Background:
For businesses offering customized services or products, tracking request-for-quote form submissions is crucial. It helps monitor user engagement, capture quote values, and estimate revenue potential. We assisted a client in setting up a streamlined tracking system for their request-for-quote form using Google Tag Manager (GTM), Google Analytics 4 (GA4), and Google Ads. This implementation enabled them to analyze conversions, optimize ad spend, and improve their lead generation strategies.
- Accurately tracking quote submissions is vital for monitoring user engagement and revenue potential.
- We implemented a system to analyze conversions and optimize marketing performance effectively.
Challenge:
The client’s existing setup lacked the ability to track quote submissions and related data like user email and quote values. This gap hindered their ability to:
- Analyze quote requests as conversions and track their revenue potential.
- Evaluate the success of ad campaigns driving traffic to the request-for-quote form.
- Securely collect and relay data to GA4 and Google Ads for performance insights.
Solution:
To resolve these issues, we implemented a custom tracking solution tailored to the client’s needs:
- Collaborated with developers to add a dataLayer event to the request-for-quote form’s JavaScript.
- Configured the form to trigger a dataLayer push on submission, capturing details like user email and quote value.
- Set up GTM to track the custom event and forward it to GA4 and Google Ads.
- Created GTM triggers and tags to handle quote submission events, ensuring accurate data capture.
- Enabled enhanced conversions in Google Ads for secure and effective user data tracking.
- Integrated data privacy measures to handle sensitive information responsibly.
Results:
- Enabled precise tracking of request-for-quote submissions and related user data.
- Improved insights into the effectiveness of quote requests as conversion events.
- Enhanced ad performance by leveraging data to optimize campaign strategies.
- Provided the client with actionable data for refining lead generation and maximizing ROI.
Tools Used:
- Google Tag Manager (GTM): Managed tracking, set up triggers, and configured dataLayer events for the quote form submission.
- Google Analytics 4 (GA4): Received and analyzed quote request data to track user engagement and revenue potential.
- Google Ads: Integrated with GTM to record conversions for users who submitted quote requests, utilizing enhanced conversions for accurate tracking.
- JavaScript & dataLayer: Implemented custom dataLayer push events with user email and quote value, triggered on successful form submissions.
