Needless to say, digital marketing has at least one thing vaguely defined: a good content. What can qualify as a good content? We have had surveys that took the length of the content as a parameter while others relied on the emphasis of visuals, more data to gain more user attention. However, there is still no sure-shot formula that can explain what a good, successful content is.
Even through web analytics, the ideal content parameters have not emerged. It is hard both for marketers as well as industry influencers to determine what content can yield you better in terms of traffic acquisition, conversion, tendency to get viral, etc. Where are our metrics failing?
Maybe the key to exploring this can be found in the way we treat our metrics. We certainly keep a check on Page Views, Bounce Rates, and other stuff, but then do they give you the complete picture, if at all?
Not Tracking Content Interaction
While the Page Views and Bounce Rates do tell you about the user’s behavior on the page, but the crucial information about the user’s interaction with the web page is missing. Did the user read the whole page, did he scroll below to check more, and did he share the content after he scrolled to the bottom or was it shared just after a 2 sec glance? Such information can reveal to us about the impact content generated on the audience and how to convert impressed visitors into future customers. Unless you know how the user interacted with your web page, you can’t do much about improving the user experience either.
Google Tag Manager
Adding tags and setting up campaigns will work only when it is efficiently managed. While redundant or incorrectly applied tags hamper the site performance and result in duplicate costs or missing data, it is a very time-consuming task for IT team to add or modify tags.
Having a tag manager such as Google Tag Manager can help you create multiple tags that can be managed single-handedly without incurring any delay in time. Define your triggers and get the most up-to-date tag configuration whenever someone visits your site. Apart from monitoring custom activities, Tags can:
Minimize Coding Errors
Since manual tagging can be difficult and time-taking for any team, Google Tag Manager will help you condense the tags in a manageable form. No more worrying about improperly applied or duplicate tags: your data is secure, and the costs are optimized.
Decrease Load Times
Your page loads slow due to several factors, one of them is having a lot of individual tags inserted in the web pages. Wouldn’t it be helpful if you could replace all the tags with one or two line of code? That is what GTM does. Loading code asynchronously, GTM deploys the application that is relevant to the visitor and the page. This feature reduces the page loading time and boosts the performance of the site.
As per a study by Aberdeen Group, even a second’s delay in site’s response can lower the conversion rate up to seven percents. When your code is streamlined, and no individual tags offer resistance in page loading, your site can bring more visitors and can have better conversion rates.
Ever changing digital marketing business requires you to keep your site relevant. While analytics tools like Google Analytics are helpful in extracting the data accurately, factors like deployment delay and site’s performance are often dubious under GA. Also, sometimes one may forget to add a Google Analytics event to a critical form submission, or there might be errors in changing a key configuration setting. With a strong tool like Google Tag Manager, things can become more seamless, thereby allowing the marketers access to a larger range of information resources. Working perfectly on both desktop sites as well as mobile apps, this can reduce the manual effort and increase both the preciseness of website data and the performance of the site.