Chapter 2. Using Google Tag Manager in Your Library

Authors

  • Tabatha Farney

Abstract

Chapter 2 of Library Technology Reports (vol. 52, no. 7), “Google Analytics and Google Tag Manager”

Google Tag Manager (GTM) simplifies several custom tracking options, such as event tracking. It is a separate platform from Google Analytics and uses a tag-based system to tell Google Analytics what data gets tracked and how. Chapter 2 of Library Technology Reports (vol. 52, no. 7), “Google Analytics and Google Tag Manager,” introduces GTM and explains how to implement it.

Author Biography

Tabatha Farney

Tabatha Farney is the Director of Web Services and Emerging Technologies for the Kraemer Family Library at the University of Colorado Colorado Springs. She coauthored the LITA Guide Web Analytics Strategies for Information Professionals. Her daily activities involve developing and maintaining various web tools to support library services, and her research focuses on digital and web analytics to improve the user experience.

Farney authored the first five chapters of this issue of Library Technology Reports and served as editor for the final two chapters, which were written by colleagues in the field.

References

Laura Holmes, “Digital Marketing Made (Much) Easier: Introducing Google Tag Manager,” Google Analytics Solutions blog, October 1, 2012, http://analytics.blogspot.com/2012/10/google-tag-manager.html.

“Quick Start Guide,” Google Tag Manager, accessed February 29, 2016, https://developers.google.com/tag-manager/quickstart.

Justin Boyle, “Where Should the Google Tag Manager Snippet be Placed?” LunaMetrics, December 12, 2014, www.lunametrics.com/blog/2014/12/12/google-tag-manager-snippet-placement.

“Unit 2, Lesson 2: Set Up a GA Property Variable,” Google Analytics Academy, accessed February 29, 2016, https://analyticsacademy.withgoogle.com/course05/unit?unit=2&lesson=2.

“About Events,” Google Analytics Help, accessed February 29, 2016, https://support.google.com/analytics/answer/1033068?hl=en.

“Triggers,” Google Tag Manager Help, accessed February 29, 2016, https://support.google.com/tagmanager/answer/6106961?hl=en.

Robin Steif, Regular Expressions for Google Analytics (Pittsburgh, PA: LunaMetrics, 2010), www.lunametrics.com/regex-book/Regular-Expressions-Google-Analytics.pdf.

“Variables,” Google Tag Manager Help, accessed February 29, 2016, https://support.google.com/tagmanager/answer/6106899?hl=en.

Downloads

Published

2016-10-05

Issue

Vol. 52 No. 7 (2016): October

Section

Chapters