How to Track Outbound Link Clicks with Google Tag Manager

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Tracking outbound link clicks with Google Tag Manager (GTM) allows you to understand user behavior and measure interactions leading users away from your website. This guide will walk you through the process step-by-step.

Introduction to Google Tag Manager

Google Tag Manager (GTM) is a free tool that simplifies the deployment and management of marketing tags (snippets of code) on your website without modifying the site’s code directly. GTM makes it easy to add and update tags, thus allowing marketers to implement tracking and analytics without needing extensive coding knowledge.

 1. Set Up Google Tag Manager

If you haven’t already set up GTM on your website, follow these steps:

  1. Create a GTM Account:
    • Go to the Google Tag Manager website and sign in with your Google account.
    • Click on “Create Account,” and follow the instructions to set up your account and container.
  2. Install GTM on Your Website:
    • Once your container is created, you’ll receive a snippet of code.
    • Add this code to every page of your website, ideally within the <head> and <body> tags.

 2. Enable Built-in Variables

To track outbound link clicks, you need to enable certain built-in variables in GTM:

  1. Access Built-in Variables:
    • In your GTM workspace, navigate to “Variables” on the left-hand side.
    • Click on “Configure” in the “Built-In Variables” section.
  2. Enable Click Variables:
    • Check the boxes for the following variables: Click URL, Click Text, Click ID, Click Classes, and Click Element.

 3. Create a New Trigger for Outbound Links

A trigger is an event that tells GTM when to fire a tag. To track outbound link clicks, create a trigger that activates when users click on links pointing to external domains:

  1. Create a New Trigger:
    • Go to “Triggers” and click on “New”.
    • Name your trigger something like “Outbound Link Clicks”.
  2. Configure Trigger Settings:
    • Choose “Click – Just Links” as the trigger type.
    • Under “This trigger fires on”, select “Some Link Clicks”.
    • Define the conditions:
      • Select “Click URL” from the first drop-down.
      • Choose “does not contain” from the second drop-down.
      • Enter your domain name in the third field (e.g., yourdomain.com).

 4. Create a Tag to Track Outbound Clicks

Tags are snippets of code that execute when a trigger is activated. For tracking outbound link clicks, use a Google Analytics tag:

  1. Create a New Tag:
    • Navigate to “Tags” and click on “New”.
    • Name your tag something like “GA – Outbound Link Click”.
  2. Configure Tag Settings:
    • Choose “Google Analytics: Universal Analytics” as the tag type.
    • Set the “Track Type” to “Event”.
    • Configure the event tracking parameters:
      • Category: Outbound Link
      • Action: Click
      • Label: {{Click URL}}
  3. Link the Tag to Your Google Analytics Account:
    • Enter your Google Analytics Tracking ID in the “Google Analytics Settings” field. If you have already set up a variable for your tracking ID, you can select it here.
  4. Attach the Trigger:
    • Click on “Triggering” and select the “Outbound Link Clicks” trigger you created earlier.
  5. Save Your Tag:
    • Save your tag configuration.

 5. Test Your Setup

Before publishing your changes, it’s important to test to ensure everything is working correctly:

  1. Enter Preview Mode:
    • In GTM, click on “Preview” to enter preview mode. This allows you to test your tags in a debug environment.
  2. Navigate to Your Website:
    • Open your website in a new tab or window. You should see the GTM debug console at the bottom of the screen.
  3. Test Outbound Links:
    • Click on several outbound links and observe the debug console. Ensure that the “GA – Outbound Link Click” tag is firing correctly when you click on an external link.
  4. Verify in Google Analytics:
    • Go to your Google Analytics account and navigate to “Real-Time” > “Events”. Check if the outbound link clicks are being recorded correctly.

 6. Publish Your Container

Once you’ve verified that your outbound link tracking is working correctly, you can publish your GTM container to make the changes live:

  1. Submit and Publish:
    • In GTM, click on “Submit” and then follow the prompts to publish your container.

Advanced Tips and Considerations

  • Filter Internal Links: Ensure your trigger conditions accurately filter out internal links. Adjust the trigger conditions if necessary.
  • Track Additional Data: You can capture more details about the outbound link clicks by modifying the event parameters (e.g., capturing link text, link classes).
  • Debugging: Use browser developer tools to inspect link elements and ensure your click variables are capturing the right data.
  • Regular Audits: Periodically review your GTM and GA setups to ensure tracking remains accurate, especially after website updates.

Tracking outbound link clicks with Google Tag Manager provides valuable insights into how users interact with your website and which external resources they find valuable. By following these steps, you can set up effective tracking, gain a better understanding of user behavior, and refine your marketing strategies accordingly. Regular monitoring and adjustment of your GTM configurations will ensure that your tracking remains accurate and effective.

Categories: Digital Marketing