GTM Interactive Hits

[fomayof928@mowline]

Why is that? You have the answer. This may be a bit of an extreme example, but I mean I've seen weird things with Facebook attribution compared to analytics attribution. I've also talked about things like Mixpanel and Kissmetrics. Each tool has its own little special way of recording attribution. It's never the same as another. We don't have any industry standards for how these things work, so make sure you understand these pieces.

4. Interactions
Then the last thing is what I call interactions. The cameroon number data thing I find people do wrong here is in Google Tag Manager it gives you too much rope, which you can hang yourself from if you're not careful.


One of the biggest things is what we call interactive hits versus non-interactive hits. So let's say you have scroll depth in Google Tag Manager.

You want to see how far down the page people scroll. At 25%, 50%, 75%, and 100%, it will send an alert and say how far down the page they scrolled. Well, the thing is, you can also make it interactive. So if someone scrolls down 25% of the page, you can say, okay, that's an interactive hit, which means that the person didn't bounce anymore, because it's counting an interaction, which can be really great for your setup.

Gaming bounce rate
But what I've seen are unscrupulous agencies that come in and say if the person scrolls 2% down the page, now that's an interactive hit. Suddenly the client's bounce rate drops from 80% to 3%, and they think, "Wow, this agency is amazing." They're not amazing. They're lying. This is where Google Tag Manager can really manipulate your bounce rate. So be careful when you're using interactive hits.