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.