WebinarJam and EverWebinar documentation Webinars for everyone!

Google Tag Manager

About Google Tag Manager

Google Tag Manager is a free service provided by Google that works to help organize all your tags in one container. For this tutorial, we will be adding a Facebook pixel to our GTM, and then adding that to a webinar.

Once you have a Google Tag Manager account set up, the first thing you’ll find are the codes (shown above). We’ll come back to these once we’re set up.

Create New Trigger

For now, navigate to triggers and click New (shown below).

In the sidebar that appears, click the pencil icon (shown below).

Page View

And choose page view from the available options (shown below).

Next (shown below) choose some page views, page URL, contains, and enter only the beginning of your Thank You page URL:

https://event.webinarjam.com/registration/thank-you/

Click the plus icon on the right to add a second rule.

For this one (shown below), choose Referrer, contains, and the beginning of the registration page URL:

https://event.webinarjam.com/register/

With that done, you can title your trigger, and click save.

Add Facebook Pixel

Now it’s time to add the Facebook pixel. In Google Tag Manager, it’s called a tag, so navigate to the Tags area and click New (shown below).

Choose Tag Type

Click anywhere in the top box to choose the type of tag. There is no facebook tag available, so instead choose Custom HTML (shown below).

You can now paste your Facebook pixel into the frame (shown below).

Tag Firing

Click Advanced settings and under Tag Firing Settings, select Once per page (shown below).

Before leaving, below the tag window, you can select the trigger you created earlier (shown below). After this, name your tag and save.

Finally, click Submit in the upper right (shown below).

You can use the two text fields (shown below) to add personal details about any changes you made, but if this is your first time adding settings, you can just say it is your first pixel or something similar.

Publish

Click Publish (shown above) and return to the workspace tab (shown below).

Get Code

Now you can click the blue letters and numbers (shown below) to copy your code.

There are two codes here (shown below), you will need them both.

Add Codes to WebinarJam

In your WebinarJam 3rd Party tracking settings, add both codes to the registration page field and the thank you page field (shown below). However you are welcome to add them to all the fields that are visible if you are tracking more than registration rates.

Facebook pixel tracking

If you want to embed a tracking code from a 3rd-party network (such as Facebook or Google) into your webinar pages, you can easily do that from the configuration wizard. In fact, you can even embed a different tracking code for each page in your webinar funnel: registration page, thank you page, live room and replay room.

See screenshot below:

Some networks are fairly easy to set up and do not require to know the specific destination URL you want them to track for you. Indeed, they simply give you a tracking pixel which you’re just to copy/paste into the destination page. If that’s your case, then simply paste that tracking pixel into whichever box you want the pixel to track (registration, thank you, live and/or replay), and you’re done. We will inject that pixel(s) into the corresponding page(s).

 

On the other hand, some networks (such as Facebook Ads) require not only embedding their tracking code in your destination page, but moreover they need to know the URL of that particular destination page. Here’s the culprit of the problem: what is the actual URL of each your pages (registration, thank you, live and replay) for each of your webinars?

Well, fear not. It’s pretty easy!

Explaining the webinar’s URLs structure

The URLs for WJ and EW events have a peculiar characteristic: they are composed of 3 different components: the base URL, the Webinar ID, and an encrypted string. Here’s what the webinar URLs look like:

  • Registration page: https://event.webinarjam.com/register/XXXX/YYYYYYYYYYYY
  • Thank you page: https://event.webinarjam.com/registration/thank-you/XXXX/YYYYYYYYYYYY
  • Live room: https://event.webinarjam.com/live/XXXX/YYYYYYYYYYYY
  • Replay room: https://event.webinarjam.com/replay/XXXX/YYYYYYYYYYYY

Let us review the 3 parts of the URL:

  • The Base URL: for example https://event.webinarjam.com/registration/thank-you/
  • The Webinar ID: XXXX
  • The encrypted string: YYYYYYYYYYYY, which varies on a registrant by registrant basis.

For the purposes of Facebook (or any other tracking platform you might use), we will only focus on the Base URL and the Webinar ID. We can forget about the encrypted string – we won’t need it.

By the way, you can find the Webinar ID parameter in the actual interface. In the example below, the Webinar ID for that particular webinar is “693”, and thus the link to your webinar’s Thank You page, once the configuration process is completed, will be https://event.webinarjam.com/registration/thank-you/693/YYYYYYYYYYYY

Tracking “Contains” vs. “Equals to” URLs

Now that we know that the link to our Thank You page (for example) will be https://event.webinarjam.com/registration/thank-you/693/YYYYYYYYYYYY , we need to pass it to our Facebook Ads campaign, or to whatever other tracking platform we might be using.

The key concept is to make sure we tell them to track any URL that contains the fixed part of your webinar URL, meaning event.webinarjam.com/registration/thank-you/693/ . Note that I have excluded the encrypted string (“YYYYYYYYYY“), since that part is dynamically generated on the fly and thus it varies for each visitor. For that reason, we will not tell them to track a specific full URL, but rather any URL that “contains” just the fixed part instead.

Here’s a screenshot of how that translates in the Facebook Custom Conversion configuration console:

Sales tracking code

Both in WebinarJam and EverWebinar, you may configure an offer to pop at any time through your webinar, converting your sessions into money-generating machines!

Well, since the actual payment transactions happen outside our platform, it’s important that your payment system (whether PayPal or any credit card checkout cart) reports back to let us know that a sales has indeed taken place. But… how is that communication actually happening? That’s what our Sales Tracking Code is for.

 

Finding the sales tracking code

First of all, let’s review where to grab that code.

Once you have completed configuring your webinar, and before you run your actual event, open the Advanced window, enter the Goal Tracking tab, and copy the sales tracking code. See screenshot below.

A few important things to note at this point:

  • The system will only generate a sales tracking code if you’re actually configured an offer for your webinar. Otherwise, this tab will remain empty.
  • The system will generate one sales tracking code per offer configured, since you can indeed set up multiple offers per webinar.

 

Tweaking the sales tracking code

You will notice that the code contains a “?price=0.00” segment. You need to modify the “0.00” to reflect the price amount for each individual sale. For example, if your product is sold at $40, then you’d enter “?price=40.00“. That’s what’s going to allow WJ and EW to track not only your sales numbers but your sales revenue too.

There are some limitations, such as for example if you pricing model involves a recurring payment subscription (example $19.00 per month) or a payment plan (example 3 payments of $99). In this case, you’ll have to decide what is the appropriate value for the ?price parameter: either the first payment in the subscription, or perhaps your estimated dollar-per-customer value. That’s up to you.

 

Embedding the sales tracking code

Alright, so now that you have the sales tracking code, we must deploy it!

The code is meant to be embedded directly in your checkout flow’s Thank You page, meaning the page that your customers are redirected immediately upon successfully completing payment. More specifically, inside the <BODY> tags of the page HTML.

Every time a customer visits that page, the tracking code will be triggered and the webinar analytics will register a new sale and will add the sale value to your revenue balance.

We have one final trick up our sleeve! In case you’re using that same checkout funnel outside your webinar environment, we don’t want other customers triggering the sales tracking code and, therefore, inflating your webinar analytics. For that reason, the sales tracking code will only register sales if it recognizes the customer as an attendant to your webinar session. Needless to say, this is achieved by the power of cookies!

 

Finding your analytics

Sales and revenue metrics can be found at the My Analytics page, inside the Monetization section, along with other useful data such as Sales Conversions or Earnings Per Attendee. Truly a God sent to calculate your webinar ROI if you’re driving traffic via paid ads!

See screenshot below.

© 2020 WebinarJam All Rights Reserved