1. Introduction to Google Tag Manager (GTM)
Google Tag Manager (GTM) allows you to manage website tags without modifying the code directly. It’s a powerful tool for tracking user actions and managing tags centrally, giving you greater control over data collection and simplifying implementation.
2. Why Use GTM Over Direct Code Snippets
GTM offers centralized control of tracking tags, reducing developer dependency and maintenance. With GTM, you can easily adjust tracking, add custom parameters, and analyze user actions in granular detail.
Benefits of Using GTM for Gondola Tracking:
Using GTM on the Gondola platform enables tracking across critical touchpoints, like CTAs, form submissions, and FAQs, helping you gain detailed insights into user behavior for improved conversion optimization.
3. Key Features in the Gondola GTM Container
The Gondola GTM container comes pre-configured to track essential events, providing you with valuable insights:
Generate Lead Events: Captures form submissions across contact and inquiry forms with customizable parameters.
Custom Events: Tracks CTA clicks, phone interactions, FAQ views, Google Maps views, and page views with specific parameters for each action.
Detailed Parameters: Each event is set up with parameters (e.g.,
product_name,faq_title) that provide context to enhance your analytics data.
4. Setup Instructions
Step-by-Step Guide to Implementing the Gondola GTM Container
Download the Gondola GTM Container
Log into Google Tag Manager
Open Google Tag Manager
Select your container (or create a new one if needed).
Import the Container
Go to Admin > Import Container.
Choose the Gondola GTM file you downloaded, and select Merge or Overwrite based on your preference.
Basic users: we recommend overwriting your container with our preconfigured event tracking. This will ensure that there are is no overlap in event firing.
Advanced users: review the overwrite/merge settings prior to confirming your import. GTM will provide you with a complete event tracking analysis prior to finalizing import. Consider custom triggers and events that you already have set up and how those will behave with the imported container.
4. Add GA4 and Meta Pixel IDs
Go to Variables in GTM and find GA4 Measurement ID and Meta Pixel ID variables.
Input your unique Google Analytics 4 and Meta Pixel IDs to ensure that data flows correctly to each platform.
⚠️ Important
You must set variables in order to push events to your advertising or analytics accounts.
5. Publish the Container
Once everything is set, click Submit to publish the container.
Tip: Before publishing, use GTM’s Preview Mode to verify that each tag fires as expected across your site.
5. Detailed Event Tracking Breakdown
Each tracked event within the Gondola GTM container captures specific interactions, allowing for in-depth analysis. Here’s a closer look at each event and its parameters:
Generate Lead Events
Purpose: Tracks user form submissions to identify interest and lead sources.
Tracked Parameters:
Contact Form – Standard contact form submissions.
Product Name – Associates leads with specific products when using a product inquiry form.
Request Type – Differentiates between
request_infoandask_questioninquiries, helpful for understanding lead quality.
Example Use Case: Track which product inquiry forms drive the most leads, helping you understand product demand.
call_to_action_click
Purpose: Tracks CTA clicks across different page sections.
Tracked Parameters:
header_menu, home_hero, product_card (includes
product_name), and footer.
Example Use Case: Analyze CTA engagement to identify which placement (header vs. footer) gets the most interaction, allowing you to optimize CTA positioning.
newsletter_signup
Purpose: Captures successful email newsletter sign-ups, tracking user interest in email content.
Example Use Case: Monitor which pages drive the most newsletter sign-ups, refining content placement to increase subscription rates.
faq_view
Purpose: Tracks user engagement with FAQs, capturing the title of each viewed question.
Tracked Parameters: faq_title.
Example Use Case: Identify the most frequently viewed FAQs to address common customer questions and improve content accessibility.
phone_call_click
Purpose: Logs clicks on phone numbers across the site, useful for tracking offline leads.
Tracked Parameters: top_bar, footer, and contact_page.
Example Use Case: Measure which phone numbers users interact with most (e.g., header vs. footer) to optimize contact information placement.
view_on_google_maps
Purpose: Tracks clicks on embedded Google Maps links, indicating user interest in locating your business.
Tracked Parameters: product, top_bar, and footer.
Example Use Case: Monitor where map views are most frequent to optimize location information on your site.
page_view
Purpose: Captures views for specific content, such as blog posts.
Example Use Case: Identify popular blog topics or content that drives traffic, allowing you to prioritize high-engagement topics.
ℹ️ Notice: Conversion Data
E-commerce events are not fired through the GTM container provided here. E-commerce and conversion data will come from the booking system used, so you'll need to set up GTM or GA4 directly with your booking system provider to get conversion data.
6. Advanced Tips and Recommendations
Optimization Tips Using GTM Data
GA4 Custom Dimensions: In Google Analytics 4, set up custom dimensions for parameters like
product_nameandrequest_type. This lets you filter and analyze event data by specific variables for more refined insights.Facebook Pixel Integration: Add the Meta Pixel ID in GTM’s Variables section to track conversions from social ads and optimize retargeting.
7. Troubleshooting Common Issues
If you encounter any issues during setup, here’s a quick diagnostic guide:
Tags Not Firing: Use GTM’s Preview Mode to check if tags are firing correctly. Ensure the site elements match GTM’s trigger configurations (e.g., button selectors).
Missing Parameters: If parameters like
product_nameorfaq_titleare not appearing in reports, double-check that they are configured correctly in GTM’s Variables and tagged with the correct event.GTM Script Placement: Verify that GTM’s main script is installed site-wide (preferably in the header) to ensure tags load on all pages.
8. Download the Gondola GTM Container
This advanced GTM setup provides a structured way to analyze user engagement, optimize your website for conversions, and gain valuable insights to guide business decisions.