Track Email Link Clicks in Google Analytics with Google Tag Manager (set up, testing, reporting)

Root & Branch Digital Marketing
2 Jan 202411:47
EducationalLearning
32 Likes 10 Comments

TLDRThe video tutorial guides viewers on utilizing Google Analytics 4 and Google Tag Manager to create a custom event for tracking email link clicks. It explains how to set up a link click trigger for email addresses within the content and how to configure a Google Analytics 4 event tag to capture additional data like link text and URL. The process includes testing the setup, previewing the results in Google Analytics, and publishing the changes to make the tracking live. The video also touches on registering event parameters as custom dimensions for more accessible data reporting in GA4.

Takeaways
  • 🚀 Start by navigating to Google Tag Manager at tagmanager.google.com to set up the custom event tracking.
  • 🔗 Create a new trigger within Tag Manager by selecting 'Triggers' from the left-hand navigation and clicking the 'New' button.
  • 📧 Choose to create a 'Link Click Trigger' specifically for tracking email link clicks within your website.
  • 🎯 Configure the trigger to fire on link clicks and ensure it's set to detect when the Click URL contains 'mailto:', indicating an email link.
  • 🔍 Use the 'Preview' and 'Debug' mode in Tag Manager to test the trigger and observe the results of clicking on the tracked email links.
  • 🏷️ Set up a 'GA4 Event' tag to correspond with the trigger, which will send data to Google Analytics 4 (GA4) when the trigger fires.
  • 📊 Input your GA4 Measurement ID into the tag configuration, which can be found in the Admin section of your GA4 property settings.
  • 📝 Utilize event parameters such as 'link URL' and 'link text' to add context to the events in GA4, allowing you to understand which email links are being clicked.
  • 🔄 Use variables like 'Click URL' and 'Click Text' from Tag Manager in your GA4 event parameters to dynamically capture the necessary data.
  • 📈 In GA4, register the event parameters as custom dimensions to make them accessible in standard reports and easier to analyze.
  • 👀 After testing and confirming the setup, publish the changes in Tag Manager to push the tracking live and start collecting data.
  • 📊 Check your GA4 reports to view the collected data in the 'Events' report and gain insights into email link engagement on your website.
Q & A

  • What is the main topic of the video?

    -The main topic of the video is how to use Google Analytics 4 (GA4) and Google Tag Manager to create a custom event for tracking email link clicks.

  • Who is the speaker in the video?

    -The speaker in the video is Zach from Rooten Branch Group.

  • What is the first step in setting up the custom event?

    -The first step is to go to Google Tag Manager (tagmanager.google.com) and navigate to the 'Triggers' section in the left-hand navigation.

  • What type of trigger is being created for email link tracking?

    -A 'Link Click Trigger for Email Clicks' is being created.

  • How can you test the link click trigger?

    -You can test the link click trigger by using the 'Preview' button to go into 'Preview and Debug Mode' and then clicking on the email link in the specific page being tested.

  • What is the significance of the 'Click URL' in the link click trigger setup?

    -The 'Click URL' is significant because it contains the 'mailto:' which is a key identifier for email links on the website, allowing the trigger to fire when an email link is clicked.

  • How is the GA4 Event tag configured for email clicks?

    -The GA4 Event tag is configured by setting it as a 'Google Analytics: GA4 Event' tag type, inputting the measurement ID from the GA4 admin section, and setting event parameters such as 'link URL' and 'link text' to add context to the events.

  • What naming convention is recommended for GA4 event names?

    -The recommended naming convention for GA4 event names is 'snake case', which means using lowercase letters and replacing spaces with underscores.

  • How can you ensure the event parameters show up in your GA4 reports?

    -To ensure event parameters show up in your GA4 reports, you need to register them as custom dimensions in the 'Admin' area under 'Data Display' -> 'Custom Definitions' in GA4.

  • What is the final step in making the custom event tracking live?

    -The final step is to publish the changes in Google Tag Manager by first clicking 'Submit' and then 'Publish' to push the setup live.

  • Where can you see the email click event data in GA4 after publishing?

    -After publishing, you can see the email click event data in the 'Lifecycle Reporting' area under 'Engagement' in GA4, specifically in the 'Events Report'.

Outlines
00:00
🚀 Setting Up Google Analytics 4 and Google Tag Manager for Email Link Tracking

This paragraph introduces the process of using Google Analytics 4 (GA4) and Google Tag Manager to create a custom event for tracking email link clicks. The speaker, Zach from Rooten Branch group, explains how to navigate to Google Tag Manager, create a new trigger under 'Triggers' for email link clicks, and set up a link click trigger. It details the steps of discarding changes, testing the setup in preview and debug mode, and identifying the 'Click URL' and 'Click Text' variables that are crucial for tracking email links on a website. The paragraph emphasizes the importance of the 'mailto:' prefix in email links and demonstrates how to configure the trigger to fire on link clicks containing 'mailto:'.

05:02
📊 Configuring GA4 Event Tag and Event Parameters for Enhanced Reporting

This paragraph delves into the configuration of a GA4 event tag to accompany the trigger created in the previous section. It outlines the process of naming the tag, selecting the tag type as Google Analytics, and inputting the measurement ID, which can be found in the GA4 admin section. The paragraph also explains the concept of event parameters, which provide additional context to events in Google Analytics reports. It describes how to set up specific event parameters such as 'link URL' and 'link text' using variables from the Tag Manager. The speaker demonstrates how to save the trigger and event parameters and how to test them to ensure they function correctly, resulting in the GA4 event for email clicks being fired and recorded.

