The problem was simple: we wanted a way to easily filter our site data based on if a user was a current customer or not. Customers behave differently on the site versus all other users, but all activity can get lumped together once it shows up in Google Analytics.

So we needed to figure out a way to separate customers out of all the site's user data using Google Tag Manager. The most straight-forward way to do that, was to track if they logged in, since non-customers wouldn't have a Domo account.

So I set off to do just that. The tricky thing is that a tag firing just when the login page is viewed doesn't inherently mean anything. Instead, I figured out a way to configure it so that the login tag only fires when the user actually types in one of the fields of the login page AND clicks the login button.

The other way I identified a current customer was creating a trigger group that would fire a tag on the pages customers would use the most: support pages, community pages, company info, etc. While these pages could be briefly viewed by anyone, only a customer would be likely to interact beyond a page view.

So my trigger group fires on only those certain pages once the user has scrolled down the page and they've spent significant time on the page.

While I can't share any specifics, this project greatly improved how we were able to filter our analytics data to identify the needs and behaviors of both current and prospective customers.