Unlocking insights with Google Tag Manager

Tom Bennet

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

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