What is Google Tag Manager (GTM)? Follow
Introduction
If you are a Zero Latency Client who is interested in learning more about your customer's behaviors while engaging with our booking engine, then setting up Google Tag Manager is an option you might want to consider for your venue.
Info
If you are a Client with an existing Google Tag Manager account, please contact us to guide you through the reconfiguration of your GTM account.
How will Google Tag Manager benefit me?
Google Tag Manager data structure with Zero Latency
Ticket Sale Attribution and UTMs
How will Google Tag Manager benefit me?
To understand how Google Tag Manager will benefit you, first, you need to understand what Google Tag Manager does and how its connection to the Booking engine is important.
When a customer interacts with the website’s booking form, they are engaging with Zero Latency’s booking engine. This allows customers to choose a venue location, a game experience, the number of guests they’d like to book, etc. As customers worldwide interact with the booking engine, customer data is being created and is available. With the correct tooling configuration, that data can be presented to you to assist you in making strategic decisions to drive conversions.
Google Tag Manager (GTM) is a tag management system. It allows users to set event listeners, known as event tags, to wait and listen for actions to occur, when that event tag takes place, Google Tag Manager instantly recognizes the event and surfaces that data into connected reporting tools.
At Zero Latency, we have connected our Booking Engine to Google Tag Manager to collect accurate venue-based ticket sale attribution data. Allowing Clients to understand more about how customers book experiences at their venues, and which served ads lead them to book.
Warning
This process should be followed if the user does not currently use Google Tag Manager and Google Analytics for any other businesses/websites. If they do, following these instructions will likely overwrite important settings!
Google Tag Manager data structure with Zero Latency
To be best placed to understand how to use Google Tag Manager, Google Analytics, and any other marketing tools, you must first understand how the data flows from Zero Latency HQ systems to systems under your control.
When a user visits Zero Latency VR | Free-Roam Virtual Reality Entertainment, they are interacting with a server that is controlled by Zero Latency HQ. At this stage, the customer hasn’t chosen a venue and as a result, is not tied to a venue as a customer. If the customer decides to book tickets, then the first question we ask them is to choose a venue location. After they have selected your venue from the dropdown list, we know to feed their activity to you.
Alternatively, is a customer who travels to your custom location booking page (e.g. https://booking.zerolatencyvr.com/book-now/brisbane). This customer will immediately have their activity fed to you.
From this point on, all tracked user interactions, button clicks, data entries, etc, are sent to your Google Tag Manager account, which then sends those event tag interaction data to your connected reporting tools. Google Tag Manager is best described as an engine that makes decisions based on user interactions. By configuring it in a certain manner, you are able to send specific interactions to your analysis engines. Google Analytics and Google Ads are examples of Analysis engines.
Ticket Sale Attribution and UTMs
One of the key benefits of the Google Tag Manager configuration is knowing which of your advertisements are resulting in ticket sales. By leveraging this information you can target your marketing efforts and emphasize campaigns that are succeeding while lowering the costs on campaigns that are not yielding results. The mechanism to do this is called Urchin Tracking Modules (UTMs).
You would have seen UTMs in a lot of your own internet browsing. It’s when a link is provided to you that includes details in the query string that include things like "utm_campaign=". This is a UTM.
When you click on a link with UTM data, the UTM codes are provided to the server that you connect to. From this, the server can pass that information into a central repository to allow it to collate activities and present that back so you can make strategic decisions.
Knowing where a prospect came from, and the website interactions that lead them to convert is important. It is for this reason that all advertising shouldn't simply link to "http://zerolatencyvr.com" or "http://zerolatencyvr.com/book-now/<venuename>", as these URLs do not contain UTM data. Instead, direct your URLs to the booking engine with an assigned location and include UTM campaign data.
Google Tag Manager Event Tags
Once a Client venue is configured correctly to Google Tag Manager, you will be able to see ticket sale attribution data from the booking engine. Event tag data available to Clients are demonstrated in the table below. These event tags are referenced in How do I set up Google Tag Manager (GTM)? and How do I set up Google Analytics to receive Google Tag Manager tags?. Many other tags can be configured as you see fit.
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