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User engagement is key to increasing your readership or your sales or whatever you use. For the right kind of performance Marketing you need to focus on your content and judge how your customers are reacting to your content, for this reason it’s important to focus on metrics that measure customer engagement rather than vanity metrics.

Scroll Depth Tracking through Google Tag Manager

We implement Scroll Depth Tracking using GTM so we can find out if our customers are interested enough in our content to scroll to the end of the page.

Thanks to GTM Scroll Depth Tracking is very easy to implement. All you have to do is make a new tag and a new trigger and GTM does the rest.

Once you have scroll depth implemented you can see if you need to shorten your content or make it more engaging based on how many people scroll to the end or lose interest.

Element Visibility through Google Tag Manager

Once you have scroll depth tracking enabled you can start tracking how many users are seeing the CTA, the call to action aka the reason the page is live.

You can track this using the CSS Selector in Google Tag Manager, once you have this implemented you can move your CTA around make sure it gets more visibility or add it to more places so as to ensure your customers see it.

CTA Click Tracking through Google Tag Manager

You have implemented CTA visibility you know how many people can see your CTA but you have no idea how many people are clicking on it so now it’s time to implement CTA click tracking. User engagement measurement means you need to know if people who see your CTA are taking the plunge. If they see your CTA and don’t click that means you are not able to convince your users to take the next step or your CTA is not relevant to your content.

CTA Click Tracking is also very user friendly, You need to trigger type Click All Elements and then tell google tag manager which clicks you want to track.

Now that you know how to implement all 3 of these metrics it’s time to watch your reports and see your user engagement is improving or not based on the changes you implemented.

Let me know in the comments below if i missed something or you need me to clarify some point.

Until next time Ciao!

Resources:

https://www.searchenginejournal.com/content-marketing-kpis/user-engagement-metrics