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Tagging best practice argument with a co-worker
Posted by on June 30, 2020 at 9:22 pmSooo, I have a co-worker who thinks you should have a single conversion type vs multiple. He handles most of our tagging as he has a coding background.
His way:
Have a single “form complete” conversion tag – This tag will go on all form complete pages i.e contact form complete page, appointment form complete page, insurance form complete page etc…
His Argument:
It is impractical to set up a form complete for every type when you have over 50 variations. It is not important to know if an insurance quote campaign got 50 quotes and 3 contacts we can just make one conversion action and say they got 53 form completes.
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My way:
Every form complete is unique and should have a unique tag. contact form complete page gets a contact form complete tag, appointment form complete page gets and appointment form complete tag, insurance form complete page gets an insurance form complete tag etc…
It is more than clear to me my approach is best but I figured I would throw it out here to see the responses.
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9 Replies
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Conversion is your most important metric. With his method, you’ll never know what is working and what isn’t.
What if all your conversions come from only one out of 50 forms? That’s crucial data.
He’s cutting corners so he doesn’t have to set it all up.
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There’s no way to evaluate what works and what doesn’t if the data isn’t clear.
Each conversion has a different value to a company, so each conversion needs its own tag.
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Are all the forms the same, or are they totally different?
I would rather have less forms with more volume. You are not wrong in saying that more granular data is useful, but it should also be practical. If it takes too long to implement and manage, or you have 50 forms with a low volume of completions, then all that extra work wasn’t really useful.
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Do you have any actual conversion value input from the client? If they can’t/won’t/don’t care, then it doesn’t make any difference. A conversion event is a conversion event.
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I’m with you, but I do see where your coworker is coming from. Can you categorize the forms into a few groups to reduce his workload but still get the info you need?
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I am lazy as hell myself. One entry tag. Session based on every single page. One engagement tag that fires on a defined engagement (usually combination of page depth, scroll, time on site), one for each unique type of conversion (purchase, lead submit, etc)
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if the conversions are true and not false positives then one tag is enough.
I assume that you have last click attribution and not anything else
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Wtf… That’s crucial data to differentiate forms from another since they most likely provide different values for the company.
Also setting this up is like 20 min of setup in GTM (assuming the forms have different IDs)(copy&paste then switch out IDs) 90min of testig and 3-4 hours of crying because you never know when the kraken hits you.
If your company can afford 50 different forms, they can afford less than a working day to get some valuable data.
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You’re right but 50 variations is a waste of time. It should be 5-10 max.
Not only that there should be more goals than the final conversion tracked. You may optimize against the primary KPI but you should still track others.
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