collecting data with google tag manager
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Collecting Data with Google Tag Manager
What can we learn from GTM?
What is GTM? Why collect data with GTM?Google
Analytics GTM
Intended users Programmers Everyone else
Actions required to collect additional data Edit raw HTML Fill out a form(s)
Placement of code <head> tag <header> tag
Paige Mann and Sanjeet Mann
To use GTM, have it… GTM limitations
Authentication errors
2,067Accessed online serials through OPAC
1,768
Viewed subject filters in AZ page
20,734
Viewed new and trial databases in AZ page
410
Great Ideas ShowcaseJune 10, 2016
Clicked Find Article option in AZ page
4,586
Clicked Find Serial option in AZ page
3,389
Submitted Find Serial form in AZ page
3,106
Submitted Find Article form in AZ page
3,821
Google Analytics collect
Google Analytics organize
Google Analytics analyze
Tag Manager Look for…•variables like Click or Form ID, class, text, etc.•variables like page URL•variables that you define
so when…• users click on, or submit, those things• under those conditions
collect• up to 3 data fields (event category, event
action, and event variable)
•Tracking behavior is limited to clicks
•Google privacy settings can strip out useful data (e.g. information about the web page)
•Manually customized data collectors requires periodic updates
Traffic from Moodle
Data from 5/16/15 – 5/15/16*Data from 8/1/15-5/1/16
Serial searches with 0 results*
4,715 (3%)
… and what users clicked on next*