Easy Instructions For Car Dealers To Make Your Own All Element Click Tag To Gather Data Yourself

This is for people who have little experience with Google Tag Manager.

Out of the box, Google Analytics is based on pageviews. If you start paying attention to what links or text elements are clicked, your Google Analytics will tell an entirely different story.

This can be used for any website, but this example is car dealer’s website. If you think about it, a vehicle detail page has many clickable elements that don’t go to a different url. This makes out of the box Google Analytics useless.

Now we can see the whole picture.

I like to pay attention to what text was clicked, and it will help you build better audiences.

If you are running your Google Analytics through tag manager and you have access, here is a very easy setup for you that will take 5 minutes to do.

Don’t worry, you won’t break anything.

Log in to Google Tag Manager, click triggers on the left then New.


Select All Elements

Select Click – All Elements, Then Save

Click Tags on the left, then New.

Select Google Universal Analytics

There are a few steps on this page:

  1. For Track Type, select event.
  2. Name your Event Category and Action whatever you want. This is what will be sent to Google Analytics.
  3. Add {{click text}} to the label. Every time an element is clicked, it’ll send the clicked text back to analytics.
  4. Set Non Interaction Hit to true unless you want a click to void a bounce. If you do set it to False, you will have an incredibly low bounce rate.
  5. Select Your Analytics
  6. Add the trigger you just made. Don’t add the all pages trigger by accident, it won’t work that way.
  7. Click Save

Click Submit

Now the fun begins. Go ahead and look at your live view.

You will not see these under “Active Users”, but you will see them under last 30 minutes. It’ll still be live though. (not set) will be images that were clicked.

This will even record phone clicks. One of my clients has this up on Saturdays and when somebody clicks to call he knows everything about them.

The above is just one user I looked at. You can see how they interacted on different dates.

Now you can look at how people interact with your site, and you can look for your own audiences. This user is looking at used SUVs priced between 20 and 25K. They also have a trade in because they clicked it.

Now you can pick your own events that you made and run remarketing campaigns on your own.

Imagine the possibilities for creating remarketing audiences? The above is how simple it would be to create audiences now that you are pushing these events. Here is a Value Trade Audience. We know these users have a trade in so we could serve them ads getting them to come back and fill out a trade-in form.

Here are a few more examples of what you will find:

If it gets too noisy you can learn how to trigger this on VDPs only:

You can measure landing pages individually, service pages etc….

You’ll even see when people “x” out of popups. This exercise will help you learn the basics of Google Tag Manager, and how it works. Then you can start creating your own unique tags that will help answer your own questions.

With this install, you can even use my favorite new metric. The Average Element Clicks Per User. It’s a great way to measure engagement from any source.

I’m self taught, I never took any classes. I consider myself an advanced user so if I can do it, anybody can.