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Google & Meta Ads Porftolio

Dubai Executive Tours

The Background

Dubai Executive Tours is a top-rated tourism agency based in Dubai, UAE. It offers luxury and customized travel experiences worldwide.
We had the opportunity to collaborate with this tourism company, renowned for its premium tourism services.
Their website and landing pages were needed significant optimization to maximize results. So we worked on their Branding and copywriting in their website. By launching their first-ever Google Ads campaigns, we helped them drive traffic, generate leads, and increase bookings.
Later on we scaled their campaigns and they were happy & Satisfied

The Challenge the company faced:

  • Limited online visibility despite having a well- designed website.
  • Lowest trust-gaining factor in the website.
  • Minimal brand awareness in competitive markets.

Google Ads Results

We developed a comprehensive Google Ads Strategy. The campaigns delivered impressive results and improved brand recognition within the local and international market

Facebook Ads Results

Below are the performance insights from the initial campaign setup to ongoing optimization.

Facebook Ads Results

Facebook Ads Results

The Facebook Ads not only drove high-quality leads but also Enhanced the company’s online presence, establishing them as a top choice for travelers seeking unforgettable experiences in Dubai. These Campaigns Received 26,24,128 Impressions on their ads.

Beamingbaby

The Background

Beaming Baby is a UK-based company that offers eco- friendly and natural baby products, including nappies, wipes, and skincare. Their Google Ads campaigns were underperforming, with low traffic and conversions. The objective was to increase product visibility, attract relevant customers, and drive meaningful results in the highly competitive UK market.

The Challenge the company faced:

  • Limited online visibility in a crowded marketplace.
  • The need to attract high-intent buyers while optimizing ad spend.
  • Driving quality traffic to boost sales and engagement.

The Results

These results demonstrate the effectiveness of the strategy in generating significant traffic while maintaining cost efficiency.

We optimized the product feed, segmented audiences based on demographics and purchase intent, and implemented smart bidding strategies to maximize budget efficiency. This allowed us to reduce cost-per-click and increase conversion rates, ultimately achieving a more robust return on investment for Beaming Baby.

Rabiarizwantourizm

The Background

Rabia Rizwan Tourism is a trusted name in Dubai’s tourism industry, offering a wide range of travel and tour services tailored to meet the needs of both residents and international visitors. The company had a strong online presence through their website but had never utilized paid advertising to reach more customer:

The Challenge the company faced:

  • Increase inquiries and bookings through targeted advertising.
  • Build brand awareness in Dubai's tourism industry.

The Results

Below are snapshots of the campaign’s performance metrics, showcasing the effectiveness of the Google Ads strategy. These results reflect a strong start to their paid advertising efforts, generating significant visibility and attracting valuable traffic.

Your home by Elmira Galiyeva

The Background

We worked with a real estate business in Dubai to improve their Facebook Ads. The company was already running ads, but several errors hindered the effectiveness of their campaigns. We fixed those problems, improved the strategy, and helped the business get better results from their campaigns.

The Challenge the company faced:

  • Poor audience targeting leads to irrelevant traffic.
  • Low engagement and conversion rates rates.
  • wrong ads category as per business needs
  • Weak ad creatives and copywriting

Errors

Although they had been running ads before, the campaigns faced delivery issues and produced a very low conversion rate

The Results

Improved Delivery: Ads reached the right audience without errors. Also, their Conversion Rate Increased.

Al Raheeq Real Estate Dubai

The Background

The real estate company offers premium properties across Dubai, catering to local and international clients. We managed their Facebook Ads campaigns. They had previously been running ads, but the results were far from ideal. We fixed their campaign issues and delivered better engagement.

The Challenge the company faced:

  • Ads were not connecting with the target audience.
  • Increased engagement and conversions for property inquiries.
  • Optimized spending for better ROI.

The Results

Their results reflect a highly efficient campaign, delivering strong engagement and valuable leads within the allocated budget. Below are insights showing campaign performance:

The gobo

The Background

The Gobo is a premier provider of custom lighting solutions in Canada. Specializing in personalized gobos. While they had been running Google Ads since 2013, the campaigns were not yielding the desired results due to various issues. Their Tracking was not set correctly and they ran campaigns in the wrong category, so we fixed their problems. We started the Performace max campaign for them, after which they even started getting conversions at the lowest cost of 0.5$-1$.

