Unlocking insights with Google Tag Manager

Tom Bennet

15th March 2018

Google Analytics is used on approximately 60 million websites worldwide. Out of necessity, it is designed to work with as many different businesses as possible. This is one of the reasons it’s so widely used – a basic implementation with zero customization is quick and easy to setup, and you’ll start seeing data immediately.

But having accurate data is not enough; you need the right data. You need data you can act upon.

Your business is unique, and Google doesn’t know the KPIs of your website. That’s why it’s essential to invest in data collection – it doesn’t matter how many segments you build or dashboards you create, if your data collection is thoughtless (or worse, broken and inaccurate), the level of insight you can glean will always be limited.

Learn Inbound

At Learn Inbound, I demonstrated some of the ways in which a smart implementation of Google Tag Manager can dramatically increase the quality and relevance of the data you collect in Google Analytics. By working towards a collaborative relationship with your development team, you can foster a culture of data-driven marketing and ensure that your analytics software sufficiently customized to empower you to measure and demonstrate success.


Recommended reading:

  1. Hat tip to Grant Kemp for the JavaScript error tracking tactic
  2. From Project to Process by Simo Ahava
  3. Misunderstood Metrics: Time on Page / Session Duration by Analytics Edge
  4. Using Events as Goals in Google Analytics by Tyler Norris
  5. Tracking Element Visibility with GTM by Tom Bennet
  6. Getting Started with Content Grouping in Google Analytics by Tom Bennet
  7. How to Measure Performance with Custom Dimensions in Google Analytics [Tutorial] by Tom Bennet
  8. Manipulating the Data Layer: JavaScript Variables and Enhanced E-commerce by Tom Bennet

Comments are closed.

  • Pankaj Wagh

    First of all thanks for sharing information on how to group the author’s traffic in Google Analytics through the Tag Manager.

    The recommended links are awesome too and got the several meaningful information from there.

    I would like to add one line for the Insight data:

    Right Data, productive act and desired results matters a lot for next plan.

  • Vikas Yadav

    Thank you for the site, it truly is packed with so much helpful info. Reading this helped me a lot.

  • john

    A great one minute read. Straight to the point! And with some great recommended links too.

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