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Google Tag Manager Includes Analytics Integration

An increasing number of websites are now moving their tracking code strategy towards Google Tag Manager (GTM), which can make it easier to manage multiple tags and tracking options. However, it can be technically more complex to set up compared to Google Analytics, although Google has now introduced an easier way to help this process.

As website tracking options become more sophisticated, marketers may require measurement through Google Analytics tags, or the application of event tracking tags for clicks on certain buttons, links leading away from a site, form submissions, and so on. Keeping the settings for all of these tags in sync can be a challenge as users have to ensure that Tracking IDs are set correctly and that any custom settings are consistent.

Making changes to things like Custom Dimensions and Metrics across multiple tags can require repetitive work or cumbersome workarounds, and so to help users with these tasks, Google has announced new Google Analytics Settings Variables in GTM.

A Google Analytics Settings Variable acts as a central location to configure sets of Google Analytics settings for use across multiple tags. This means that instead of having to enter your Google Analytics settings over and over again in each new Universal Analytics tag in GTM, you’ll simply be able to select (or create) a Google Analytics Settings Variable to apply to the tag.

With this simpler process it will make it easier to manager tracking tags and avoid the chance of errors in the settings. Users can have as many Settings Variables as required for different combinations of settings, and it’s easy to override specific fields in a given tag with the click of a checkbox. This feature will now appear in all Universal Analytics tags as the primary option and should make the implementation of GTM easier for many users.

If you’d like more information about the Google Analytics Settings Variable in GTM, please contact us for more information.