Before We began managing their Google Ads, The Gobo faced:

  • Ad visuals were not engaging enough to capture customer attention.
  • Headlines and descriptions lacked messaging.
  • Ad formatting and presentation did not resonate with the target audience.
  • There was no system to measure and analyze the effectiveness of their campaigns.

Before

Here above is the all-time performance graph of the campaign and it can seen that the campaign has received approximately 3.8 Million Impressions which means 3.8M people have seen the campaign but from 3.8M people, only 48.4k people clicked on the ad which is not up to the mark CTR and from 48.4k visitors not even a single person placed order website while they spend $2.61K.

Results (After)

Upon launching the revamped campaign, we achieved our first conversion on the first click from first impression, which is a highly rare and impressive feat in digital marketing. The cost for this initial conversion was only $0.02. This immediately showcased the power of optimized targeting, creative ads, and strategic bidding. This first-click conversion was not just a lucky break; it was a testament to how effective our new approach was in connecting with the right audience. After that we seen another conversion similarly at low rate as well.

Tracking

We set up their comprehensive tracking to get more insights and deep analysis to understand behaviour of customers and their journey

Daniel's Leather Jacket

The Background

We worked with Daniel’s Leather, a leading leather apparel store in the USA, to manage their Google Shopping Ads campaigns. Our goal was to enhance product visibility, attract the right shoppers, and deliver impactful results.

The Challenge the company faced:

  • The leather jacket industry is highly competitive, making it crucial to stand out on Google Shopping.
  • They needed to connect with fashion-conscious buyers while efficiently managing ad spend.
  • Existing strategies required fine-tuning to maximize returns.

The Results

The campaign yielded satisfactory results, successfully. Generating consistent traffic from qualified shoppers. Boosting engagement with significant ROI improvements. improvemen

Stackchairs4less

The Background

IStack Chairs 4 Less specializes in delivering high- quality, affordable stackable chairs and versatile seating solutions tailored for businesses, events, and homes. While they have a fantastic product lineup and an established online store, their Google Ads campaigns weren’t delivering the results they deserved.

The Challenge the company faced:

  • Inefficient ad targeting, leading to irrelevant clicks.
  • Poor ad creative and lack of optimization for Shopping Ads.
  • High cost-per-click (CPC) with low return on investment (ROI).
  • Limited visibility for key products in a competitive market.

The Results

By focusing on precision and creativity, our Google Shopping Ads brought their products directly to the attention of potential buyers. Detailed product listings, optimized targeting, and strategic bidding ensured maximum visibility and higher engagement. Here is the campaign’s performance after our optimizations.

Multi-Channel Conversion Tracking for MPR-Health

1. Overview & Project Background

  • MPR-Health is a healthcare provider offering online appointment bookings, new patient promotions, and various contact methods for potential clients. They wanted a unified tracking setup to capture and measure every key action across multiple marketing channels—Google, Bing, and social platforms.

2. Goals & Objectives

1. Track Online Bookings

  • Measure both initial clicks on “Book Now” buttons and successful “Booking Complete” confirmations.

2. Capture Form Submissions & Calls

  • Track each time a potential patient submits a contact form or clicks on the clinic’s phone number.

3. Monitor Marketing Campaign Performance

  • Attribute conversions accurately to different platforms (Google Ads, Microsoft (Bing) Ads, Meta Ads, etc.).

4. Implement Server-Side & Pixel Tracking

  • Use advanced tagging methods (CAPI, server-side GA4 events) for more reliable data collection and to navigate browser privacy changes.

3. Implementation via Google Tag Manager

Centralized Management

  • Deployed all tracking tags, triggers, and variables within a single GTM container to keep setup organized, flexible, and maintainable.

Key Tags & Platforms

1. Google Analytics 4 (GA4) Events

  • GA4_booking_completed: Fires when a user reaches the “booking complete” page.
  • GA4_contact_form: Captures successful form submissions.
  • GA4_booking click: Tracks clicks on “Book Now” buttons.

