Overview
Young & Smart Day Nursery, a leading childcare provider in Lewisham, needed deeper insight into how families interact with their website. They wanted to track form submissions, booking interactions, and marketing performance more effectively – without relying on developers for every change. Click Return was brought in to implement a robust and scalable Google Tag Manager (GTM) setup, integrated with Google Analytics 4 (GA4) and the Meta Pixel, to enable precise event tracking and conversion measurement.
The Challenge
Prior to implementation, Young & Smart’s website had limited tracking capabilities. The team couldn’t:
- Accurately track key actions such as enquiry form submissions and booking requests
- Measure Facebook Ad conversions effectively
- Adjust or expand tracking without developer involvement
- Manage cookie consent compliance through a central system
These limitations made it difficult to assess the ROI of digital marketing campaigns or optimise the user journey through data-driven insights.
Our Solution
Click Return delivered a full tracking framework using Google Tag Manager as the central tool for implementation, testing, and future scalability.
1. GTM Container Creation & Installation
We started by creating a new GTM container specifically for the nursery website. After verifying access, we installed the GTM container code site-wide, ensuring that tags would fire correctly across all pages. This was the foundational step in making future tracking quick and manageable.
2. Google Analytics 4 Integration
We configured a new GA4 property and connected it through GTM using a GA4 configuration tag. This allowed for enhanced measurement of user behaviour, including scroll depth, session starts, and engagement metrics.
Custom GA4 event tags were then created to track specific user interactions:
- Form submissions
- Booking button clicks
- Email and phone link clicks
Each tag was tied to its own firing trigger, isolating actions by page section and button type. For example, different triggers were used to distinguish phone clicks for different nursery locations, as shown in the tag list:
- GA4 Event – Y&S Email Clicks
- GA4 Event – Y&S Phone Clicks
This granular tracking allowed the nursery to understand not just how many people were contacting them—but which methods and which site elements were most effective.
3. Meta Pixel and Conversion Tracking
We implemented the Meta Pixel using Custom HTML tags in GTM, including:
- General pageview pixel firing on load
- A dedicated lead event tag to record form submissions as Meta conversions
This enabled accurate tracking of Facebook Ad performance and attribution of leads back to campaigns.
4. Cookie Consent Integration
To maintain compliance with GDPR and provide a seamless experience for users, we integrated the CookieYes platform into GTM. The CookieYes CMP (Consent Management Platform) tag was deployed and configured to manage user consent preferences before firing non-essential tags like Meta and GA4.
The Result
Within days of deployment, Young & Smart Day Nursery had a powerful analytics system in place. Key results included:
- Real-time visibility into enquiries and bookings made via the site
- Clear attribution of leads to paid and organic traffic channels
- A GDPR-compliant cookie banner that integrates directly with tracking tools
- A scalable and developer-free solution to update or add new tracking events
Conclusion
By implementing a comprehensive GTM framework for Young & Smart Day Nursery, Click Return delivered a flexible, future-proof data foundation. The nursery can now make informed decisions backed by real-time data, enhance its marketing strategy, and stay compliant with privacy regulations – all with minimal ongoing developer involvement.
Whether you’re a school, nursery, or any business that values transparency and marketing performance, a well-executed Google Tag Manager setup is the key to unlocking actionable insights.
