The benefits of using Google Tag Manager

Recently, we added a new integration to our list: Google Tag Manager (GTM). This integration takes your marketing automation to the next level.

This article doesn’t explain how to set up the integration. If you want to know more about that, have a look at our help center. But, if you are curious about the different GTM solutions, keep reading!

Connect with Facebook Pixel

With the Google Tag Manager integration, you can add javascripts to your registration page. This feature makes it possible to connect the WebinarGeek registration page to many different tools. One of those tools is the Facebook Pixel.

The Facebook Pixel script can be useful for getting more insights in the visitors, (paying) subscribers and attendees of your webinar.

Remarketing advertisements

If you add the Facebook Pixel to your registration page, it becomes much easier to send Facebook ads to those who interacted with you. For example:

• Visited your registration page

• Subscribed to your webinar

• Paid for your webinar

• Viewed your webinar

The Facebook Pixel keeps an eye on everyone who is visiting your registration page and tracks what they are doing. With that data flow going towards Facebook, you can create segments and send personalized ads to those different segments.

A couple of examples for different segments:

People who watched your webinar

• Target the people who watched your previous webinar and send them an advertisement, to visit the next webinar.

• OR follow up on those who watched your webinar with a personal offer.

People who paid for your webinar

• If you host paid webinars it might be a good idea to turn those paying customers into your brand-ambassadors. Send them information on how to share a little bit of your amazing knowledge with their friends.

• OR you can use this segment to create an up- or cross sell.

People who visited the registration page, but didn’t subscribed to your webinar

• This might be one of the obvious ones; you can send an ad to those we visited your registration page, but did not subscribe to your webinar in the end.

People who subscribed but did or didn’t watch your webinar

• What a pity that some people subscribed to your webinar but didn’t watch your webinar. They did show some interest, so it is a great opportunity to ask them to subscribe for your next webinar.

• OR ask them for feedback, so that you understand why they did not show up after all.

• Another example is targeting those who watched your webinar. Why not use this group and tell them that your new webinar is just around the corner?

Conversions in your Google Analytics

The other reason to start using the Google Tag Manager integration now is the connection with Google Analytics. You’re probably already using Google Analytics and trying to create a complete data set in Google’s finest product.

With the GTM integration, it becomes possible to send events in different situations. You might want to keep track of where your audience is coming from (geographically) and compare that to your regular website visitors.

Just as in the Facebook Pixel examples above you can create segments, depending on the actions of your visitors. This way, you can create a beautiful overview.

Another great option is to forward the conversion to Google Analytics and use the goals that you set up.

Impress the management with Google Data Studio

With the data flowing into your Google Analytics account, the next step is to create beautiful graphs in Google Data Studio. This can help you to create a complete overview of all your data including all the data from your webinars.

Ready to connect?

Now that you’ve read about the possibilities of the GTM integration, it’s time to set up the integration for yourself. If you need any help with setting up your integration, have a look at the Help Center articles and if you have any questions make sure to reach out to us.

Are there any other tools that you would like to connect with? Or any advice that you miss in this article? Let us know!

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