GTM

5 Real World Examples of How to Tag Third Party Features

In this video I show 5 real world examples of how you can tag third party features on your website! Then analyze the conversion rate of these interactions.

5 Real World Examples of How to Tag Third Party Features

You’ve likely spent some time thinking about how to attribute revenue to different marketing channels (e.g. Facebook vs Google vs Direct etc).

But how about third party features on your site?

While an attribution model for behavior events isn’t easy, you can do the next best thing: add event tracking to your third party features.

Why?

Well – if you have 10 third party features on your site…think everything from reviews to FOMO callouts etc…

..and a user that completes a $100 purchase on your site is exposed to these 10 features during their session…

…and you are evaluating the ROI of these third party features within their platform and they each claim $100 revenue attributed to them..

…then you now have $1,000 of revenue attribution for these 10 features if you were to add them all up!

WTF?

In this video I show 5 real world examples of how you can tag third party features on your website!

Once these are tagged then you can begin analyzing the conversion rate of users that interact with each of these features.

Give it a watch:

You can use our FREE Chrome Extension to do the tagging shown in the video (learn more here).

Once you have your third party features tagged, you’ll be able to:

  1. Measure the true impact on conversion rate these have
  2. Learn what should be a/b tested to move higher or lower in prominence
  3. Measure the general interaction of users + feature

If you’re looking to ramp up your GTM expertise, answer these 2 questions and you’ll get matched to even more helpful GTM knowledge tips!

–Video Transcription–

We all know the importance of tagging our own site, our own features. For example, some things we’ve looked at already are understanding how many people are clicking on different navigation items, so tagging your main navigation, tagging your product thumbnail clicks, tagging search and different interactions with banners and promos that you have on the site.

But we also need to consider the third parties and third party features that are added to the site. We all have apps and features that are added. Some are probably helping conversion, some might be negatively impacting conversion. So tagging these features is just as important as tagging your normal site features and elements.

I’m going to go through four or five different examples of common third party features that live on eCommerce sites that you can tag and push this data into analytics just like you would with any other feature that lives on your site.

Let’s start with Thrive Cosmetics. They have a lot of reviews on all of their product pages. So, in this example, we have a product page that has over 2,800 reviews. And with Yotpo reviews they have attributes that users can filter and click. So, if I wanted to filter just for terms of the wrinkles or eyes or reviews that talk about allergy, I can simply click on this and it’ll filter reviews at the bottom here. This is really, really rich data that a user is ultimately telling Thrive that they’re interested in reading reviews about eyes or color or wrinkles, et cetera. But most of this data is not necessarily attract out of the box. You’re not going to see this data in Google Analytics and compare, okay, what attributes are converting great? Which attributes are converting poorly? Which attributes are users not clicking on at all?

Super simple event to create. We have our GA event Yotpo reviews filter click, our vent category action label are already filled out here. And this is a simple click trigger where I’m going to select the area that contains all of our attributes so we don’t need to create a tag for every single individual click. One tag, one trigger, select the entire area, and then we’re going to import this in a GTM. Just like that.

Option number two or example number two, we have our email modals. So Brevite has a pop up on the right hand corner here. When somebody comes to the site, they don’t enter their email that they’re shown in their initial signup email newsletter and they close it out and it ultimately collapses in the top left here. So in this case we want to track how many people are clicking to reopen this where it triggers this modal. We have our selector that’s automatically captured here. Our event, open a modal, click and now we can save. So now this data will be available inside of Google Analytics so Brevite can see how many people are actually reopening this modal and ultimately signing up for email.

Example number three, our FOMO. So let’s just refresh the page here. So we’re going to see an example here of a FOMO notification that’s automatically going to pop up in the bottom left hand corner of the screen. So I’ll just clear out the select there that I had pre selected here. So we see the FOMO bottom left. This is a very growing common feature that we see a lot, but we don’t necessarily know how this is impacting conversion. Is it helping or hurting? Are there certain FOMOs that are performing better than others? We want to start breaking down the segment of FOMOs in their interaction and how they’re ultimately leading to the customer’s purchase journey.

So, you can see I’ve simply selected there. And just a pro tip here, if you have this on your site and you try clicking it like the way you’re following here is click escape twice on your keyboard because what will happen in some of these third parties when you click on it, it’ll take you to another page and a reload and you won’t be able to grab the selector. So if you just click escape twice on your keyboard, that’ll actually stop anything from reloading in your browser. Again, super simple tag we’re creating here. This is going to track all the FOMO click interactions across the site from all users. We have our event, it’s all created, FOMO click and we have our event action of click text so we can capture again the uniqueness of the FOMOs and start force ranking these to see what’s helping or hurting conversion.

Now let’s look Linjer. Hidden in the bottom left hand corner here you can see a currency selection. Seeing these grow more and more across the site, but you don’t necessarily know how many people are interacting with them. Is it 80% of the users? Is it 0% of the users? If it’s 0%, should we remove it? Because it is a somewhat of a distraction, especially on mobile. So in this case we’re going to do a click trigger again and we’re just going to hover over this, click on it, automatically grab the selector. So now we’ll actually be able to quantify what percentage of users are actually interacting with our current conversion tool. So we have our event name, currency selection, click. We can actually go one level deeper and start tracking how many people are clicking on different currencies or what currencies are people selecting the most. And then we can start taking that data, putting it into action, either removing, hiding, showcasing more, showcasing less currencies to really provide the best user experience.

Lastly, we have a quiz. So this is Cover FX. They have a quiz. There are many third party tools out there that enable quiz interactions with either content or products. In this case we want to capture this rich data that users are completing as they’re going through the quiz process and push this into Google Analytics so we can start ranking and comparing usage and conversion rates for the different answers that users are ultimately giving. So in this example, we have our undertone quiz question. So our selector, let’s just clear this out. I’m going to capture this entire area. So any click that falls within this area, we’re going to capture, it’ll be added to the trigger. So now when a user goes through and clicks on their undertone, we have our event action of undertone click and then click text. So now Cover FX can actually see what are people clicking on, how is that impacting conversion, et cetera.

So there’s five examples of looking at some third party tools, how to tag them in seconds. As you can see with our Chrome extension, push that data into Google Analytics, and you can start tracking and quantifying. Or in the Yotpo example with Thrive, it can actually really unlock some of those rich data and rich behavior that users are taking on your site and apply that to your conversion optimization or just general website strategy.

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Brad Redding

Brad, co-founder of Elevar, has lived in eCommerce for over 12 years. He's helped design, build, and optimize over 100 websites in his career. From new retail startups to well-known brands like Le Creuset, Signature Hardware, Rebecca Minkoff, Char-Broil and more, he specializes in data analytics and conversion optimization to help achieve business goals.

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