Tracking website data with Google Tag Manager

Abstract

Google Tag Manager has revolutionised the ability of marketers to track virtually anything on a website. This software serves as a powerful data collection tool — but with so much information available, how does a company decide what is worth tracking; what are the privacy implications of tracking such information; and once users have this data, how do they interpret it? Using strategic data collection techniques, marketers can build powerful analytics systems that provide rich insights into user activity, engagement and customer success.