Many websites contain important PDF assets, such as white papers or product manuals. Marketers can learn valuable information from knowing how many times these documents have been downloaded, but amazingly, on most websites, the clicks to these assets are not being tracked. When you don’t track clicks to downloads, it makes tracking the success of your collateral, and your conversions from said collateral extremely difficult.

If you don’t currently have PDF click tracking set up, do not worry, it is simple and easy to accomplish with two free tools: Google Tag Manager and Google Analytics.

Follow these three steps to start recording this key performance indicator for your regular reports.

Step One:

Create a Google Tag Manager account https://tagmanager.google.com. After you have created the account find your “container” code and place it on every page.

Google Tag Manager Container Code

Step Two:

After placing the Container tag code your pages, you can create a trigger. To do that, in tag manager, go to the menu and click on “Triggers”,  select “New”, then “Custom Events” and add the regular expression shown in the screen capture below:

Regular Expression for New Trigger

Step Three:

Once you have created a trigger, you need to create a tag to fire the trigger. Go to the main menu, click  on “Tags”  and create a Tag to fire on the above trigger by entering Choose Product = Google Analytics, choose tag type = Universal Analytics, and the you are ready to configure the tag.

To configure the tag, choose tag type = Universal Analytics, then add your Tracking ID or UA code. Then choose track type = event, name your category so you can identify it easily in the reports, then choose the “Action” needed – in our case we want to pull the page url  {{PageURL}}. The last step is putting a label on the action (we chose to pull  “Download file: Element URL and Element text.)

Finally, we have to tell our new Tag to “Fire on”  the trigger we created above. Thus, we chose “More” and added  the trigger “w – LinkClick PDF Download – .pdf “

Creating a Tag to Fire the Trigger

And that is it! In few easy steps, we can now track all clicks on PDF files present in the website via Events.

To check the validity of the trigger you can use Google Analytics reporting.  Just go to “Real Time”, then “Events” and, if someone is clicking on your files you will see the “Event Category” and the “Event Action” you just created (note: if your IP Address is blocked in Google Analytics, you will not be able to see any Real Time Analytics).

With the above event, you can start accumulating data in Google Analytics to create nice reports on the activity of your PDF files. To do that you can also create a Goal based on the event you just created. Simply go to the “Admin” section of google Analytics, click on “Goals”, create a “Custom” goal with the appropriate name and type. In our case we created goal ID 20 for our reports.  For our reports, we have the chance now to use  ga:goalXXCompletions  to capture the number of PDF downloads happening at any given time period in the website.

Creating a Goal for Event

Goal Detail

Alternatively, you can pull the PDF downloads data via the “Conversions” section in Google Analytics, just click on “Goals” then “Overview”, go to “Goal Option” and look for your Goal number (in our case is goal # 20)

Goal Completions Screenshot

PDF file downloads are a hugely important metric on how your target audience is engaging with your unique files and it shows how good your campaigns are and how strong your brand is.