Google Tag Manager for actionable metrics - Beyond basic Google Analytics

Presenters: stephenpashby

Google Analytics is a nearly ubiquitous analytics tool for websites, but if you are not selling website advertising or running an ecommerce website, it does a poor job of providing actionable metrics of website performance. You could extend Google Analytics with Events, but this generally required a developer to implement or adjust. With the advent of Google Tag Manager, non-developers can configure and update custom event tracking for Google Analytics to improve the relevance of their metrics.



  • How Google Tag Manager works
  • Common approaches to tracking website interactions using Events for Google Analytics¬†
    • Contact form submissions
    • File downloads
    • Offsite link clicks
    • Embedded video interactions
Experience Level