Zero to Hero: Implementing Custom Google Tag Manager and Analytics on Wix Sites

A local restaurant chain was looking to understand their website traffic and measure their web ordering performance. To achieve this, I designed a comprehensive web tracking strategy that would describe their traffic and answer key business questions using custom analytics tags. The end result was an automatically-populating, self-service Looker Studio dashboard that answers questions like:

• Which pages are most popular?

• How is our site traffic trending?

• Are users finding the 'Order Now' button faster?

• Are users flowing through our consideration ('View Menu') or conversion ('Order Online', 'Call Now', 'Get Directions') actions at a higher rate?

• How does user behavior differ across locations?

• How are we acquiring visitors (Google My Business, Google Search, Instagram, etc)

• What keywords bring visitors to our site? What other keywords should we be optimized for?

• What menu items and categories are most popular?

• How does site behavior differ throughout the day?

• What page are visitors starting their journey on and how does that affect their conversion rates?