"Where do visitors click on your site?"

Understanding exactly what visitors are doing on the website is vital for further improving results. Event tracking allows us to see exactly which links have been clicked. We use Google Tag Manager to set this up. This enables you to trigger different events for each type of hyperlink. These triggers enrich the data in Google Analytics, so that the effects of event tracking become visible in the statistics.

Tracking clicks

In virtually all projects, we implement the following click events:

• Click on the email address
• Clicking on a phone number
• Clicks on social media
• Clicking on external links

Clicks on email addresses and telephone numbers can be classified as leads. However, you should distinguish between commercial leads and interest in specific job vacancies.

Tracking downloads

We are not in favour of making downloads available on the website. If the client insists on this, we will track the clicks on the downloads. To provide an insight into which files are downloaded most frequently, we also store the file names in Google Analytics.

I’d prefer marketing automation

By offering downloads, you miss out on making contact with prospects. A visitor to a public website is anonymous, so you don’t know who has shown an interest. A good alternative is marketing automation to apply. Interested parties enter an email address, which is – naturally in accordance with the GDPR – added to a mailing list. At that point, an email containing the download link is sent. You now know who has downloaded the file and can follow up with the lead. The more contact details you ask for, the fewer requests you’ll receive. So be careful here!

Registering form applications

Form submissions are valuable, and these events must certainly be reflected in the statistics. At SEO Ninja, we go through the entire site and map out all the forms. Contact enquiries, quote requests, bookings, call-back requests, newsletter subscriptions, etc. must all be tracked separately so that we can distinguish between them.

Setting up e-commerce tracking

For online shops, this is the most exciting part. If your e-commerce tracking is set up properly, you can identify which traffic sources and marketing campaigns have been the most profitable.

Building valuable reports

If event tracking in Google Tag Manager is set up correctly, Google Analytics is enriched with high-quality data. With a a tool such as Google Data Studio you can create customised reports. For many of our clients, Google Analytics is too complex and difficult to use, and they prefer bespoke dashboards. Once clicks, downloads and form submissions have been recorded as events, you can use this data to build valuable dashboards and monitor progress.