Click Intelligence™ is the combination of Google Tag Manager, Universal Analytics, and custom JavaScript in order to create an event-based “Heat Map” which allows us to provide actionable insights about user behavior across the site.

power of google analytics

Recently we had a client who wanted us to create a multitude of events for their website.  If you’ve ever had the pleasure of using Google Tag Manager, you know that events are quite easy to create.  However, when the number reaches 200 unique events, it could take a while.

After research, we discovered that events can be dynamically created and named by accessing the element of either a link click or a form submission.  Unfortunately, this cannot be done by using the Auto-Event Variable macros alone.  For example, the Element Text macro doesn’t work for image links.  However, using a custom macro, we were able to name any link click Event by pulling from different parts of the element.  Form submissions work in a similar way, just by using a different macro.

We used our custom macro to name the Category of every link click and form submit event.  The event Action is named by using the URL macro, that is the page which the link or form is on.  Lastly, the Event Label is named by using the Element URL macro or the page where the link or form is going to.

You might have already realized that these two Google Tag Manager tags allow us to track not only the requested 200 events but also the 11,000 other link clicks and form submits.  So, the big question is how do we report all of this data?  Dashboards.  Yes, Dashboards are quite awesome, and, if you’ve never used them before, I recommend that you start experimenting with them.

We used the Widgets to report on the pages we wanted to show actionable insights about.  Widgets can show us the top ten events on any page we filtered for.  This provides a simple snapshot of a page’s activity.  “Which links and forms are performing best?”

Instead of just a page’s performance, we can also report on the performance of a button, link, or form that is common throughout the site (e.g., which pages had the most clicks on the “Just Imagine” image link?).

The main shortfall of dashboards is the lack of detailed information.  The top ten events can be great as a rollup; however, by creating customized reports, we can dive deeper into the data and find more actionable insights and provide recommendations about how to improve performance against our clients’ objectives.

What do you need for Click Intelligence™  to work?

  • Google Tag Manager
  • Universal Analytics

What can prevent Click Intelligence™  from working properly?

  • Poorly named text links.
  • Image links with no alt text
  • Form buttons with no text.
  • IFrames sourced on third party sites.

What do you gain from Click Intelligence™ ?

  • Data that can provide actionable insights on improving your site.
  • A “Data Heat Map” that displays each pages link and form submit statistics.
  • Any warnings on poorly named links and forms that will allow you to better your
    link juice”.
  • Use Universal Analytics to it’s fullest.

If you are trying to decide whether or not to upgrade to Google Analytics 360 to track your online marketing efforts, check out our ebook! We’ll break down the differences so you can find the right tool for your business.

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