Google Tag Manager & Facebook pixels
Creating compelling quizzes is just part of the quiz marketing equation. It’s equally important knowing what each user does when they find your quiz – Riddle can help with our support for Google Tag Manager and Facebook pixels.
Why use Google Tag Manager and Facebook pixels?
Quizzes are unrivalled as lead magnets – they have the highest interaction rates for online content.
The challenge can be to getting potential customers to see your quiz.
That’s where ads come in. Savvy marketers use Facebook or Google ads to send people to their quiz.
The Social Media Examiner agrees – using quizzes for lead generation ads online perform much better – which drives down your cost per lead.
“We’ve reduced our acquisition costs by 60% with Riddle. It enables us to engage people better – which means they convert (buy!) far more often.”
Founder of The Hair Fuel
Quiz tracking with Google Tag Manager / Facebook pixels
But it’s absolutely critical to know what ads are working – and which aren’t.
Clicking on the ad is only the start.
With event tracking, we fire ‘events’ – that tell Google Tag Manager or Facebook when a user click on each step of your quiz.
You’ll be able to track:
- Click on ad – which ads are working best?
- Click ‘start quiz’ – did the ad click convert to a quiz taker?
- Answered question 1, question 2, etc – how and what did they answer?
- Lead form – skipped or completed?
- Quiz results – what results did they get?
- Social sharing – and did they share their results on Facebook, LinkedIn, etc.?
Google Tag Manager example
It’s strange but true – different types of people click on different ad groups. So one ad might attract more initial clicks from casual browsers – while the 2nd gets fewer clicks from more interested, dedicated visitors.
Right, so that’s enough theory.
Let’s dive into a more concrete example around event tracking.
Let’s say you’ve set up two groups of ads – one set gets you a 1% clickthrough rate; the other is half as effective and only achieves .5%.
- Now suppose group #1 has a quiz opt-in rate of 10%. Figuring $1 per ad click, and you’re looking at spending $100 for an even 100 ad clicks – that result in just 10 actual leads.
- Group B on the other hand – gets less clicks but converts 2X better. In this case, you’d get 100 clicks for $100 – but you’d have 20 leads. Twice the conversions = for the same ad spend.
Google Tag Manager and other tracking software give you this visibility – so you’ll know to switch off ad group #1, and use all that marketing money on ad group #2.
Isn’t that cool? You get more actual quiz conversions, using the same amount of marketing money!