2. Google Ads Conversion Tracking

  • GAds_booking complete, GAds_contact_form, GAds_new_patient_offer
  • Ensures each relevant conversion is attributed back to its Google Ads campaign.

3. Microsoft Advertising Universal Event Tracking (UET)

  • Multiple Bing tags for “Book Online,” “Booking Confirmed,” “Call Button Clicks,” and “Reserve Your Treatment” button conversions.

4. Meta Pixel & Adsmurai CAPI

  • FB_booking_complete, FB_book_now_button_click, FB_referral, FB_purchase
  • Uses a combination of pixel (client-side) and Conversions API (server-side) for more robust, privacy-friendly data capture.

5. Other Tools

  • Hotjar (Custom HTML) for heatmaps and user behavior.
  • Call Tracking tags to record phone click events.
  • Server-side Tagging (GTag_Server) to improve data reliability.

Triggers & Variables

  • “booking complete pageview” triggers on the confirmation/thank you page.
  • “Book Now Button”, “Call (02) 8054 7166” triggers for user clicks on key CTA elements.
  • “one&all_contact form_pageview”, “new_patient_offer_success”, etc., to track form completions for specific campaigns.

4. Challenges & Solutions

1. Multiple Platforms, Multiple Conversions

  • Challenge: Risk of double-counting or missing key conversions across Google Ads, Bing Ads, and Facebook.
  • Solution: Created unique triggers for each CTA or page view event, ensuring each ad platform tag fired only once per action.

2. Attributing Conversions Accurately

  • Challenge: Some users converted on separate visits or across different devices, creating attribution complexity.
  • Solution: Leveraged GA4’s cross-platform measurement features and server-side tagging for better user journey visibility.

3. Maintaining Tag Integrity & Version Control

  • Challenge: Frequent changes to promotional offers (e.g., “New Patient Offer”) meant constant updates to triggers and tags.
  • Solution: Utilized GTM versioning to test each new tag or trigger before publishing to production. Documented changes to ensure rollback and consistent QA.

5. Data Insights & Results

  • Increased Booking Visibility: Implementing a dedicated “booking complete” event across platforms helped MPR-Health measure the direct impact of each campaign—especially Bing vs. Google Ads.
  • Better Budget Allocation: With clearer conversion data, the marketing team optimized ad spend toward high-performing campaigns (e.g., capturing phone calls from Bing Ads or form completions via Google Ads).
  • Enhanced Remarketing: Properly firing Meta Pixel and event tags allowed the clinic to run targeted remarketing ads (e.g., showing “Book Your Appointment” to those who clicked but didn’t complete booking).

6. Key Takeaways

1. Multiple Platforms, Multiple Conversions

  • Consolidating tracking in GTM streamlined the process, reduced redundancy, and improved data accuracy.

2. Server-Side Tagging Improves Data Quality

  • Complementing standard browser-based pixels with GA4 server-side events and CAPI ensures minimal data loss due to ad blockers or privacy settings.

3. Continuous QA is Non-Negotiable

  • Regular checks and real-time previewing of GTM tags before each release safeguarded against misfires and data anomalies

Conclusion

  • By deploying a robust tagging setup within Google Tag Manager—encompassing GA4 events, Google Ads, Bing Ads, Meta Pixel, and server-side Conversions API—MPR-Health gained a complete picture of user behavior and marketing campaign effectiveness. The centralized approach simplified updates and maintenance, and the detailed data allowed the clinic to refine its advertising strategies for maximum ROI.

Streamlined Appointment & Contact Form Tracking for One & All Studio

1.Overview & Project Background

  • One & All Studio is a service-based business that offers appointments and consultations via its website. To maximize marketing efforts and gain deeper insight into user behavior, they needed to accurately track appointment bookings and contact form submissions in both Google Analytics 4 (GA4) and Google Ads.

2. Goals & Objectives

1. Capture Appointment Bookings

  • Track the moment a user completes a booking request (the “Book Appointment” event).
  • Measure how effectively paid campaigns drive new appointments.

