The same button in five places, and every click landed in one pile.
Dansk Camping Union runs campsites across the country and a site with around 5,500 visitors a day in Danish, German and English. Membership is the conversion everything turns on. Clicks were already being counted, but not precisely enough to draw conclusions from, so I built the measurement up from the trigger.
Five buttons, one event.
The “become a member” button sits in the top menu, the burger menu, the footer, the checkout and on the page itself. Same words, same component in every place. Tag Manager fires click triggers on text or CSS classes. All five ended up as the same event. The data looked complete and answered nothing.
Every placement got its own name.
They each sit in their own part of the page, so I bound the trigger to that container and then to the button inside it. Nothing hangs on the words on the button, so the measurement does not break the day somebody edits the label. That is the part that matters six months later, when the site gets updated and nobody thinks about the tags.
The leak sits before the first field.
Of 3,899 clicks, 30.55 percent reach step one and 6.8 percent reach step two, while 2.39 percent finish. The biggest drop-off is between the click and the first filled field. More media spend will not move that.
What the numbers changed
It settled a budget question. More clicks on a button people are already pressing would not have moved anything, so the work sits in step one of the form. The membership split showed that two products carry the growth: the international deal and the pensioner membership. Campaigns and offers can point at that. And every placement has its own number now, so a change in the top menu or the footer can be measured by itself.
Measurement moved the question from how many clicks we get to what happens in the five seconds after one.
Delivered
- 79 tags in Google Tag Manager, in Danish, German and English
- One click trigger per placement, bound to the container
- Scroll depth in percent, so a drop-off can be placed on the page
- Membership type as its own event
- The whole journey in GA4: click, step one, step two, completed membership
- One Looker Studio report with the journey, the membership types and the channels