This talk was originally delivered Dr Jess Spate from Thoughtful during September 2016’s brightonSEO Conference.
Google Tag Manager gives analysts and marketers the ability to track user interactions on a whole new level, without putting requests through a development team or changing code on site.
Some variables are tracked by default and others can be enabled with a single click, but you can also use custom variables to track things that would otherwise be obscure, and push that information out to Google Analytics.
Jess has a data mining PhD, is a Google Analytics trainer for a number of universities and government agencies, and specialises in web analytics setup and custom reporting.
