Strategies for Tracking Teachable Checkout Abandonment

Following trials with multiple tools and an examination of different ideas, I identified a workable approach to observe these particular Teachable checkout page interactions—an answer you can implement yourself, requiring no programming expertise or help from outside developers.

For the effective achievement of your objective to supervise these instances of checkout desertion, making use of Google Tag Manager (GTM) is going to be indispensable.

Google Tag Manager is a no-cost utility that streamlines the procedure for incorporating tracking pixels and scripts onto your web presence, and it further empowers you to observe a broad spectrum of user activities taking place on your system.

Inside this detailed manual, I will guide you through the exact procedures for using GTM to efficiently monitor abandoned cart scenarios on Teachable, which will then allow you to create a targeted Facebook group for your re-engagement campaigns.

Let us commence this undertaking.

Stage One Setting Up Your Google Tag Manager Profile

Your first required step is to visit the authorized Google Tag Manager portal, at which point you can continue to sign up for their platform by using your current Google or Gmail login details.

Once you have entered the Tag Manager interface, you will be prompted to establish a fresh account. Kindly provide an account name and subsequently click the ‘Continue’ button.

Subsequently, enter the URL for your Teachable institution, opt for the ‘Web’ selection to designate the platform type, and then continue by clicking the ‘CREATE’ control.

The subsequent display will present a notification stating ‘Install Google Tag Manager’. You are required to duplicate the code segment within the provided field and insert it into the head section of your Teachable site. This segment is a tracking element designed to monitor visitor activities within your Teachable school.

It is not necessary for you to implement the secondary code piece, specifically the ‘

After you have duplicated the script, navigate to the administrative panel of your Teachable school and proceed to Site -> Code Snippets. Insert the duplicated script into both the ‘Logged In’ and ‘Logged Out’ designated areas.

Since you have now effectively positioned the GTM tracking script within the head section of your Teachable platform, return to the Tag Manager, dismiss the ‘Install Tag Manager’ pop-up, and your ‘WORKSPACE’ will become visible.

This central location is where every one of your GTM tags and triggers will be displayed. You also have the capability to generate new ones or adjust current ones from this area.

Allow me to provide a clear explanation of GTM’s operational mechanics and its two primary components:

The majority of your activities within GTM will center on Tags and Triggers, and in the subsequent stage, I will demonstrate the method for configuring the appropriate triggers in GTM.

• ​Triggers – These instruct GTM on the timing for an action. Illustrative triggers include a user accessing a webpage or an individual selecting a hyperlink, among others.
• Tags – These inform GTM about the specific action to perform. Examples of such actions involve activating an FB pixel or transmitting page view data to Google Analytics, for instance.

Stage Two Creating Activation Rules in Google Tag Manager

This particular stage is the most critical and also the most engaging part of the whole procedure. Because Teachable restricts the placement of any custom code on the checkout interface, I needed to devise an alternative method to reach our goal.

Therefore, instead of monitoring visits to the checkout page itself, our approach will be to record the clicks on enrollment buttons found on the course promotional pages. This strategy is highly effective, as virtually every individual who selects an enrollment button is then directed to the checkout page.

A minimal chance exists that an individual might click an enroll button but then depart before the checkout page fully materializes. This occurrence is genuinely negligible, and it is not something that requires our concern whatsoever.

Prior to our ability to establish triggers, a minor setup adjustment is necessary. Select the ‘Variables’ option located in the side navigation menu.

Select the ‘CONFIGURE’ controls in order to adjust the variable settings.

Mark the selection boxes adjacent to the choices listed beneath ‘Clicks’. Doing so will permit the utilization of Click Variables within our trigger definitions.

After you have successfully set up the Click variables, return to your primary control panel and select the ‘Trigger’ choice from the left-hand menu. On the subsequent page, an option to generate a new Trigger will be presented.

Assign your Trigger a descriptive Title and then select the section labeled ‘Trigger Configuration’.

A separate dialog box will appear, allowing you to choose the trigger event from this location. It is recommended to opt for ‘All Elements’ within the ‘Click’ category as your designated trigger. Essentially, GTM will activate any time a user interacts by clicking on any component of your Teachable institution.

Within the trigger setup area, choose the ‘Some Clicks’ option and establish the criteria as illustrated in the accompanying image.

These specific criteria ensure that the trigger activates solely for particular clicks on our site, rather than for every single click. This is because individuals might select the ‘Sign Up’ control, an image, or another arbitrary element, and we aim to avoid tracking such interactions in this scenario.

After you have specified the necessary conditions, select the ‘Save’ control located at the upper part of the screen, and your trigger will be effectively established.

Employing a comparable method, generate an additional two triggers using the subsequent criteria:

Upon completion of the setup for these three triggers, they will be visible within your list of triggers.

Permit me now to clarify the rationale behind establishing three distinct triggers and the purpose of these specific conditions. The subsequent details are somewhat technical; should you prefer, feel free to bypass this explanation and proceed directly to the following part.