10:03
🎯 Viewing and Publishing Data in Google Analytics and Custom Dimensions

The final paragraph discusses the steps to view the data collected from the email link tracking setup in Google Analytics. It explains how to navigate to the debug view to see the event parameters 'link text' and 'link URL' in action. The speaker then guides on how to publish the changes in Google Tag Manager to make the data available in GA4 reports. The paragraph highlights the importance of registering event parameters as custom dimensions to make them accessible in standard reports. It also briefly introduces the Explorations feature in GA4, where the custom dimensions can be used to create a customized report focusing on the email clicks event, providing insights into the event count and the specific email links and text associated with each click.

Mindmap
Keywords
💡Google Analytics 4
Google Analytics 4 (GA4) is the latest version of Google's web and app analytics platform. It provides deeper insights into user behavior and improved data privacy. In the video, GA4 is used to track and analyze email link clicks, offering valuable information on how users interact with email content and which links are most clicked, aiding in the optimization of email marketing strategies.
💡Google Tag Manager
Google Tag Manager (GTM) is a free tool that allows users to quickly and easily add tracking and marketing tags to their website without having to edit the code of the site. In the context of the video, GTM is used to create a trigger for email link clicks, which is essential for capturing data in GA4 without requiring any coding knowledge.
💡Custom Event
A custom event in web analytics is a user-defined action or interaction that can be tracked and measured. In the video, creating a custom event is crucial for capturing data when someone clicks on an email link, allowing for the customization of tracking parameters that are not available by default.
💡Link Click Trigger
A link click trigger is a type of tag in GTM that fires when a user clicks on a specific link. In the video, setting up a link click trigger for email links is a key step in tracking user interactions with email content, as it enables the capture of data each time a user clicks on an email link.
💡Click URL
The click URL refers to the destination address of a clickable link. In the context of the video, the click URL is important for identifying which email link has been clicked, as it contains the 'mailto:' protocol indicating an email address.
💡Click Text
Click text refers to the visible, clickable text in a hyperlink. It is the actual text that users see and click on. In the video, the click text is used to differentiate which email address within an email campaign is being clicked on, providing insights into user preferences.
💡Event Parameters
Event parameters are additional pieces of information that can be attached to an event in GA4 to provide more context. They help in understanding the specifics of user interactions, such as the exact link clicked or the content of the email that was interacted with.
💡Data Collection
Data collection refers to the process of gathering and storing data from various sources, such as user interactions with a website or email campaign. In the video, data collection is central to understanding user behavior and optimizing future email marketing efforts by tracking email link clicks.
💡Measurement ID
The measurement ID is a unique identifier for a GA4 property, used to connect your website or app with the analytics data in Google Analytics. It is essential for tracking and reporting purposes. In the video, the measurement ID is required to configure the GA4 event tag in GTM to ensure data is accurately sent to the correct GA4 property.
💡Preview and Debug Mode
Preview and Debug Mode is a feature in GTM that allows users to test their tags and triggers before they go live. It helps in identifying and fixing any issues with the tracking setup. In the video, this mode is used to test the email link click trigger and ensure that the custom event fires correctly when an email link is clicked.
💡Custom Dimensions
Custom dimensions in GA4 are user-defined data points that provide additional context to events. They allow for the collection of more specific data that can be used for deeper analysis and better understanding of user behavior. In the video, custom dimensions are used to make event parameters like 'link click text' and 'link click URL' available in standard GA4 reports.
Highlights

Learn how to use Google Analytics 4 and Google Tag Manager to create a custom event for email link clicks.

Begin by navigating to Google Tag Manager and accessing the Triggers section.

Create a new trigger by selecting 'Link Click Trigger for Email Clicks'.

Utilize the Preview and Debug mode to test the functionality of the trigger on a specific page.

Identify the 'Click URL' and 'Click Text' variables for email links, which are essential for tracking.

Configure the trigger to fire on link clicks with a 'Click URL' containing 'mailto'.

Create a GA4 Event tag to pair with the trigger, named 'ga4 event email clicks'.

Input the Measurement ID from the GA4 admin section into the tag configuration.

Use snake case naming convention for event names in Google Analytics reports.

Add event parameters 'link URL' and 'link text' to provide additional context to events.

Test the setup by clicking email links and observing the GA4 event for email clicks firing in the Tag Manager.

Review the event parameters 'link text' and 'link URL' in the GA4 Debug View.

Publish the changes in Tag Manager to make the data available in GA4 reports.

Find the email clicks event in the GA4 'Lifecycle Reporting' area under 'Engagement'.

Register event parameters as custom dimensions for easier access in standard reports.

Explore the custom dimensions in GA4 by creating a new exploration and applying filters.

The video provides a comprehensive guide on tracking email link clicks for better data analysis.

Transcripts

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Related Tags
Google AnalyticsTag ManagerEmail TrackingCustom EventsData InsightsMarketing StrategyLink ClicksWeb AnalyticsDigital MarketingUser Engagement