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Google Tag Manager is a free, easy-to-use tool that enables you to gather marketing data easily by setting up tags (snippets of code) that track events without having to change the code on your website every time.
After setting up event tracking in Google Tag Manager, it can then be connected to Google Analytics. The events you have set up in GTM can be used to create and track goals and allows you more control over tracking every possible conversion you might want to collect data on.
An event is any user interaction on your website other than a regular pageview (for example a click or scroll).
Event tracking is used to gather detailed data on your website or mobile app that isn’t usually provided by using the standard methods. It pairs user interaction (like button click) to a specific element on your webpage.
By gathering event tracking data, you will get information and insights that will help you understand user behavior. You can then use these insights to optimize your website and conversion rates and generate even more conversions and leads.
GTM can be used to set up very specific event tracking. Instead of tracking clicks on all the contact form buttons on a page or website, you can track conversions on a specific button and for example test if a contact form is used more on the home page or on the contact page.
You can basically track any user interaction on your website. Which tags you will set up depends, however, purely on which data you deem the most valuable for improving your digital marketing efforts.
Here are some of the essential events to track using GTM:
Google Tag Manager can seem very intimidating when you start, but it is very much worth your time and effort. What are you waiting for?