Webinar Recording: Level Up Your Google Analytics Data with Google Tag Manager with Tabatha Farney

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Date(s) - 01/17/2018
10:00 am CST - 11:30 am CST

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Out of the box Google Analytics provides useful data, but it misses meaningful data points that better demonstrate actual website usage. What’s missing, you ask? Practically anything having to do with a user action such as clicks, downloads, and form submissions.

If you want this extremely useful data, you must implement event tracking and other Google Analytics enhancements which involves messing with your website’s code. Enter Google Tag Manager! Google Tag Manager (GTM) greatly simplifies many advanced Google Analytics tracking features, including event tracking, to a few easy steps.

In this webinar, we’ll talk about replacing your Google Analytics’ tracking code with GTM and highlight several must have GTM tags for any website. We’ll also cover creating a GTM and Google Analytics test environment to ease the transition to GTM.


  • Overview of GTM’s abilities
  • Quick guide to configuring GTM
  • Understanding tags and triggers
  • Creating your first GTM tag
  • Testing your GTM work
  • Event tracking in GTM
  • Exploring more tagging options:
    • Importing tags
    • Creating custom tags
  • Before you transition to GTM
    • Develop a tag strategy
    • Create a GTM and Google Analytics test environment
    • Running GA and GTM at the same time

Tabatha Farney is the director of web services and emerging technologies for the Kraemer Family Library at the University of Colorado Colorado Springs. She is an avid analytics enthusiast with over ten years of experience. Tabatha coauthored the 2013 LITA Guide Web Analytics Strategies for Information Professionals and has written two Library Technology Reports on configuring Google Analytics and Google Tag Manager for library-specific websites and search tools. She has presented her analytics research at national conferences and served as an analytics consultant for various library organizations. She is a co-founder and current co-chair of LITA’s Altmetrics and Digital Analytics Interest Group.

Competency Index for the Library Field: Library Management Competencies; Technology Competencies

Skill Level: Introduction & Beyond Basic

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Registration is closed for this event.

For FY2021-22, 70% of the total costs for the PLAN Continuing Education program ($220,000) is supported by federal money, and 30% of this program ($92,991) is supported by state money. The total budget of the project is $312,991.