Brad Redding from Elevar joins us on this episode of the LMScast podcast to discuss how online course creators can work with Google Tag Manager, Google Analytics, and Google Ads for their eCommerce and online course needs. Elevar is the leading analytics and tagging platform built exclusively to help ensure direct-to-consumer brands on Shopify have a data foundation they can trust and scale with. In this episode Brad shares some key tips he’s learned and how they can apply to online course creators looking to navigate the world of advanced analytics tools.

Google Tag Manager is a tool you may have heard of. That tool acts as the conduit to all the other tools like Google AdWords, Google Ads, and remarketing tags. It allows you to tag users based on interactions of pages visited on your website. In the CRM (or email list tool) space, the term tag is used to segment your audience. So if a student enrolls in a course, they’d get a tag in your email list tool letting you know they’ve enrolled in case you want to send out offers to enrolled users or opt to not send marketing emails to enrolled users.

Google Analytics is a platform that allows you to look at page views, whereas Google Tag Manager offers a bit more depth by showing what videos they interact with, if they submit a form, etc. It also allows you to see conversions based on segments. So if you want to see the conversion rate of people who watched the video, you can see that segment.

To learn more about Brad and the great work he and his team are up to, head to GetElevar.com. Their product is focused more on Shopify brands rather than WordPress, but it is a great example of conversion-based priorities in the online business space. They also have a blog with some helpful resources on conversion optimization. Thanks for joining us!

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