Goal: To successfully incorporate Heatmaps on your analytics strategy.

Ideal Outcome: Your business is now correctly recording, logging and analyzing your heatmaps.

Prerequisites or requirements: To fully follow this SOP, you will need Google Tag Manager set up on your website. If you don’t have Google Tag Manager set up on your website, you will want to follow the procedure covered in

Adding Google Tag Manager to a WordPress Site

Adding Google Tag Manager to a Shopify Store

How to add Google Tag Manager to a Squarespace site

Why this is important: In-page behavioral analysis gives your team additional visual insights that are not easily collected or interpreted using traditional analytics tools such as Google Analytics.

Where this is done: In Google Tag Manager, Hotjar, and Google Spreadsheets.

When this is done: You will set up a heatmap every time you want to learn more about your user’s on-page behavior on a different page or set of pages.

Who does this: The person responsible for Analytics or Conversion Rate Optimization (CRO).

• Included Resources on this SOP

ClickMinded - Clickmap & Scrollmap Diagnosis Cheat Sheet

ClickMinded - Scrollmap & Clickmap Insights

• Evaluating the need for a Clickmap or Scrollmap tool

1. Do you want to analyze quantitative data, analyze specific metrics over given time periods, or track major events on your website?

   1. If yes, a tool like Google Analytics is more suitable for your analysis. Even though in some cases you can get similar indicators visually through a heatmap, typically this kind of results.

      1. If you don’t have Google Analytics on your website yet, you can set it up by following

      Adding Google Analytics to a site (using GTM)

      How to add Google Analytics to a Shopify Store

      ii. If you have Google Analytics but haven’t set up the right goals and events to track your business you can do so by following :

      Setting up Conversion Goals in Google Analytics

2. Do you want to analyze how your users are interacting within a specific page or subset of pages?

   1. If yes, in some cases you might be able to do so with Google Analytics. But mostly the data will be much easier to analyze by visually looking at scrollmaps and clickmaps.

• Deciding what pages to record

1. Identify core pages on your website and setup page-level heatmaps for them, those are the pages most users will go through before performing the action you want them to perform, example:
   • Homepage;
   • Lead generation landing page;
   • Pricing page;
   • Sales Page;
   • Checkout page or checkout steps;