Post on 14-Jun-2015
description
NB
Advanced Form TrackingGoogle Tag Manager
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB3
What’s the point?
NB4
Why track forms?
Form engagement is rarely tracked together with web traffic
Session start
Session includes /thankyou/ page
Session does not include /thankyou/ page
?
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB5
Why track forms?
Track forms to reveal the conversion-killing monsters…
Session start
Session includes /thankyou/ page
Session does not include /thankyou/ page
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB6
Why track forms?
…and to find opportunities to optimize the entire online experience
Session start
Session includes /thankyou/ page
Session does not include /thankyou/ page
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB7
For many websites, a web form is central to identifying and optimizing engagement goals!
Why track forms?
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB8
Because agility is incredibly important to web analytics
Why track forms with Google Tag Manager?
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Because a complex development process is detrimental to analytics and to capturing the subtleties of engagement
Why track forms with Google Tag Manager?
X29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB10
Because Google Tag Manager leverages a number of JavaScript APIs that help you track engagement on your site
Why track forms with Google Tag Manager?
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB11
What is the biggest challenge here?
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB12
What is the biggest challenge here?
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegation
GTM’s form submit handler
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB13
What is the biggest challenge here?
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB14
What is the biggest challenge here?
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB15
What is the biggest challenge here?
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB16
What is the biggest challenge here?
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB17
What is the biggest challenge here?
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB18
What is the biggest challenge here?
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
JS
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB19
What is the biggest challenge here?
HTML
HEAD
BODY
ARTICLE
DIV
DIV
FORM
Event delegationsubmit()
GTM
JS
X
X
X
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB20
Is engagement page- or session-scoped? If the user returns to the form later in the session, is it an overall
success, or one abandonment and one completion? Just what events should you track?
submit blur focus change unload
Just what elements should you track? What are relevant fields? Should you track validation errors? Should you track for funnels or unique goals? Look out for PII!
Other challenges
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB21
Tracking forms with Google Tag Manager
NB22
Step 1: Initiate a Form Submit Listener
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB23
Step 1: Initiate a Form Submit Listener
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB24
Step 1: Initiate a Form Submit Listener
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB25
Step 1: Initiate a Form Submit Listener
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB26
Step 2: Create tag(s) to collect submit events
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB27
Step 2: Create tag(s) to collect submit events
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB28
Step 2: Create tag(s) to collect submit events
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB29
Step 2: Create tag(s) to collect submit events
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB30
Step 2: Create tag(s) to collect submit events
29 Oct 2014 | Conversion Conference, London | @SimoAhava
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Step 3: Use macros to parse form fields
{{field value}}Macro Type: Custom JavaScriptCode:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
PII ALERT!
NB32
Step 3: Use macros to parse form fields
{{selected option}}Macro Type: Custom JavaScriptCode:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB33
Step 3: Use macros to parse form fields
{{checked button}}Macro Type: Custom JavaScriptCode:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB34
Step 3: Use macros to parse form fields
{{string of checked buttons}}Macro Type: Custom JavaScriptCode:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB35
Step 3: Use macros to parse form fields
{{array of checked buttons}}Macro Type: Custom JavaScriptCode:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB36
Step 4: Create your own listeners
{{generic event handler}}Macro Type: Custom JavaScriptCode:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB37
Step 4: Create your own listeners
Custom HTML TagCode:
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB38
Summary and further reading
NB39
Why track forms?
To create a story
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB40
Why track forms?
To create a storyTo complete a story
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB41
Why track forms?
To create a storyTo complete a storyTo recognize a story
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB42
Further reading
www.simoahava.com/analytics/form-tracking-google-tag-manager/
www.simoahava.com/analytics/custom-event-listeners-gtm/
www.simoahava.com/analytics/dont-gtm-listeners-work/
29 Oct 2014 | Conversion Conference, London | @SimoAhava
NB43
Further reading
www.simoahava.com/analytics/form-tracking-google-tag-manager/
www.simoahava.com/analytics/custom-event-listeners-gtm/
www.simoahava.com/analytics/dont-gtm-listeners-work/
THANK YOU!
29 Oct 2014 | Conversion Conference, London | @SimoAhava