Overview
In this project, I played a key role in the implementation of GA4 and GTM website tagging for multiple clients, enhancing their ability to track user interactions and inform data-driven marketing decisions. The process involved setting up GA4 properties and deploying GTM containers to capture key events such as form submissions, button clicks, and link interactions. I followed a structured naming convention for events to ensure consistency and created tags in GTM for critical actions. A comprehensive website measurement plan was developed to align with the client’s KPIs.
Behind-the-scenes
- Setup and Configuration: I set up GA4 properties and linked them to GTM containers, ensuring seamless integration.
- Event Tracking: Implemented event tracking for form submissions, button clicks, and link interactions using GTM tags and triggers.
- Testing and Validation: Conducted thorough testing via GTM’s Preview Mode and GA4’s DebugView to ensure accuracy.
- Measurement Plan: Using a pre-determined measurement plan, I developed a custom tagging sheet to map KPIs to specific events, enhancing campaign attribution and optimisation.
Impact
This project significantly enhanced the client’s ability to analyse user behaviour, identify bottlenecks, and optimise marketing strategies. By tracking custom events, we uncovered insights into previously unmeasured interactions, such as document downloads and video engagement. This project showcased my expertise in leveraging GA4 and GTM to drive actionable insights and tangible business results for both existing and new websites.