Recently we have seen more businesses across the healthcare, wellbeing and fitness markets recognising the importance of marketing and turn to a multi-channel approach. We have been our bit to help TM3 users through a series of marketing webinars aimed at enhancing their online client acquisition processes. In addition to these webinars, we know a huge number of clinics, studios and gyms are now also using a combination of in-house and third-party marketing agencies to improve conversions and improve their digital visibility in an increasingly competitive landscape.
Digital marketing thrives on actionable insight and data. If you can’t measure it – how do you know if it’s worth doing? No matter the size of your clinic, studio or gym, it is important that you understand how people interact with your website and online bookings. Could you tell someone your top conversion channel in the last 90 days? Do you know how many of your organic search visitors converted into a paid booking this month? If you are running Facebook ad, how many of those converted to an online booking? Do you know which service was the most visited on your online bookings?
Historically, Google Analytics would have been the go-to solution for measuring all metrics across your website and bookings platform. Whilst Google Analytics is good for drawing many insights, when used as a standalone product it has its limitations. Enter our Google Tag Manager integration.
Why should you use Google Tag Manager for Online Bookings?
We’ll skip over the technical explanation of what Google Tag Manager is and give you the diluted version. Google Tag Manager gives you unbeatable insight in your clients’ behaviour. By tracking client behaviour across your website, Connect bookings site, Connect app, social media platforms and more, you’ll be able to allocate resource and budget for your marketing activities more efficiently.
TM3’s Google Tag Manager integration gives you the tools to track conversions by sources. This means that you’ll get actionable insight into what channels are providing the best returns for your efforts. It may be that your clients interact with content on Facebook more than on your website, but do you know the total volumes of conversions from each channel at present?
Another key feature is that you’ll also have the ability to implement cross-domain tracking. Typically - and with almost every online bookings platform - there will be domain crossover. If you have a website it will have its own domain such as www.myclinicandclasses.com and your online bookings will have another, such as https://myclinicandclasses.connect.tm3app.com. This isn’t a bad thing, you’ll need that direct URL to your online bookings to push people to from your social media pages.
However, tying both these together to ensure your marketing reporting doesn’t have crossover would be almost impossible without GTM. This might sound like a complex process but it’s a lot easier than you may think and what it means is that you’ll get a better picture of your clients’ digital journey from start to finish without duplicate data.
For healthcare, wellbeing or fitness professionals who don’t have a website and use their Connect page as their website. Our GTM integration is the perfect tool for retargeting visitors to your online bookings with Facebook Ads. You can also make use of GTM to track all visitor analytics, giving you the same insight you would have with a standalone website.
What tags should you be using?
As with any marketing platform or process, things can be as complex or simple as you need them to be. GTM gives you one of the most powerful marketing platforms on the market, with the capabilities to track a broad range of things perfect for both seasoned marketers and those just starting out.
To get your started, we have put together a list of the 3 most popular tags used by our clients to track online bookings conversions at their clinics, studios and gyms.
1. Google Analytics.
Hook your Google Analytics account up to your Connect site to allow you to track all visitor activity. This tag will allow you to use Google Analytics to analyse visitors to your Connect bookings, services viewed, how long they have spent on each service, where they came from and how many converted.
2. Google Ads Tracking.
If you are currently running Google Ads for your business, you’ll need to know how many of those clicks actually converted into an online booking. Tracking conversions from Google Ads is possible with the Google Ads tag in GTM – meaning you’ll be equipped with knowledge to make decisions on what campaigns are providing returns.
3. Custom HTML For Facebook Pixel.
The custom HTML tag can be used to add your Facebook pixel tracking code to your Connect online bookings, allowing you to measure and optimise the results of your Facebook advertising. Additionally, this will allow you to setup retargeting of visitors through the Facebook ads platform.
If you would like to know more about the Google Tag Manager integreation for clinics studios and gyms on TM3, click here to get in touch with our sales team to arrange a demo today.