Google Tag Manager

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What is Google Tag Manager (GTM) and why do I need to have it?

Google Tag Manager (GTM) is a free tracking tool/platform that allows users to add and create marketing tags to track and enable data collection for specific website events. 

Utilizing GTM helps to avoid using code on your website, which significantly slows down website performance. 

As you may know, your GTM container (GTM-XXXXXX) is where your website events are tracked and represented in the UA interface. Consequently, GTM allows you to set up and manage events in GA4. 

 

Google Tag Manager (GTM) Access

There is only one level of access to the GTM container: 

Editor 

The user has the right to make edits in the workspace but not create new versions or publish them. 

  • After all changes/configurations in the workspace are made by DU campus partners, the Marketing Analytics Specialist would double-check everything and publish the latest workspace version. 
  • Will all my previous GTM tags automatically migrate to GA4?

    No. Previously set-up GTM tags are configured to send specific tracking data to the current UA (e.g., CTA button clicks, Submit the Forms, etc.), and they will not migrate to GA4 automatically. DU campus partners need to review and decide which GTM tags will be recreated in GA4 between June 1 and July 1, 2023. 

  • What if my website is on Drupal, but I don’t have a GTM container?

    In this case, MarComm will create a GTM container for your website to connect to the GA4 property and grant you access to the GTM container for any configurations you may need to set up in the future. 

  • What do I need to do?

    Any active website events are currently connected to UA through Google Tag Manager (GTM). If you wish to use these tags for tracking in GA4, they need to be migrated/recreated for GA4 by July 1, 2023. 

    This video tutorial provides a useful demonstration of how to recreate your existing UA tags in GA4 to continue tracking your events (see the video tutorial between 8:10-̶10:14 mins). 

  • Additional Info

    DU GA4 property’s measurement ID: G-CMGRJVENZ2 was used for creating a “DU GA4 Configure Tag” that can be reused for the recreation of your web events inside GTM (see below). 

    GA4 Configuration Tag. 

    There is an additional video overview of how to set up event parameters that can be reused for multiple events while migrating tags for GA4 property based on your use case (see the video overview between 15:25-9:32 mins).