This guide gives an overview of using Google Tag Manager and Google Analytics (UA/GA4) to track customer activity on your website.
The technical steps to integrate tracking with Spektrix are detailed in the Integration Portal
If this is brand new for you, you might want to reference Google’s glossary: Components of Google Tag Manager to better understand the terms used throughout this document.
Tracking will give you information about your customers’ interactions with your website.
Some examples of Website Tracking Uses:
- Mapping User Experience: For example, how many people are hitting 404 pages? Which pages are loading more slowly than average?
- Marketing Performance: For example, which channels are sending high volumes of traffic? How do our digital advertising efforts compare?
- Content Performance: For example, what kinds of content attracts readers? What % of people read or watch content and share it or subscribe for more?
- Conversions: These can refer to any completed activity on your website by a user which adds value. Such as tracking the name of events, number of tickets, total cost, purchases made online, etc.
Google Analytics and Google Tag Manager
Google Analytics is a free tool which is used as a platform to collect data from your websites and apps to create reports that provide insights into your business.
The most commonly used tool for tracking website interactions is Google Analytics. Google’s current version is called ‘Universal Analytics’, this is currently being replaced by ‘Google Analytics 4’. ‘Universal Analytics’ will stop collecting and analysing data from 1st July 2023, until then we support both Universal Analytics and Google Analytics 4.
Google Tag Manager
Google Tag Manager (GTM) is a free tool offered by Google. It can be used to add and update website tags (for conversion tracking, site analytics, remarketing, and more, not limited to the Google suite) in one place. This makes it easy to gather meaningful data about users visiting your website.
Google Tag Manager can be easily integrated with Spektrix by your website developer when they add GTM and Google Analytics 4 tracking to the rest of your website.
More information on GTM can be found on our Integrations Portal, which provides a guide on how you can integrate GTM with your website and Spektrix to gather analytics on the entire patron journey from first visit to checkout. While this guide doesn’t assume knowledge of GTM and can be implemented without access to your website’s codebase, you may want to consult your website developer to install GTM and/or an analytics expert to help provide a full picture of how your organisation can make the most of GTM.
Browse the Partner Directory to find Website Analytics experts: Partner Directory: Website Analytics