2. Measure Contact Form Submissions

  • Identify and record each time a lead or potential client submits a contact form (the “Contact Form” event).

3. Integrate With Google Ads

  • Attribute conversions to Google Ads campaigns for better ROI analysis and budget optimization.

4. Simplify & Centralize Tag Management

  • Use Google Tag Manager (GTM) so that all tags, triggers, and updates can be efficiently managed in a single platform.

3. Implementation via Google Tag Manager

Core Tools & Tags

1. Conversion Linker

  • Ensures proper attribution by passing necessary parameters (e.g., GCLID) from ad clicks to the site.
  • Firing Trigger: All Pages.

2. GA4 Client & GA4 Booking Complete

  • The GA4 Client tag runs sitewide to initialize GA4.
  • GA4_booking_complete fires only on the specific “Book Appointment” trigger (i.e., when a user completes scheduling).
  • This event is labeled “booking_complete” in GA4, making it easy to track in analysis reports.

3. GA4 Contact Form

  • Fires when a user successfully submits the main contact form.
  • The event is labeled “contact_form” in GA4.

4. Google Ads Conversion Tags

  • GAds_booking_complete: Counts completed bookings attributed to Google Ads.
  • GAds_contact_form: Counts form submissions that originated from a Google Ads click.

Triggers & Variables

  • Book Appointment (Custom Trigger): Listens for a successful booking (e.g., user lands on a “Thank You” or “Confirmation” page, or an on-page event is dispatched).
  • Contact Form (Custom Trigger): Fires on form submission success, ensuring only valid conversions are recorded.
  • By splitting “booking_complete” and “contact_form” triggers, One & All Studio can differentiate between these two key actions, both within GA4 and Google Ads.

4. Challenges & Solutions

1. Accurate Conversion Attribution

  • Challenge: Making sure a booking or form submission is only counted once, particularly if users reloaded the confirmation page or used the browser’s back button.
  • Solution: Deployed “thank you” page triggers or unique event listener scripts, so the tag fires only on the first success. Also implemented the Conversion Linker to pass Google Ads parameters correctly.

2. Managing Multiple Conversions in One Workspace

  • Challenge: Keeping booking and form submission triggers and tags organized for easy maintenance.
  • Solution: Named triggers consistently (“Book Appointment,” “Contact Form”) and grouped related tags accordingly in GTM, minimizing confusion and streamlining future edits.

3. Ensuring GA4 and Google Ads Alignment

  • Challenge: GA4 and Google Ads often require slightly different naming conventions or event parameters.
  • Solution: Used separate tags for each platform but mirrored the naming logic (“booking_complete,” “contact_form”) so cross-platform reporting aligns.

5. Key Insights & Results

1. Better Visibility in GA4

  • The new GA4 booking_complete and GA4 contact_form events allowed One & All Studio to see real-time stats on appointments vs. inquiry submissions, forming the basis for funnel analysis.

2. Improved Ad Campaign Optimization

  • By linking the new GAds_booking_complete and GAds_contact_form conversions, the studio could quickly see which ad campaigns or keywords drove the most bookings and leads.

3. Streamlined Tag Management

  • Maintaining everything in GTM cut down on deployment time for new campaigns or form changes—no direct code changes on the website were needed.

Conclusion

  • By implementing a robust, GTM-based tracking architecture for One & All Studio, the business gained complete visibility into its two most critical conversions—booking appointments and contact form submissions. The accurate data in GA4 and Google Ads supports more informed marketing decisions, letting the studio invest in the ads and creative strategies that bring the highest-quality leads.

Time-on-Site & Lead Tracking for ChinaBeijingPrivateTours

1. Overview & Project Background

  • ChinaBeijingPrivateTours is a travel services website specializing in customized private tours around Beijing and nearby attractions. The company wanted deeper insights into user engagement—particularly how long visitors were staying on tour description pages—and lead interactions, including email clicks, contact form submissions, and WeChat clicks for quick messaging.

2. Goals & Objectives

1. Measure User Engagement by Time

  • Track visitors who remain on the website for at least 1 minute and 2 minutes.
  • Identify high‐value pages where users spend more time reading tour details.

