Tracking What Matters: How We Do It at Spectacle

Once you’ve set up the basics in Google Tag Manager (pageviews, forms, and high-intent clicks), the next step is to track events that reveal why people are on your site and how close they are to converting.

Most companies track “sign up” or “contact us” and stop there. But that leaves a huge blind spot: the steps visitors take before they ever show purchase intent. At Spectacle, we design tracking around the questions we want answered about our visitors.

Here’s how we do it:

1. Track Content That Reveals Use Cases

Your website content isn’t just “marketing material.” Each section acts like a question your visitor is answering for themselves. By tracking who visits which type of content, you start to see why they are here.

• Integrations pages → These are gold for intent. If someone visits our HubSpot, Stripe, or ActiveCampaign integration pages, we immediately know their likely use case. Are they trying to solve attribution for CRM leads? Do they want to connect payments? Are they automating email journeys? Each integration visit narrows down their pain point.

• Blog → A blog visit doesn’t always mean high intent, but it does reveal knowledge level. A visitor who lands on “What are UTM parameters?” is earlier in their journey than one reading “How to connect server-side events to Google Ads.” This tells us how much context they have — and what content or campaigns should come next.

• Documentation → Docs are different. Nobody reads product documentation unless they’re evaluating how it works in detail. A docs reader is often technical (developer, data engineer, analyst) and further along the buying journey than a casual blog reader. Tracking docs consumption helps us spot the difference between decision makers and implementers.

2. Track Pricing and Conversion Pages

When someone hits these pages, the stakes are higher. These signals are about readiness to buy.

• Pricing page visits → Almost always intent. The pricing page is a natural filter: people checking it are asking “can I afford this, and does it match my need?” Even if they don’t convert immediately, knowing they got this far helps us identify warmer leads.

• Click “Meeting with Founder” → At Spectacle, we give visitors the option to book a call with our founder. Tracking this click tells us someone isn’t just browsing, they’re serious enough to want a direct conversation. That’s a different level of buying intent compared to a blog reader.

• Sign up → This is the clearest high-intent action. But instead of treating “sign up” as the only conversion, we treat it as the final stop in a longer journey. Tracking earlier signals means we can already score and prioritize leads before they sign up.

3. Think in Funnels, Not Just Events

Tracking individual clicks is useful, but the real insight comes when you arrange them in sequence. A funnel view shows progression, not just activity.

Here’s a simplified Spectacle funnel:

Integration Visit → Blog/Docs → Pricing → Meeting with Founder → Sign Up

• A visitor who only reads a blog post? Early-stage, awareness level.

• A visitor who moves from integration to pricing? They’re validating fit and cost.

• A visitor who books a founder meeting? They’re actively considering purchase.

This sequence transforms “raw clicks” into a narrative: where the visitor started, how they evaluated, and where they dropped off. It also shows where your website might have gaps. For example, if lots of visitors read the docs but never move to pricing, maybe the bridge between technical validation and cost needs work.

4. Practical Takeaway

When setting up your GTM, don’t just track every click for the sake of it. Track the events that help you answer core business questions:

• What use case does this visitor have? (Integrations viewed)

• What’s their knowledge level? (Blog content read)

• Are they technical or non-technical? (Docs vs. marketing pages)

• Are they showing intent to buy? (Pricing, meeting booking, sign-up)

With just a handful of events, you can build a clear picture of who your visitors are and how close they are to becoming customers. That’s far more valuable than a bloated event list you’ll never use.

👉 At Spectacle, we keep our tracking setup simple but powerful. By mapping content to user intent, we connect marketing activity directly to revenue impact. It’s not about collecting more data — it’s about collecting the right signals to understand and accelerate your customer journey.