Google Tag Manager has launched very useful new User Engagement triggers for YouTube. These GTM triggers help you to easily track YouTube videos. This topic will guide you step-by-step, how to track YouTube videos with Google Tag Manager. Setup the new YouTube Video channel, New YouTube Video trigger allows you to track several different user actions on videos on your website. There are some main user actions
- Starting the video
- Completing the video
- Pausing the video
- Percentage of the video length
In this tutorial, we have Google Analytics Event tag to capture all this information. To track data, we will configure some variables, make a lookup table and setup the GA Event tag and YouTube video trigger
1: First Install Google Tag Manager
Before starting, Google Tag Manager will require you to sign up.
If you have not already GTM account you’ll need to create a free account on Google Tag Manager
This is the simple process. Just write an account name, select your country and then click through to phase two.
After selecting the container of site It will ask you to insert your website’s URL.
In GTM You can create tags for different purposes according to your requirements
After creating your new web container, Google Tag Manager will give you two types of code chunks to add to your site.
GTM gives you instructions about this code. The top section of source code goes in the <head>section, and the bottom will go at the very top of the <body> section.
If you use other services like WordPress, then you can add this code in theme editor’s header file.
When you have installed completely, you’ll be able to add, edit, and manage your tags.
And at this point, you have access to your Google Tag Manager workstation
2: Set up variables and triggers for YouTube video
There are multiple ways to set up various elements of your Google Tags.
First of all, you will set “Triggers” section to track Youtube videos. When a user clicks on your video, the trigger tells Google Tag Manager that someone has taken action. And in the case of Youtube video tracking, experts recommended that you should make two triggers.
One trigger will tell you how many times visitors started a video, and the second will show you when they watch a certain amount of your video.
Click on the “Triggers” section for setup
Click to create a new GTM YouTube trigger, and then you’ll need to select YouTube Video trigger.
As you can see above, I’ve selected “YouTube Video Trigger” and I’ve configured the trigger to only capture when the video starts.
You can select the “Some Videos” option and add the specific URL you want this trigger to track.
Rename and save your first trigger.
For second trigger I’ve deselected the “Start” and selected the “Complete” and “Progress” options.
I’ve also included percentages to activate a trigger. When you combine these two GTM YouTube triggers, they can tell you how often users start your video and how much time they spend.
You’ll also need to set up Google Tag Manager’s variables to allow for video. Tags will use the defined variables to double check triggers and when user meet the conditions, then tag will fire.
For configuration go to the “Variables” and select the “configure” option as you see in the following image.
Scroll down to reach the “video” section and activate the all video variables.
After selecting all video variables go back to your dashboard.
3: Setup your Tag
Go back to main dashboard and select new Tag.
It will be the final action that allows you to track YouTube video on your landing page.
You’ll need to set Tag Configuration and Triggering.
As we already set up triggers, now Start by clicking on the “Tag Configuration” option.
A menu bar will appear that has a number of tag types.
Google Tag Manager works with a lot of different tools or platforms to let you create and use tags for a variety of purposes.
There are even tags for Google Ads, LinkedIn Insights, and conversion linker.
But, for now the tag you need to track your video views is universal Google Analytics
Select the Universal Analytics and then start filling other details.
At first step, you’ll see an option “Track Type.”
Go and select the “Event”. Once you’ll select the options on your menu will change.
These parameters allow the tag to correctly track what action took place.
Go to each section and change them like
You can change these according to your needs. It’s also important to set up your Google Analytics settings so that it includes your tracking ID.
Even you have Google Tag Manager set up with the same account as your Google Analytics, you’ll still need to put your tracking ID here. This is allow the trigger to send information to Google Analytics. After reviewing everything, you can save your settings.
Your menu should look like this:
Once you set everything correctly, save your tag configuration and move on to triggering.
You’ve already set up YouTube video tracking triggers, all you have to do is select the ones that you want to include with this particular tag.
Now, you can test your tag. Select the “Preview” tab which you can see at the top right of Google Tag Manager. Then, navigate to a URL on your site that has video and debug panel popup that looks like this:
See your tags firing and data populating in debug panel for confirmation.
Now double-check that everything is right and publish your tag.
4: Check Youtube Video tracking data in Google Analytics
When user clicks to play your video, the tag will hit and update your metrics accordingly. But Google Tag Manager does not have any native analytics, so go to Google Analytics account to see YouTube videos tracking data. Before tracking your video, you’ll need to set up a custom metric in your Google Analytics.
After login in account go to the “Admin” tab in Google Analytics and select the “Property” options.
After selecting the right menu, scroll down and choose “Custom Metrics” option
Click the option for creating a new custom metric.
Then, create a new “hit” scope metric using the integer formatting type as you see below
Then you will get a snippet of code that you’ll need to install on your landing page to track YouTube videos
Now you can gather actionable data that allows you to quickly analyze your video’s performance.
Set your Tag Manager to send data to the “Events” option. But you can either select the “Overview” option or “Top Events.” which will give you the information you’re looking for.
Use this tracking data to make decisions about how you can optimize your landing page and Youtube video.
With experience, you can track youtube videos with Google Tag Manager to build a trackable landing page which helps you to increase conversion rate.