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.