Regarding CSS classifications, a Teachable promotional page may feature three varying kinds of enrollment buttons:

• The initial button variant is a standalone button (identified by CSS class: btn-header-enroll) which directs users either to the payment page or to the pricing area, contingent on your setup of single versus multiple payment options. Our aim is to exclude the button variant that functions as a page scroller; consequently, we have omitted the scroller button’s distinct CSS class, ‘payment scroller’, during condition setup.
• The subsequent variant is the standard enroll button (identified by CSS class: btn-enroll), and this one consistently navigates users to the payment page.
• The final variant actually pertains to the compact enroll buttons found within a pricing grid (identified by CSS class: product-enroll). This particular button will invariably lead users to the payment page.

This rationale underpins our creation of three separate triggers, each founded on distinct conditions within GTM. By implementing this trigger configuration, you can be assured that your tracking is precisely limited to those enrollment button interactions that guide a user toward the checkout page.

Stage Three Integrating Facebook Pixel on Teachable via GTM Tags

This particular phase is exceptionally uncomplicated, and your primary requirement is a basic understanding of your Facebook Ads account to proceed with the pixel installation.

Important: Should you have previously embedded the FB pixel straight into the head section of your Teachable platform, it will be necessary to delete it, as our current method involves positioning the pixel using GTM.

Access your Facebook Ads management interface and navigate to the Pixels section. Within this Pixels area, choose the option labeled Set Up Pixel.

Subsequently, opt for ‘Utilize an integration or tag management system’.

Opt for ‘Google Tag Manager’.

Choose the ‘Quick Install’ method.

Choose the GTM profile that you established during Stage #1, and subsequently pick the GTM container (which corresponds to your website).

During phase 3, simply select the Next control. You will then be presented with the ‘Add or edit tags’ interface, where a tag designed to activate the Pixel Base Code has been pre-configured.

Select the ‘Add new tag’ control to generate an additional tag.

Provide a distinctive identifier for your tag and choose ‘Add To Cart’ to specify the event. The activation rule will correspond to one of the triggers you formulated within GTM during Stage #2.

Following a comparable procedure, introduce two additional tags for button interaction 2 and button interaction 3. Consequently, you should possess one tag for the Pixel Base Code and three tags for the Add to Cart event. Select the Next control and then make all the tags live on the subsequent display.

These tags will be established within GTM, and the resulting behavior is as follows:

• Each time an individual navigates to any page within your Teachable institution, the FB Base Pixel will activate.
• Each time an individual selects the enrollment button on your promotional page, the AddToCart Event Pixel will activate.

At this point, return to your GTM profile and examine the tags section in the side navigation menu. You ought to observe the tags you generated via Facebook displayed in that location:

Should you want to confirm if the entire setup is functioning as expected, there are two methods available for verification:

• Download and set up the Facebook Pixel Helper Chrome browser extension. Navigate to your Teachable institution, select an enrollment button, and observe whether the appropriate pixel is activating.
• Alternatively, you can select the ‘Preview’ control situated in the upper section of your GTM profile and activate the ‘Preview’ function. Following this, simply access your Teachable institution within the identical browser window and check if the tag is indeed activating.

You are now fully prepared to monitor instances of checkout abandonment within your Teachable institution. In the subsequent phase, I will demonstrate the process for developing a customized audience in Facebook using this data.

Stage Four Building a Tailored Facebook Group for Prospect Remarketing

To establish a specialized audience segment, it is necessary to access your Facebook Ads management portal. Navigate to the Audiences section within your ads profile and choose the Custom Audience option.

Subsequently, opt to formulate the audience by utilizing ‘Website visitor data’.

The subsequent display will provide the capability to generate an audience group founded on the specific interactions users have performed on your web platform.

Imagine our objective is to form an audience composed of individuals who have specifically accessed the checkout page for a distinct course, enabling us to launch re-engagement advertising campaigns.

Your initial step should involve incorporating all individuals who have selected the enrollment button (corresponding to the AddToCart Event). Nevertheless, if you offer several courses, this method will record button interactions across all promotional pages, instead of isolating them to one specific course’s promotional page.

Facebook provides options to additionally narrow down your audience; you can input the web address of your course’s promotional page to focus on enrollment button interactions occurring solely on that particular page.

Subsequently, you must omit any individuals who have finalized their purchase. This can be accomplished by merely removing everyone who has accessed the course’s post-purchase confirmation page.

You ought to now possess an audience segment comprising individuals who reached the checkout page but did not finalize the transaction. This group can be specifically addressed through Facebook advertising campaigns.

This instructional content will not delve into the specifics of executing Facebook Retargeting Ad campaigns. For concepts related to operating such re-engagement advertisements, you may consult this resource.

Concluding Remarks

This particular guide concentrated on the development of a specialized audience within Facebook; however, the procedures detailed herein can be applied for various other purposes.

You have the option to employ it for launching re-engagement advertising via Adwords, or you can choose to transmit the gathered data directly to Google Analytics.

Should you utilize a customer relationship management system such as Infusionsoft, which enables the monitoring of website users through its code segments, re-engaging these departed visitors via electronic mail is also feasible. Nevertheless, this approach would necessitate considerable custom programming and, consequently, additional effort.

The opportunity is now yours to apply the knowledge acquired from this instructional guide. Adhere to the precise procedures outlined, and you should encounter no difficulties.

Furthermore, should any inquiries arise or if you possess alternative concepts, please do not hesitate to contribute them in the discussion area provided beneath.