Installing Google Analytics via Google Tag Manager

Google Tag Manager is a real “warehouse” of tags, allowing for in-depth analytics of Internet resources. It can also be used to install Google Analytics. Let’s try to figure out what it is, what it’s for, and how to properly configure such integration.

This guide was prepared by ROMI center, which offers simple analytics automation for business. Any owner of an Internet resource can evaluate the effectiveness of advertising costs.

You can read more about installing Google Analytics via Google Tag Manager here .

Analytics

To begin with, it is important to understand why website analytics is needed. It allows you to improve commercial efficiency by choosing the right marketing strategies and wisely allocating your advertising budget. It becomes clear which advertising campaigns are effective and which are already outdated. Analytics also allows you to track user behavior, evaluate ease of navigation, the need for additional content, etc.

3 ways to set up

Manually

This is the most difficult option. The code of analytics systems is installed on the site; it is advisable to use at least two - Google Analytics and Yandex.Metrics. Next, integration of the site and the advertising systems used is required. This is necessary for the analytics system to read visit data and show each visitor advertising that is relevant to his expectations. If sales are made through phone calls, then you also need to integrate with a call tracking system.

Google Tag Manager

This method only requires registration in the system and a one-time installation of a container with tags on the site. It allows anyone to change settings, even those who do not know programming techniques.

End-to-end analytics

Setting up the system takes 20 minutes. Then all that remains is to check the reports and draw conclusions about the future strategy based on them. Such analytics allows you to examine in detail the sales processes and promotion efficiency. The system has advanced integration capabilities.

More about Tag Manager

This container plays a major role in collecting and studying data. It is important to be able to connect them with other systems. One of the most popular is Google Analytics.

How does a container work? There are many tags inside it that are activated by certain events - triggers. They have preset conditions for triggering.

Now let’s figure out how to integrate both systems. Since they are products of the same company, the process will be simple and easy. First you need to create a tag in your Tag Manager account and give it a name. Next, set up triggers that will activate the tag.

“All Pages” is used so that analytics works on all pages of the resource. In the configuration settings, you can first see the connection with the old and new versions. And then choose the one you need.

Having selected the platform, enter the identifier. It is located in the account in the “Administrator” section in the resource settings. The numbers need to be transferred to the appropriate field in Tag Manager. And the tag is ready! Next, you will need to save it so that it appears in your account. It is important not to forget to update the server so that the changes appear on the site. To check the correct operation, you need to open the preview tab. Integration is ready!