Tracking website data with Google Tag Manager

Joshua Silverbauer

Journal of Brand Strategy, 2017, vol. 6, issue 3, 242-249

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.

Keywords: digital advertising; website analytics; Google Analytics; Google Tag Manager; tagging; click tracking; DOM manipulation; digital marketing; digital analytics (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/1584/download/ (application/pdf)
https://hstalks.com/article/1584/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2017:v:6:i:3:p:242-249

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().