Registration page - Use the Google tag manager integration to help understand which campaigns are driving registrations

When running campaigns across multiple channels, it can be challenging to understand which ads and campaigns are actually driving registrations.

With the new Google Tag Manager integration, you can capture the information you need to understand where potential attendees drop-off in your registration journey, without the need for any custom development.

This will in turn allow you to:

• Optimise spending: Focus budget on the channels that truly drive registrations.
• Prove ROI: Accurately attribute registrations to campaigns and ads.
• Improve performance: Enable smarter optimisation in Google and LinkedIn.

How does conversion tracking work with Google Tag Manager in the context of your registration page?

When Google Tag Manager is integrated with your registration page, signals (events) can be sent to your GTM container for:

• Each page view.
• Each time someone starts the registration process
• Each successful form submission

Below is a typical example of how your registration page can send events when it is connected to your Google Tag Manager container:

1. A visitor clicks on your ad on Google, LinkedIn, or another advertising platform.
2. The visitor then:
   1. Lands on the registration page.
      → Google tag manager detects and sends the ”landing_page_view” event.
   2. Starts the registration process by entering their email address and accessing the registration form (by default via the “Register now” button).
      → Google tag manager detects and sends the “initiate_reg” event.
   3. Successfully completes and submits the registration form.
      → Google Tag Manager detects and sends the ”form_submit” event.
3. Your tracking tool/platform then attributes the registration back to the original ad click.

Note: An event is sent for each action. No logic is applied to check for unique users, and duplicates are not removed. This means that each time a same registrant accesses the registration page, it will count as an event.

How to set this up on your registration page?

In Backstage, in your registration page settings, you will need to enter your Google Tag Manager container ID in the registration page's settings field called Marketing and conversion tracking:

Outside of the SpotMe/Onomi platform, you will need to configure your GTM container to receive the events from the registration page and attribute it to the relevant campaign.

Important: This integration enables the sending of the events required for conversion tracking. You need to manage the conversion tracking in your marketing analytics tool such as Google Analytics, LinkedIn campaign manager etc.

Google Tag Manager and embedded registration pages

Due to platform/browser limitations, embedded registration pages will not trigger events into Google Analytics for users that are on Safari/iOS/macOS.

When using an embedded registration page, the window or iframe used is considered isolated/separate from the standalone registration page. As such, a GTM/Google Analytics container on the standalone registration page cannot “see” anything happening inside the embedded registration pager window. 

In addition, any Google Analytics cookie that the embedded registration page sets is treated as a third-party (cross-site) cookie from the main standalone registration page’s perspective, and some browsers block these third-party cookies entirely.

This is however supported for users on Chrome and Chromium browsers.

To ensure that embedded registration page events flow into Google Analytics correctly for all users on Chrome and Chromium browsers, you will need to follow the below configuration steps.

This is done within the iframe of the embedded registration page’s Google Tag Manager container, on the Google Analytics 4 tag:

1. Log in to your Google Analytics instance.
    
2. Go to Tags, and open the GA4 configuration tag.
    
3. Expand Fields to set (called Configuration settings in newer containers).
    
4. Add a field as follows:
   1. Field name: cookie_flags
   2. Value: "SameSite=None;Secure"
       
5. Save and publish the container.

Notes:
- The value "Secure" is mandatory, as browsers reject SameSite=None without it. You must always include both "SameSite=None" and "Secure" as the field values.
- The page must be served over HTTPS, or the "Secure" flag invalidates the cookie.
- This applies only to Google Analytics 's own cookies (_ga, _ga_*). It does not affect cookies set by other systems.
- Please note that "SameSite=None" makes the cookie eligible for cross-site use, but it does not override a browser's third-party-cookie blocking.