Google Analytics (UA/GA4) and Meta Pixel (Facebook and Instagram) are tools you can use to track customer activity on your website. They can be integrated with your website and Spektrix using Google Tag Manager.
You can track website visits from emails using Google Analytics (GA4) without needing to set up Google Tag Manager. For more information, read How to use Google Analytics to track Email Campaigns.
What is Google Tag Manager?
Google Tag Manager (GTM) is a free tool offered by Google. You can use GTM to add and update tracking codes (known as Tags) to collect data for platforms such as Google Analytics, Meta pixel and more.
The Tags that you configure inform what data is collected from your website and Spektrix. The Triggers you set up inform when each Tag should fire. Using Tags and Triggers you can monitor the actions customers take on your website such as ticket purchases, donations or page views.
TIP: Take a look at Google’s glossary: Components of Google Tag Manager if you are new to Google Tag Manager concepts.
How to install Google Tag Manager
To set up a Google Tag Manager, you’ll need to create an account and container. Once you have a container, you can install it on your website and Spektrix iframes, and optionally your Spektrix Subsite.
- To install a Google Tag Manager container on your website, you may need the support of a web developer or the person in your organisation who has access to your website’s codebase.
- Spektrix cannot help you install Google Tag Manager on your website. However, we do provide documentation on how to install a Google Tag Manager container on the Spektrix iframes in our Integrate Portal: Google Tag Manager.
This guide can be set up without any previous knowledge of GTM and can be implemented without access to your website’s codebase. However, you may want to consult your website developer so that it is installed in accordance with the rest of your website.
- To install the GTM container on Spektrix Subsite, follow the guidance in How to set up Spektrix Subsite.
What is Google Analytics?
Google Analytics (GA4) is a free tool which you can use to track and store data from interactions made on your websites and apps. This data can be output and visualised in reports and dashboards to gain insights about your customers.
Spektrix cannot support you with custom Tags for Google Tag Manager or custom Reports for Google Analytics. However, the Integrate Portal: Google Analytics provides documentation on how to configure GTM in order to collect pageviews and purchase data on GA4.
You may want to consult your website developer and/or an analytics expert to help your organisation make the most of GTM and configure your GA4 account to provide you with meaningful insights.
We work with a number of partners who can provide help in this area. Browse the Partner Directory to find Website Analytics experts: Partner Directory: Website Analytics
What can you do with website tracking?
You can use website tracking to gather information about interactions customers have with your website.
For example:
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Mapping User Experience: You can gather data about how many people reach 404 error pages, which pages are loading more slowly than average or how many pages per session customers are visiting.
- Marketing Performance: Using website tracking you can measure which channels are sending traffic to your website and measure the success of your marketing campaigns. This also includes links you may send out in your Dotdigital emails.
TIP: To learn more about using Google Analytics to measure email marketing performance, read our article on How to use Google Analytics to track Email Campaigns.
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Content Performance: Analyse which pages on your website are attracting the most visitors and how long they spend engaging with your content.
- Conversions: Conversions are specific outcomes that you’d like to measure such as making a purchase or signing up to your mailing list. This may include tracking conversions on advertising platforms, such as digital adverts run through Meta.
What is the Meta Pixel?
You can use the Meta pixel to track customer’s interactions with ad campaigns on Facebook and Instagram (Meta) on your website. The Pixel can be installed on your website using the Google Tag Manager container.
You can also use the Meta pixel to optimize who will see your paid advertisement (ads) and target your existing customers and website visitors (retargeting).
Spektrix cannot help you install the Meta Pixel on your website. However, the Integrate Portal: Tracking iframes provides documentation to help your web developer achieve this. We also work with a number of partners who can provide help in this area. Browse the Partner Directory: Website Analytics to find website analytics experts.
What can you do with Meta Pixel tracking?
Once set up, there are a number of ways you can use the Meta pixel to gather data.
For example:
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Page views: Measure which ads are generating page views on your website.
- Purchases: Track purchases made by customers who have seen your ads.
- Retargeting: Using Ads automation in Dotdigital Programs you can identify customers who have engaged with your social media profile, or used your website, and use this data to target your ads.
Third party tracking
As well as the Meta Pixel, Google Tag Manager can be used to manage Tags for other third party analytics providers or digital advertising platforms
Your web developer can find information on the Integrate Portal about how to add other third party analytics to your website.