2. Capture Lead Interactions

  • Log every Email Click to track how many users initiate direct inquiries.
  • Track Submit Click events for forms to measure lead generation.
  • Record WeChat Clicks for users opting to connect via WeChat.

3. Centralize Tag Management & Reporting

  • Implement a single GTM container integrating GA4 events for consistent reporting.
  • Use a Conversion Linker to properly attribute marketing efforts (e.g., from Google Ads).

3. Implementation Using Google Tag Manager

Key Tags & Their Triggers

1. GA4 (All Pages)

  • A base GA4 configuration tag to send general pageview data to Google Analytics 4.
  • Firing Trigger: All Pages to ensure comprehensive data collection.

2. 1 Minute Tour Visit / 2 Minutes Tour Visit

  • Custom GA4 events for visitors staying beyond specific time thresholds (1 minute, 2 minutes).
  • Firing Triggers: 1 Minutes Tour Visit, 2 Minutes Tour Visit (timers set in GTM).
  • Helps measure deeper user engagement and interest in tour details.

3. EMAIL CLICK

  • GA4 event triggered when users click on an “Email Us” link or icon.
  • Firing Trigger: EMAIL CLICK, capturing immediate interest from potential leads.

4. Submit Click

  • GA4 event triggered on the submission of a contact or booking form (labeled “Submit按钮” in GTM).
  • Firing Trigger: Submit按钮 (button click or form submission success).

5. WeChat Click

  • GA4 event triggered when users click a WeChat icon or link to connect directly via WeChat.
  • Firing Trigger: Wechat Click.

6. 转化连接器 (Conversion Linker)

  • Helps pass URL parameters (e.g., GCLID for Google Ads) and attribute conversions correctly.
  • Firing Trigger: All Pages, ensuring consistent coverage across the site.

4. Challenges & Solutions

1. Accurate Time-on-Site Tracking

  • Challenge: Ensuring the events for 1-minute and 2-minute visits only fire once per session and accurately reflect user engagement.
  • Solution: Leveraged GTM’s built-in Timer triggers with conditions to avoid duplicate fires.

2. Preventing Multiple Submissions

  • Challenge: Users refreshing or clicking “Submit” multiple times could inflate submission event counts.
  • Solution: Configured the “Submit按钮” trigger to fire only on the actual form success or unique click event.

3. Attribution Clarity

  • Challenge: Distinguishing between users who convert from organic vs. paid channels.
  • Solution: Implemented the Conversion Linker tag, ensuring that any Google Ads parameters (GCLID) remain intact throughout the session.

5. Key Insights & Results

1. Time-on-Site Insights

  • Monitoring 1- and 2-minute events helped the team identify high‐value pages or tours that kept visitors engaged.
  • Provided data-driven decisions on which tours to promote or highlight.

2. Lead Engagement Tracking

  • Tracking EMAIL CLICK, Submit Click, and WeChat Click gave a complete picture of how users prefer to inquire about tours—critical for refining the contact funnel.
  • The data revealed WeChat as a growing channel for quick inquiries, leading to design and UX enhancements.

3. Campaign Optimization

  • By attributing conversions properly, ChinaBeijingPrivateTours could adjust ad spend or SEO strategy to focus on the channels generating the most engaged, highest-converting traffic.

6. Conclusion

  • By configuring Google Tag Manager with GA4 events for timed visits and key lead interactions, ChinaBeijingPrivateTours gained a clear, data-driven view of user engagement and conversion paths. The new setup empowers them to optimize marketing campaigns, refine user flows, and ultimately guide more prospective travelers toward booking private tours in Beijing.

Multi-Event & eCommerce Tracking for TheGobo.com

1. Overview & Project Background

  • TheGobo.com is an eCommerce platform specializing in customizable lighting products and accessories. They wanted deeper visibility into their sales funnel—from first click to order confirmation—and to capture key engagement metrics like site searches, form submissions, and calls. Their ultimate goal was to optimize ad spend and customer conversions using robust, real-time data.

2. Goals & Objectives

1.Track Critical eCommerce Events

  • Begin Checkout: When users click the checkout button or start filling in billing details.
  • Confirm Order: When a purchase is completed.
  • Total Orders, Orders – New Users / Existing Users: Distinguish between first-time buyers and returning customers.

