This can help marketers access user’s scrolling activity and further to track their activity on the website.
Though Google Analytics provides marketers with user tracking features by default, some features require technical knowledge and assistance from the development teams. This piece states that marketers can improve data gathering and make tracking easier with Google Tag Manager (GTM).
For instance, marketers can use GTM to track the number of viewers, their video watch time and when viewers have dropped off from a YouTube video embedded on the brand’s website. Similarly, the system can help brands keep an eye on user’s scrolling activity.
The author recommends marketers enhance data accessibility by using GTM to track not only “Add to Cart” options but also purchase links leading to third-party seller sites. It can help marketers gain excess user data by tracking video activity to form submissions.
[6 minute read]