23 Jan 2018

3 Metrics That Help Track User Engagement with Google Tag Manager

Now that content marketing has taken the world by storm, many businesses are onboard with the proven strategy of consistently publishing content, but it’s astonishing how many businesses aren’t measuring the effectiveness of their content past pageviews and vanity metrics like average time on page.

I’m sure your executives would love an average time on page of 10 minutes, but does that really matter? If all other metrics remain the same, how does an average time on page of 10 minutes move users further down the funnel? How does it improve your bottom line? Unless you’re a publisher, there are better metrics to be tracking each month.

Using Google Tag Manager, you should implement scroll depth tracking, element visibility, and click tracking to uncover more accurate and insightful data on how users are engaging with your content.

1. Scroll Depth Tracking with Google Tag Manager

First, we want to track how far users scroll on your site pages. Do you know the percentage of users who read your content?

Scroll depth tracking is a metric that’s commonly underutilized because, in the past, it was a very technical process to implement. However, since Google Tag Manager enabled out-of-the-box functionality, it now only takes a few clicks.

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Scroll Depth Tracking with Google Tag Manager

Knowing that, on average, someone is spending 30 seconds on my content doesn’t tell me what to do next. But knowing that only 5% of users scroll to the bottom of my post points me in the right direction, which is either my content is too long or it’s not engaging enough for my users.

Here’s what to measure and do next:

Measure: How far users are scrolling down a page (25%, 50%, 75%, 100%).

Action Item: Shorten the content or make it more engaging.

2. Element Visibility in Google Tag Manager

Next, we want to setup element visibility for Calls-to-Action (CTA). Do you know the percentage of users who are seeing the CTA that you worked so hard to create and add to your posts?

Once you have scroll depth tracking enabled, you can measure how much of your content your users are reading, but not if they’re seeing your CTA. It doesn’t matter where your CTA is located (sidebar, footer, header, etc.) if visitors aren’t seeing it, the content hasn’t fulfilled its purpose.

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Element Visibility in Google Tag Manager

If you’ve never tracked this before, you might be surprised at how many people are seeing the call-to-action at the bottom of your post.

Here’s what to measure and do next:

Measure: The percentage of visitors who are seeing the CTA on your page.

Action Item: Add CTAs throughout the content and maybe one at the top.

3. CTA Click Tracking in Google Tag Manager

Finally, we want to setup click tracking on the CTAs. Do you know the percentage of visitors who are clicking the CTAs in your content?

At this point, a user has opened a page on your website, they’ve scrolled through the content, and they’ve seen your CTA, but now you want to know how many people are clicking the button. After all, this is what will move them to your landing page and closer to converting.

Setting up click tracking will allow you to measure the effectiveness of your content in convincing your visitors that you are an authority and they should take the next step in seeing what you have to offer.

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Click Tracking in Google Tag Manager

If you find that visitors are seeing the CTA, but not clicking one of two things has happened:

  1. The content hasn’t convinced the visitor to take the next step.
  2. The CTA isn’t relevant to the content.

Here’s what to measure and do next:

Measure: The percentage of visitors who are clicking on the CTA.

Action Item: Change the CTA and make it more enticing to click.

What’s Next?

My challenge for you is to implement the metrics above using Google Tag Manager and to start using them in Google Analytics to measure user engagement on your website. These metrics will help you uncover actionable insights into how users engage with your content, allowing you to make insightful changes and see meaningful results.

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Content Marketing Measurement

Do you ever wonder if your current online marketing efforts are having a positive effect or do you just hope for the best? When it comes to Google, wishful thinking stopped working a long time ago. Let us create a content measurement plan that will set you up for long-term success.

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