How to view Google Tag Manager results in Analytics

Viewing the results of your Google Tag Manager events.

“After getting my head around the set-up, I carried on to create tags and triggers which would analyse the information that I needed to know…Then it dawned on me, there was no way to track the results of my tags and triggers in Tag Manager!”

As a Marketing Manager, one of my key tasks is to analyse the incoming data to our website. This helps me to understand our target audience and place ads and campaigns to the people who are interested in our services.

Most recently I have started to use Google Tag Manager on a daily basis – you can read more about what Tag Manager is on my previous blog post. 

This blog post has really been created from the information I found from my many searches on how Tag Manager works in a way that I find easy to understand.

How did I get here?

On beginning a campaign based around one of our services, I read into the benefits of Tag Manager and I could not disagree that it would be helpful to me. After getting my head around the set-up, I carried on to create tags and triggers which would analyse the information that I needed to know…Then it dawned on me, there was no way to track the results of my tags and triggers in Tag Manager! Having included my analytics settings in the set-up of Tag Manager, naturally I assumed that Analytics would be able to track this automatically… But, I was wrong.

This naturally led me to a Google search… “How do I see the results of Tag manager in Analytics?”, upon result of which I was faced with many confusing results on how these 2 pieces of software interact with each other and it turns out that I was looking at it completely wrong. So, here I try to offer a simple explanation of how this Tag Manager/ Analytics set up comes together.

Hierarchy

After many years of web development, there is a standard way that I process software which is natural to me, It always helps to start at the top. If I can put things in order of how they work and link together then generally I am off to a good start. After a bit of reading and experimenting, I managed to get my data feeding through to Analytics, and once successfully monitoring my data, I knew it was time to blog about this, my chosen format- a diagram.

The Diagram

The diagram shows the set-up of ‘Events’ based on my Tags and Triggers which enable me to view my results in Analytics- there are a number of other Track Types available at the Event level (on the diagram) including Transaction, Social, Page View and more. Multiple container types are also available and it is recommended to have a separate container for each container type: App, Web, iOS and Android. In the instance of the diagram, our container type is Web.

I suppose its easy for me to say that this diagram is “simple” because I created it… but perhaps there are some other technical minds out there that work like mine…

There is a multitude of other information about Tag Manager and its Integration into Analytics, and undoubtedly this blog only scratches the surface. I would love to discuss my findings with others that are using the software so any comments and discussions are welcome. Once again, to end this blog I am recommending that you head on over to tag manager and get things set-up, Tag Manager and Analytics have hugely benefited the way that I work!

AWOL Team Member Heather Hodsdon

 

Heather Hodsdon- Marketing Manager
heather@awoltv.com

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