2. Capture Key Engagement Actions

  • Search Tracking: Monitor how often site visitors use the search function to find products.
  • Click to Call & Email Clicks: Log clicks on phone links and email links for users seeking direct contact.
  • Scroll Depth: Gauge how thoroughly visitors scroll through product pages or landing pages.

3. Measure Marketing ROI

  • Use Google Ads tags to properly attribute conversions (checkout steps, email clicks, etc.).
  • Leverage Google Analytics 4 (GA4) to unify conversion data and build out more accurate funnels.

4. Integrate Additional Analytics Tools

  • Deploy Microsoft Clarity for session recordings and heatmaps, providing deeper insight into user behavior.

3. Implementation with Google Tag Manager

Key Tags & Setup

1. Conversion Linker

  • Ensures accurate tracking of Google Ads parameters (e.g., GCLID), preserving attribution throughout the session.
  • Firing Trigger: All Pages.

2. gtag – AW (Google Tag)

  • Initialization tag used to load Google Ads scripts across the site.
  • Firing Trigger: Initialization – All Pages so that Google Ads can track from the moment a user lands on the site.

3. Microsoft Clarity – Official (Custom HTML)

  • Helps record session replays and heatmaps for UX analysis.
  • Firing Trigger: All Pages.

4. ROI – GA4 – Website Events

  • Checkout Begin: Fires a GA4 event when the “Begin Checkout” button is clicked or the user enters the billing step.
  • Click to Call: Logs a GA4 event for phone link clicks (tel:).
  • Clicks / eMail: Captures any generic link clicks (e.g., mailto links) to measure user interest in direct outreach.
  • Orders – New Users / Existing Users: Differentiates conversions from first-time vs. returning customers.
  • Scroll Depth: Monitors how far down users scroll to gauge content engagement.
  • Search: Triggers whenever the website’s search icon or search function is used.
  • Total Orders: Logs each confirmed order in GA4 for accurate eCommerce tracking.

5. ROI – Google Ads – Website Conversions

  • Checkout Steps (Billing Details), Click to Call, Confirm Order, Search, etc.
  • Each relevant action is mirrored as a Google Ads conversion event, allowing for full-funnel ad optimization.

4. Challenges & Solutions

1. Distinguishing First-Time vs. Returning Orders

  • Challenge: GA4 by default does not automatically classify orders by user type.
  • Solution: Leveraged GA4’s user properties (or custom dimension) to detect if a user was logged in or not. Deployed separate events—“Orders – New Users” vs. “Orders – Existing Users”—to gain clarity on acquisition vs. retention.

2. Multiple Checkout Steps

  • Challenge: TheGobo.com has several checkout steps (billing details, shipping, payment, etc.), making it essential to pinpoint where drop‐offs occur.
  • Solution: Implemented “Begin Checkout” and “Confirm Order” tags, plus intermediate steps (e.g., “Billing Details”) to see exactly where users might exit the funnel.

3. Ensuring Complete Visibility in GA4 & Google Ads

  • Challenge: Some events (like “Scroll Depth” or “Site Search”) are not standard eCommerce conversions but still critical for ad campaign optimization and remarketing.
  • Solution: Configured each user interaction to fire as both a GA4 event and a Google Ads conversion (when relevant). This allowed for better remarketing segments and precise ad targeting.

5. Key Insights & Results

1. Holistic eCommerce Tracking

  • With begin-checkout and confirm-order events, TheGobo.com can now easily identify funnel bottlenecks and success rates for new vs. existing customers.

2. Improved Ad Campaign Performance

  • By sending event data (search usage, email clicks, calls, etc.) back to Google Ads, the marketing team refined keywords and ad creatives to better align with high-intent actions.

3. Enhanced User Experience

  • Microsoft Clarity revealed crucial insights on how customers navigate the site—leading to improvements in checkout design, site navigation, and product pages.

