Presented for Florida Library Webinars on 2/1/17. Some slides may not make sense without my narration, which is available at [TBD]. Many of these slides are provided for later use by attendees as documentation, and weren't shown live.
Gen AI in Business - Global Trends Report 2024.pdf
Improving Analytics with Google Tag Manager
1. TRACK WHAT MATTERS MOST
Chad Haefele
Head of User Experience and Assessment
UNC Chapel Hill Libraries
cHaefele@email.unc.edu
Improving Analytics with Google Tag Manager
2. What is GTM?
• TAG: any bit of code (usually
javascript) you need to insert
into your site.
4. The problem with Google Analytics
ga('send', 'event', [eventCategory], [eventAction], [eventLabel], [eventValue], [fieldsObject]);
5. How does GTM fix this?
<!-- Google Tag Manager --
><script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new
Date().getTime(),event:'gtm.js'});var
f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l
='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl
;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-
KS5HJD8');</script><!-- End Google Tag Manager -->
<!-- Google Tag Manager (noscript) --><noscript><iframe
src="https://www.googletagmanager.com/ns.html?id=GTM-
KS5HJD8"height="0" width="0"
style="display:none;visibility:hidden"></iframe></noscript><!-- End Google
Tag Manager (noscript) -->
Inside your <head> tag:
Inside your <body> tag:
The only code you ever need to add to your site:
6. Setting up GTM
• tagmanager.google.com
Account Name: The name of your library
7. Setting up GTM
• tagmanager.google.com
Container Name: The URL of your library’s website
Where to use Container: Web
9. Setting Up A GTM Account
• If you’re using WordPress, there are plugins to do this part for you.
I like the MetroNet Tag Manager:
http://wordpress.org/extend/plugins/metronet-tag-manager/
• If you previously used Google Analytics, make sure to remove
that code from your site!
10. Enabling Built-In Variables
• On the left menu, click Variables
• Click the Configure button
• Under the Clicks section, check the boxes for “Click URL”
and “Click Text”
11. Terminology
•Tag:
A little bit of code that runs on a page, like event tracking:
•Trigger:
A condition which, when true, will add a tag to your page.
ga('send', 'event', [eventCategory], [eventAction], [eventLabel],
[eventValue], [fieldsObject]);
12. Deploying Google Analytics with GTM
• In Tags, click on New
• Give your tag a name like Universal Analytics
• Click “Tag Configuration”
• Choose Universal Analytics
• Enter your Google Analytics Tracking ID
• Set the Track Type to “Page View”
• Click “Triggering”
• Select “All Pages”
• Click “Save”
• Click “Publish”
• Check the Real-Time section of Google Analytics to make
sure data is being reported as you browse your site.
13. Implementing Universal Link Tracking
• In Triggers, click New
• Give your trigger name, like Any Link Clicked
• Click on Trigger Configuration
• In the “Click” section, pick “Just Links”, then Save
• In Tags, click New.
• Give it a name like Universal Link Tracking
• Click on Tag Configuration, then Universal Analytics
• Insert Tracking ID
• Set the Track Type to Event
• Category: Universal Link Tracking
• Action: Link Clicked
• Label: Click the + icon and pick the Click URL variable
• Click the Triggering section at the bottom of the page.
• Select your Any Link Clicked trigger that we made
• Click Save
• Publish it
• Check Real-Time info in GA to see if it’s working
14. Tracking Your E-Resource Usage
• In Triggers, click New
• Give your trigger a name, like E-Resource Click
• Click Trigger Configuration
• In the “Click” section, pick “Just Links”
• Pick “Some Link Clicks”
• Set the boxes to “Click URL”, “contains”, and a unique string that’s part of all your e-
resource URLs (for me it’s go.php?c=)
• click Save
• In Tags, click New
• Give it a name like E-Resource Link Tracking
• Click on Tag Configuration, then Universal Analytics
• Insert Tracking ID
• Set the Track Type to Event
• Category: E-Resource Link Clicks
• Action: Link Clicked
• Label: Click the + icon and pick the Click Text variable
• Click the Triggering section at the bottom of the page.
• Select the E-Resource Click trigger we made
• Click Save
• Publish it
• Check Real-Time info in GA to see if it’s working
15. Tracking Your PDF Downloads
• In Triggers, click New
• Give your trigger a name, like PDF Click
• Click Trigger Configuration
• In the “Click” section, pick “Just Links”
• Pick “Some Link Clicks”
• Set the boxes to “Click URL”, “contains”, .pdf
• click Save
• In Tags, click New
• Give it a name like PDF click Tracking
• Click on Tag Configuration, then Universal Analytics
• Insert Tracking ID
• Set the Track Type to Event
• Category: PDF Downloads
• Action: Link Clicked
• Label: Click the + icon and pick the Click URL variable
• Click the Triggering section at the bottom of the page.
• Select the PDF Click trigger we made
• Click Save
• Publish it
• Check Real-Time info in GA to see if it’s working
16. Troubleshooting GTM
• In the upper-right
corner, click the down
arrow next to Publish.
• Click Preview
• Load your webpage in
another tab
17. Troubleshooting GTM
• As you browse your site, you’ll see (sometimes very
briefly) which triggers and tags are fired at the bottom.
18. Troubleshooting GTM
• When you’re done troubleshooting, go back to your GTM
tag and click Leave Preview Mode
19. Other Resources
• ALA’s Library Technology Report on Google Analytics and
Google Tag Manager, by Tabatha Farney
• https://journals.ala.org/index.php/ltr/issue/view/613
• Google Tag Manager Fundamentals course:
• https://analyticsacademy.withgoogle.com/course/5
• Uses an old version of the GTM interface
• Lynda.com’s GTM course
• https://www.lynda.com/Google-Tag-Manager-tutorials/Google-Tag-
Manager-V2-Essential-Training/168238-2.html
• Uses an old version of the GTM interface
• Google Tag Manager support
• https://support.google.com/tagmanager/
• Autotrack.js for an alternate method of setting up tracking:
• https://github.com/googleanalytics/autotrack/blob/master/README.
md
20. TRACK WHAT MATTERS MOST
Chad Haefele
Head of User Experience and Assessment
UNC Chapel Hill Libraries
cHaefele@email.unc.edu
Improving Analytics with Google Tag Manager