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Since this year, Google Tag Manager has a new trigger called Element Visibility. This Trigger can be used to fire tracking events in specific areas of your website when users are viewing specific areas. So you can forget how to track scrolling with Google Analytics, as now we can track specific areas of your website.
Using the trigger Element Visibility you can target when the users see your content, your ads, the footer, the comments area, so everything you want to measure.
Here the example of PPC Land, to track the users that scroll until the share area. When users see these share buttons
I defined a visibility trigger to fire pixels/events:
The Trigger Type is Element Visibility and for this case, we used the Element Selector CSS Selector. To find the CSS of the area you want to measure, open Google Chrome, right-click the area with your mouse, and then in Inspect.
The CSS to use here is #article article .share li span
Then we implemented an event as Goal on Google Analytics
Here we wrote the Category, the Action, and the Label. You can also attribute a currency value to the action, but is optional. The Non-Interaction Hit I defined false, so the users that have hit this event are not considered Bounce Rate.
Then on Google Analytics, I defined a custom goal for this event:
On Google Analytics we can now see the users that are reading the articles in PPC Land:
We could use the trigger to implement a pixel and retarget these users, or create an audience and have insights about it. Using the new trigger Viewability allows publishers and advertisers to have more insights, intelligence, and actions about their websites and products. There are many uses for this. Feel free to share your thoughts and questions, if you have.