Client: higeia.com.au — Weight Loss Program
End-to-End
User Journey
Tracking via GTM
Designed and implemented a complete Google Tag Manager tracking architecture for Higeia's onboarding funnel — capturing every user touchpoint from first welcome screen through payment success, including 26 granular quiz interaction events.
What was built and why.
Higeia needed full visibility into how users moved through their onboarding funnel — from landing to paid conversion. Without granular tracking, drop-off points were invisible and optimisation was guesswork.
Track every step of the user journey from the welcome screen through to payment success and consultation scheduling — giving the team full funnel visibility in GA4.
Google Tag Manager for event implementation, GA4 as the data destination, and custom Click ID triggers to capture button-level interactions across the SPA-style onboarding flow.
A fully documented, tested tracking implementation covering 7 main funnel pageview events and 26 granular quiz interaction events — all verified and ready for GA4 funnel analysis.
Mixed approach — button-level Click ID tracking for interactive steps, URL-based tracking for confirmation pages where no button click occurs.
All events validated through GTM Preview Mode before publishing — ensuring clean, reliable data flowing into GA4 from day one.
Full tracking spec documented per event — page URL, path, click ID, button text, event name, GTM status, and test status — maintained as a living reference.
7-stage conversion funnel.
Each stage of the Higeia onboarding flow was mapped to a unique GTM event — tracking users from first welcome through to paid conversion and consultation booking.
26 quiz interaction events.
Every body fat percentage selection in the onboarding quiz was tracked as an individual GTM event — enabling analysis of which quiz answer cohorts convert best.
How the GTM setup was structured.
Two distinct trigger strategies were used depending on the page type — button-level Click ID tracking for interactive steps, and URL-based triggers for confirmation pages.
Used for steps 1–5 where user progression is gated behind a button. GTM fires when the element with a specific Click ID is clicked — ensuring the event only fires on intentional user action, not page load.
Used for PaymentSuccess and ScheduleConsult — pages that load after external processes. GTM fires on page load when the URL matches the confirmation path.
Primary funnel events follow PageView_[StepName]. Quiz events use the percentage value directly as the event name for easy cohort segmentation in GA4.
GTM tags push all events to GA4 via the GA4 Event tag type — making every funnel step and quiz interaction available for funnel analysis and conversion reporting in GA4 Explorations.
What this project demonstrated.
Technical implementation skills applied across a real-world SPA onboarding funnel.
GTM Click ID tracking is more reliable than CSS selector-based triggers for SPAs. Single-page applications often re-render elements, breaking class or text-based triggers. Click IDs remain stable across renders — making them the right choice for quiz-style onboarding flows.
Granular quiz event tracking unlocks cohort-level conversion analysis. By tracking each body fat percentage selection individually, you can compare conversion rates across different quiz answer cohorts in GA4 — revealing which user profiles convert best.
Mixed trigger strategies are sometimes the right call. Using button clicks for interactive steps and URL matching for confirmation pages isn't inconsistent — it's precise. The right trigger for each page type ensures clean data without false positives.
A tracking spec document is as important as the implementation itself. Documenting every event with its URL, click ID, button text, GTM status, and test status creates a single source of truth — making QA, debugging, and future updates dramatically faster.
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