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Website Events You Can Track with Google Tag Manager

As digital marketing rapidly evolves, website tracking has become indispensable. Google Tag Manager (GTM) offers a streamlined, adaptable, and accessible solution for tracking website events. With its updated features, GTM ensures even advanced users and beginners find it simple to implement, customize, and maintain tracking tags. Here, we delve into key website events you can track with GTM, focusing on new possibilities and advanced capabilities.

1. Form Submissions

Tracking form submissions is crucial for understanding lead generation and customer engagement. GTM allows you to track:

  • Contact forms

  • Newsletter sign-ups

  • Inquiry forms

How: Use the built-in form listener or configure triggers for specific form IDs or classes.

Advanced Tip: Leverage GTM to track partial form submissions or identify drop-off points for optimization.

2. Button Clicks

Whether it’s a CTA (Call-to-Action) button or a download link, tracking button clicks provides insights into user behavior.

How: Create click triggers and specify conditions like button text or CSS selectors.

Advanced Tip: Implement scroll-depth tracking in conjunction with button clicks to measure the user’s journey before interaction.

3. Video Engagement

Track video plays, pauses, completion rates, and skipped sections to understand how users interact with multimedia content.

How: Use YouTube or Vimeo tracking templates within GTM.

Advanced Tip: Set up custom events to track specific milestones like 25%, 50%, and 75% video views.

4. E-commerce Events

For e-commerce websites, tracking customer journeys is essential. GTM supports enhanced e-commerce tracking, including:

  • Product impressions

  • Add-to-cart actions

  • Purchases

How: Integrate GTM with Google Analytics 4 (GA4) and configure event parameters.

Advanced Tip: Use data layer pushes to track advanced metrics like coupon usage or checkout abandonment.

5. File Downloads

Understanding which downloadable resources your audience values helps refine content strategies.

How: Set up click triggers to monitor file extensions (e.g., .pdf, .docx, .csv).

Advanced Tip: Differentiate between internal and external file downloads for deeper analysis.

6. Scroll Tracking

Scroll tracking helps measure how far users explore your website. It’s particularly useful for content-heavy pages.

How: Use GTM’s scroll depth trigger to track percentages (e.g., 25%, 50%, 75%, 100%).

Advanced Tip: Combine scroll tracking with heatmaps for a comprehensive view of user interaction.

7. Outbound Link Clicks

Monitor clicks on links leading to external websites to assess referral performance.

How: Configure click triggers with conditions that exclude your domain.

Advanced Tip: Pair outbound link tracking with UTM parameters to better understand traffic source.

8. Custom Events

Custom events empower you to track unique user interactions tailored to your business goals.

Examples:

  • Social share buttons

  • Page-specific interactions (e.g., FAQ accordion clicks)

Advanced Tip: Use JavaScript variables to pass dynamic values to GTM for precise tracking.

Why Choose Google Tag Manager?

Google Tag Manager stands out for its adaptability and ease of use. Its new interface ensures that both seasoned marketers and beginners can:

  • Implement tags without coding knowledge

  • Scale tracking for small and large websites

  • Access rich data for decision-making

With GTM, you’re not just tracking events; you’re gaining actionable insights into your audience’s journey.
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