What does the Google Tag Manager measure?
With Google’s Tag Manager, various tracking codes can be integrated into the website. This includes tags used for Google Analytics or Google Ads.
The Tag Manager can record various user behaviors. This includes aspects such as scroll depth, time spent, mouse movement, which elements are clicked, or whether forms are filled out. Additionally, custom tags for conversion tracking and other purposes can also be created.
Google Tag Manager and the GDPR
Even though it initially sounds like Google Tag Manager can access some personal information, it is stated that it complies with the German General Data Protection Regulation (GDPR). This is mainly because the Tag Manager is merely a support tool for implementing certain tracking measures. These, in turn, must be GDPR-compliant. This is the case, for example, with Google Analytics 4 or Matomo.
Setting up Google Tag Manager
The Tag Manager is primarily a management system that is worthwhile in conjunction with analytical tools such as Google Analytics, Google Ads, or Matomo. The free tool is very easy to set up. To do this, an account must be created that is linked to the website that will receive the tags. After that, the Tag Manager can already be downloaded. For this, you need to integrate the provided code as far up as possible in your website.
Subsequently, you can choose the aspects to be analyzed within the Tag Manager itself. The connection with other tools such as Analytics can also be made in Google Tag Manager. The Tag Manager offers various options to collect detailed data for specific campaigns or pages.
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