6. Conclusion

  • By setting up comprehensive GA4 and Google Ads conversion events through Google Tag Manager, TheGobo.com now has a holistic view of its online store’s performance. From begin-checkout tracking to confirm-order conversions—and everything in between—the new data pipelines inform smart, data-driven decisions. The result is optimized ad spend, higher conversion rates, and a better overall user experience.

Multi-Channel Lead Tracking for ASM Wireless

1. Overview & Project Background

  • ASM Wireless is a telecom service provider specializing in device repairs, service plans, and in-store support. The business wanted to track key user actions—such as getting store directions, clicking to call, and submitting contact forms—to measure lead generation and drive in-store visits.

2. Goals & Objectives

1. Capture Lead-Generating Events

  • Button – Get Directions: Track clicks on the “Get Directions” button to measure how many online users plan a store visit.
  • Call – Click to Call: Log every phone link click to quantify inquiries driven by the website.
  • Leads – Form Submit: Record submissions of any online lead form to track new potential customers.

2. Centralize Analytics Setup

  • Use Google Tag Manager to manage all tracking tags, triggers, and variables in one place.
  • Implement GA4 for unified analytics reporting across channels.

3. Better Understand User Behavior

  • Deploy Microsoft Clarity to gain qualitative insights (heatmaps, session recordings) on how users interact with site elements.

3. Implementation via Google Tag Manager

Key Tags & Triggers

1. ASM – GA4 – Config

  • Base GA4 configuration tag loading sitewide to capture pageviews and basic analytics data.
  • Firing Trigger: All Pages for consistent tracking on every visit.

2. ASM – Google Tag

  • Additional Google Tag to support marketing or remarketing efforts (e.g., Google Ads).
  • Firing Trigger: All Pages.

3. ASM – Website – Button – Get Directions

  • GA4 event fires when users click on “Get Directions” (e.g., a link to open Google Maps or Apple Maps).
  • Trigger: ASM – Website – Button Click – Get Directions.

4. ASM – Website – Call – Click to Call

  • GA4 event logs any phone link clicks (tel: link).
  • Trigger: ASM – Click to Call.

5. ASM – Website – Leads – Form Submit

  • GA4 event triggered on successful submission of a contact or lead generation form.
  • Trigger: ASM – Leads – Form Submission.

6. Microsoft Clarity – Official (Custom HTML)

  • Tracks user sessions, providing heatmaps and replay data.
  • Firing Trigger: All Pages for continuous session capture.

4. Challenges & Solutions

1. Different Types of Lead Actions

  • Challenge: Traditional funnels focus on form submissions, but ASM Wireless also relies on in-store visits and phone calls.
  • Solution: Created distinct GA4 events for each lead action (Directions, Call, Form Submit) so the marketing team can attribute which channels generate foot traffic vs. direct inquiries vs. form leads.

2. Accurate Triggering

  • Challenge: Some “Get Directions” buttons might be in multiple places (e.g., homepage, store locator pages).
  • Solution: Implemented specific click triggers referencing unique button IDs or classes (“Get Directions”) to ensure precise event firing.

3. Combining Qualitative & Quantitative Insights

  • Challenge: GA4 reveals the “what” of user behavior but not always the “why.”
  • Solution: Used Microsoft Clarity to watch user sessions for friction points (e.g., confusion on the contact form, difficulty finding phone links), and made UX improvements accordingly.

5. Key Insights & Results

1. Increased Form Submissions

  • Tracking form submissions in GA4 highlighted which pages or campaigns drive more leads—leading to optimized ad spend on top-performing channels.

2. High Demand for Store Visits

  • The “Get Directions” clicks data revealed that a significant portion of traffic prefers an in-person visit—valuable intelligence for store expansion planning.

3. Effectiveness of Click-to-Call

  • Tracking phone link clicks clarified how many users prefer immediate phone support, helping ASM Wireless allocate staff resources for peak call times.

6. Conclusion

  • By deploying Google Tag Manager with GA4 events for clicks (Get Directions, Call) and form submissions, ASM Wireless now accurately measures various lead touchpoints. The addition of Microsoft Clarity provides a richer, qualitative understanding of user journeys. This integrated setup arms the marketing team with the data needed to refine campaigns, streamline the path to conversion, and boost overall customer engagement—both online and in-store.
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