Google Tag Manager (GTM) can be used to “house” all of your tracking tags in one place. Using GTM saves on the time and resources that are usually paid to development teams that have to manually place each tracking tag directly on the website.
GTM is best thought of as three pieces: 1. The tag (or script) of the software that you want to track (Google Ads or Google Analytics for example). 2. The trigger that “activates” the tracking tag, for example, Google Ads conversion tag should only activate once users land on the thank you page (ppcsnobs.com/thank-you) — the trigger. 3. Variables are the coded elements of your website that can used to create tiggers, for example YouTube video plays or button CSS elements.
Google Analytics will be important for measuring your PPC marketing performance, especially for tracking the website conversion actions and building audiences.
A customer relationship management (CRM) process is essential for tracking the customer journey and improving your sales process. You can build a CRM database using Google Sheets or opt for a market solution, like Hubspot.
“I love Hubspot. I even recommend it to clients not looking for a CRM solution. Just the background tracking features on the FREE edition makes it worthwhile.”
– Richard Castello, PPC Snobs Founder
Now that your organization has been aligned, your funnels have been dissected, and your tracking infrastructure has been set in place. It’s time to start setting up your PPC channels.