Google Tag Manager for actionable metrics - Beyond basic Google Analytics

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.

Takeaways:

• 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