of businesses DON’T
have goal tracking
implemented.

• What am I tracking?
• How do I track it?
• What’s the point?

LEAD GENERATION
COLD:
Visit white paper page
Warm:
Download white paper
Hot:
Complete a contact form

E-COMMerce
COLD:
Visit product page
Warm:
Add to Cart
Hot:
Complete Purchase

Why google tag manager?
• More sophisticated tracking & Data
• Less load time
• Less development hours & $$$

Tips & TRICKS
•Configure all variables
•Configure google analytics settings
•Create click listener

•Reallocate marketing budget
•Remarket at a sophisticated level
•Improve user experience

100% increase in
phone calls
340% increase in
form submissions
125% increase in
Downloads
125% increase in
Emails

•Top Conversion paths
•Funnel visualization
•Attribution models

•Track the goals essential to your business
•Skip the developer
•Analyze your data & learn from your mistakes

Thank you!
Siobhan lidon
Fscinteractive.com
@fscinteractive

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