Collecting and interpreting data is essential for any successful online platform, whether it is an arts organization’s web site or a gallery’s sales point. Google analytics is a tool many organizations use to track their success and manage data analytics. Yet, according to a 2015 survey by Capacity International, 90% of arts organizations indicated that they are not using Google Analytics to its full potential. There are several tools, such as Google Tag Manager, that can further increase the potential for Google Analytics to track performance metrics.

There are many resources available online to learn how to implement and use Google Tag Manager. Below is a brief description of Google Tag Manager followed by a review of the training course offered through Google Analytics Academy.

Google Tag Manager: What is it?

Google Tag Manager (GTM) is a program for managing tags on a website, which are snippets of JavaScript code that collect information on user behavior. Tags help search tools find relevant information and are critical to SEO. GTM allows one to track interactions on a website beyond page views and visits, like downloads or video plays. Although this could be tracked without the use of GTM, it would require coding and much more skill and time to manage. GTM makes tagging much easier, and can be done through creating containers. It also allows for seamless tracking when changes are made frequently to a website. Using GMT can help a website better track important information to determine if a company is meeting its goals while maintaining efficient loading of webpages for a positive user experience.

Google Analytics Academy

Google Analytics Academy is an educational tool offered through Google that helps users learn about their measurement tools. There are currently six courses offered on the website: Google Analytics for Beginners, Advanced Google Analytics, Google Analytics for Power Users, Getting Started with Google Analytics 360, Introduction to Data Studio, and Google Tag Manger Fundamentals. Courses are taught by three instructors who are part of the Google Analytics educational team.

Google Tag Manager Fundamentals

Google Tag Manager Fundamentals is divided into 4 units, each containing 3-4 sections and an assessment. The training is a combination of videos and hands-on demos. The demos are based off a fictional company, The Great Outdoors, providing a practical understanding for why and how a company can use GTM.

Unit 1, called “Starting out with Google Tag Manager,” is a set of videos that explain why tag manager is an important tracking tool, how to create an effective measurement plan, and how to develop a tag implementation strategy. Unit 2 guides the user through the process of setting up GTM by integrating it with Google Analytics and setting up a data layer. Most of this section is structured as a demo where the user is walked through the process of doing it themselves. Unit 3 is completely hand-on demos on how to collect different types of data from static values (like page views), dynamic values (like revenue), and event tracking (such as clicks of a video). This section was slightly overwhelming when going through each demo for the first time, but is a valuable tool for new users who may be setting up different metrics for data collection depending on their goals and strategies. Unit 4, the final unit, goes over how to integrate GMT with Google Ads to track conversion rates from advertisements and how it can be used as a tool for re-marketing.

According to the FAQ section on the website, the entire course is estimated to take 4-6 hours. It could likely be completed more quickly depending on the comfort level of the user and how quickly they complete each assessment. There are also numerous links to other resources for additional reading at the end of each section to support further learning.

Figure 2: The course outline and image from a video from Google Tag Manager Fundamentals training. Source: Google Analytics Academy.

If you are considering Google Academy, specifically training on GTM, consider the following:

Pros

· It is interactive with hands-on activities to guide you through the program.

· The course explains how to do the initial set up google tag manager if you are new to the program.

· The assessments at the end of each unit help you gauge your level of understanding.

· You are eligible for a certificate upon completing the training.

· It is free.

Cons

· It is a lot of material, and you may likely need to reference additional resources (many are provided, however).

· The steps in Unit 4 are different from the video in the updated Google Ads.

Figure 3: A demo activity from Google Tag Manager Fundamentals. Source: Google Analytics Academy.

Conclusion

As more sophisticated forms of tracking data emerge, it is important to stay up to date and use the resources available. As other businesses implement GTM, it becomes more necessary to use GTM in order to remain competitive and effectively evaluate the most relevant data to meet your business objectives and goals. The Google Academy, while self-serving, offers training to get users up to speed quickly. The GTM training is a useful overview on why to consider using GTM, the practical steps for implementing it, and how it can be used with other services like Google Ads. This free training is especially useful for those totally new to GTM. It serves as an introductory course to implementing GTM, with potential for better, more efficient data collection.