Analytics Recipe Cookbook - Summaries

Topic: Send Events to Google Analytics from Google Tag Manager/Event tracking with GTM 

1.  Send Events to Google Analytics from Google Tag Manager/Event tracking with GTM

Posted 30 days ago

Originating Authors:  
Mary Vinitha Xavier & Divya S, Nabler

Introduction:  Google Analytics (GA), being a clickstream data source is important for understanding how people interact with your website. It gives you additional insights into their behaviour and how effective your pages are in leading users towards a conversion. There are some out-of-box features that GA tracks by itself, like pageviews, sessions, bounces, etc. In certain cases, this is not enough. For example, it does not track viewing a video, downloading a document etc., which might be very important for your business and your website. This can be achieved by sending custom events.

Analysis Overview: 
In this recipe, we are going to

  • Briefly, discuss on what is Google Tag Manager (GTM), its main components such tags, triggers and variables
  • Discuss on what is event and its taxonomy with an example
  • Illustrate various methods of sending events to GA from GTM with examples

Analysis Benefits: 

  1. GTM reduces development cycles and saves time, resources & costs.
  2. It reduces developer reliance, shrinks analytics implementation timelines and allows you to deploy more advanced analytics tracking without touching any site code.
  3. Various user interactions that cannot be tracked by default, can be tracked by configuring custom events in GTM

DAA members, go here to view full recipe.


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Mary Xavier
Nabler (Corporate Account)
Bangalore
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