Tracking conversions in Google Analytics using Google Tag Manager

Modified on Tue, 21 Nov 2023 at 03:36 PM

When you're sending traffic to your Audience Republic campaign from multiple channels, you may wish to connect Google Analytics to see how each of those channels performs in terms of signups.

 Some examples of channels you may be using to send traffic to your Audience Republic campaign:

  • Email and SMS marketing
  • Facebook/Instagram ads
  • Organic social posts
  • Your website or landing page

Step 1: Configure Google Tag Manager and set up Google Analytics
You may already be using Google Tag Manager on your website, but it's advisable to set up a new Container for your Audience Republic campaigns. Why? Additional scripts you may use on your website, such as pop-up email capture forms, may interfere with the native functionality of our platform and slow down the user experience resulting in fewer signups.

In this step, we'll show you how to create a new container in Google Tag Manager and configure it to work with your Google Analytics property, then we'll create a trigger that fires for each pageview.

 If you don't already have a Google Tag Manager account:

  1. In Tag Manager, click Accounts, then Create account.

  2. Enter an account name.

  3. Enter a descriptive container name and select the type of content, in this case, it's Web.

  4. Click Create.

  5. Review the Terms of Service and click Yes if you agree to those terms.

When your new container first loads, you will be prompted with the web container installation code snippet. Copy the code snippet for the container and enter this into the Custom HTML section of your campaign.

If you already use Google Tag Manager:

  1. In Tag Manager, click Accounts, then the three vertical dots next to the relevant account name.
  2. Choose Create Container.
  3. Enter a descriptive container name and select the type of content: Web.
  4. Click Create.
  5. Review the Terms of Service and click Yes if you agree to those terms.

Once the container has been created, copy the code snippets into the Custom HTML section of your campaign.

Once you've installed Google Tag Manager on your campaign

In this section, we'll install Google Analytics to your new Google Tag Manager Container.

  1. In Google Tag Manager, select the Tags item from the sidebar on the left. Then hit New towards the top right of the screen.
  2. Give your new tag a helpful name, like 'Google Analytics'
  3. Click in the Tag Configuration area, then select Google Analytics: Universal Analytics as the tag type.
  4. In the Track Type field, choose Page View.
  5. Next, in the Google Analytics Settings field, choose New Variable.
  6. Give your new variable a name like 'GA Property'.
  7. Enter your Tracking ID from Google Analytics. Note: you may wish to create a new property to keep your main website analytics data separate from your campaigns data.
  8. Click Save. You should see a screen similar to this:
  9. Click on the Triggering area, then the blue + icon in the top right to create a new Trigger.
  10. Give your new Trigger a name like Page View.
  11. Click the Trigger Type field and select Custom Event. In the Event name field, enter pageview. You must enter it exactly like this otherwise it will not work. You should see a screen like below (minus the green box). 
  12. Once you've completed steps 8 - 11, you should see a screen like below. Hit Save.

Now you have successfully installed Google Analytics to Google Tag Manager and configured page view events, it's time to publish your container. Once published, analytics data will flow into Google Analytics from your Audience Republic campaign. Now it's time to configure goals in Google Analytics.

Step 2: Configure goals in Google Analytics
In this step, we'll set up a goal in Google Analytics that you can use to measure the performance of your campaign by traffic source.

  1. Head over to Google Analytics, click on the gear icon in the bottom left of the screen and navigate to Goals. Then click New Goal.
  2. Give your goal a name, like Signup, and select Type: Destination. Click Continue.
  3. In the Destination field, choose Regular Expression from the dropdown menu and enter unlock in the text field. Click Save.

Now your goal is configured, you can view the performance of your marketing channels in terms of signups generated. A handy place to see this data is the Acquisition Overview screen. Once your campaign is live, you will see traffic by source and data such as:

  • Total users + sessions
  • Bounce rate
  • Pages per session
  • Goal conversion + conversion rate

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