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Statistics chart on laptop display and trader analyzing the data

So, you have your website, now it’s time to track your performance with analytics to see how you are fairing with regards to the website traffics conversions.

One of the best ways of doing this (in our humble opinion) is via the Google Tag Manager.

GTM is simple enough to implement and allows those who aren’t so “tech-savvy” to easily include things like pixels, scripts, and other tracking components to their website.

It even allows the user to get down to the “nitty-gritty” by identifying when, where, and how certain tags are called to use.

Of course, whether you’re creating a fresh tag container for a project, or transitioning your existing website across, there will be a few essentials that you’ll want to set up.

The most important of all, would be make sure that a website’s analytics is successfully loaded through the TM container.

The good news is, if you’re not sure what that means or how to go about it, there’s a simple pre-set in the Google Tag Manager that allows such a configuration.

Google Conversion Goals and Tag Manager

Using Tag Manager with your analytics embedded throughout, you will be able to harness that data coming through your website and see which specific elements are generating what kind of engagement, and subsequently set yourself new goals and targets to achieve.

What is a Goal in Terms of Website Performance?

Your website’s goals are defined points of user engagement as depicted in your Google Analytics data.

You can specify a selection of goals within your account for things like, page views, form submissions, eCommerce purchase, and more.

Through GTM you can configure these goals under the following: Administration > View Goals

You can then set up whatever goal you desire and specifically measure each one that includes the specific type of user engagement that you are interested in.

As an example, you may want to track the number of conversions that are coming from anyone who fills out a form on your website from various paid advertisements.

That would be a great way of determining just how well the copy on the form is performing, and whether or not you may need to tweak the advert itself which is attracting said traffic.

This is known as an event type, that is intended to measure user-initiated actions.

In the case mentioned above, the action is when a user submits their personal information using the form on your website.

There are also many other goal types that you can track such as how often a specific page is viewed and how long users are spending on certain pages.

How to Set Up Tracking in Your Google Tag Manager Account

When it comes to configuring tracking in your GTM, you will need two specific elements:

A “firing trigger” (anything from a button click and beyond)

The tag itself

The tag that you wish to configure will only appear according to the parameters of the “firing trigger”.

The firing trigger can be something as focused as a specific single button click on one page of your website, or as broad as “all page views”.

This is why the necessity for a decent tagging system is so valuable, as you can make all of these specific configurations without having to dig through your website’s source code.

Simply put, it makes the GTM exceptionally easy to use.

Once everything is setup, tracking the individual goals on your website will be as simple as logging into your Google Tag Manager account and viewing the data presented to you.

Following that, you and your team will be exposed to some amazing “game-changing” possibilities.

The future of business is data-driven and those who are willing to accept, embrace, and implement that into their strategies today, will be more likely to thrive in the future.


If the Google Tag Manager is relatively new to you and you’re not entirely confident with the more technical aspects of running an online business, then please feel free to contact us at any time.

We will be more than happy to assist you in tracking and managing the data that comes through your website, as well as advising you on how best to utilise that data into actionable processes.