Tracking Element Visibility with GTM

Element visibility tracking in google tag manager imageLast month Google Tag Manager launched an Element Visibility trigger – which is super exciting for technical SEO and CRO lovers. The guys at Built Visible outlined exactly how to set up and configure the GTM trigger and it’s new built-in variable types.

The Element Visibility trigger allows you to fire a tag when a particular element (an image, form, CTA, anything!) appears in the browser’s viewport (the visible area of the page).

Tracking the visibility of specific page elements has the potential to offer far more meaningful analysis than percentage-based scroll tracking. While scroll depth can often be a valuable metric (and is now native to GTM, no plugins required!), it’s often bolted on as an afterthought. Little effort is made to differentiate between varying page types and lengths, and scroll percentages are viewed in Analytics at an aggregate level – this will seldom yield meaningful data.

More often than not, what we’re really interested in is whether the user saw something. Thanks to the Element Visibility trigger this is now easy to set up, but – unlike basic scroll tracking – doing so requires us to think carefully about our tracking requirements, our engagement goals, and our site’s measurement plan.