Digital Do’s: Drive Better SurveyGizmo Results with Google Tag Manager

SurveyGizmo is a professional survey solution used by many top brands to gain valuable insights from their audience. Vladimir Jones recently worked with partners to launch a campaign where a survey was the landing page for our advertising and completing the survey was the conversion. The strategy that was developed for this campaign included the need to tag and monitor individual pages. By doing so, we would be able to accurately measure survey completions and attribute those completions back to specific channels, as well as optimize our ad delivery toward survey completions.

In this blog post, you’ll get a step-by-step guide on how to implement unique page tracking and tagging using Google Analytics and Google Tag Manager.

Before we get into the thick of it, please be sure to follow the below guides to install Google Tag Manager on the survey and begin tracking respondent behavior in Google Analytics:

Once those are complete, the next step is to create a variable that will be unique to each survey question in Google Tag Manager. For this, we will need to create a DOM Element variable that looks for the Current Page ID. To do this in Google Tag Manager, go to:

  1. Variables
  2. Under User-Defined Variables click New
  3. Choose DOM Element as the variable type
  4. In the drop-down menu under Selection Method choose CSS Selector
  5. In the Element Selector box use input#sg_currentpageid
  6. In the Attribute Name box type in the word value

Be sure to name and save the variable. An example of this element in the Chrome developer console is below:

Note the highlighted portions. In the bottom right is the Element we used in our variable and the value is seen in the highlighted section above it. The value is the most important part of this variable since it will be the unique identifier for our survey questions. It’s also important to note that the Page ID values do not necessarily match up with their question numbers, as the order of the questions in the final survey may not match the original order. For instance, the example above is for question 1 of our survey, but the value is 29.

Now that the variable is set, the next step is to create triggers for the pages you want to tag. We’ll use question 1 of our survey seen above as an example. In the Triggers section of Google Tag Manager:

  1. Select New
  2. For Trigger Type select Page View
  3. For This Trigger Fires On select Some Page Views
  4. Under the Conditions select the Page ID variable you just created, select equals, and enter the Page ID of the page you want to tag

Be sure to name and save the trigger. In this example, the trigger is now ready to use for any tracking tags that we want to fire on the first question of the survey.

That’s all there is to it. This variable and trigger will most likely find more uses for conversion pixels that fire at the end of the survey, but it allows for total flexibility to tag any question. This in turn could allow us to track visitors at each stage of the survey and add them to separate remarketing audiences, then re-engage them with specific messaging that incentivizes them to complete the survey, ultimately resulting in increased responses and validity of data.

Patrick Cannarozzi

- Author -

Patrick Cannarozzi

Senior Digital Strategist