Google Tag Manager for actionable metrics - Beyond basic Google Analytics

Stephen Pashby

Google Analytics is a nearly ubiquitous analytics tool for websites, and implementing it in Drupal is simple. However, if you are not selling website advertising or running an ecommerce website, it does a poor job of providing actionable metrics of website performance. You could extend Google Analytics with Events, but this generally required a developer to implement custom JavaScript events or adjust. With the advent of Google Tag Manager, non-developers and Site Builders can configure and update custom event tracking for Google Analytics to improve the relevance of their metrics.

- How to use Google Tag Manager
- Common approaches to tracking website interactions using Events for Google Analytics
- Webform submissions
- File downloads
- Offsite link clicks
- Embedded video interactions

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