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Webinar recording – Google Tag Manager for absolute beginners

Please note: This webinar references a version of Google Analytics which will stop working on 1 July 2023. It is recommended to switch to a new website analytics platform such as Google Analytics 4 as soon as possible. Find out more with the following resources:

About the webinar

What is Google Tag Manager? How is it different from Google Universal Analytics? Why should I use Google Tag Manager? Join James Akers, our Data Analytics and Insight Tech Champion, for this 70 minute webinar to learn the basics of Google Tag Manager.

As the third in a series in web analytics and we recommend watching the first two webinar recordings to help build understanding of the subject:

You will learn

  • Get an overview of Google Tag Manager and how it works
  • The steps of setting up an account
  • The benefits of using Google Tag Manager
  • Common tags and tracking useful for Arts and Culture organisations
  • The next steps to implement and get the most out of the platform

Resources and links

Download the presentation used in the webinar

Google Tag Manager recipe

If you have created a Google Tag Manager account you can import the recipe covered in the webinar: Download the Google Tag Manager recipe

The recipe includes the following Tags:

  • Google Analytics pageviews
  • File Downloads
  • Outbound Link Clicks
  • Email Clicks
  • Phone Clicks
  • YouTube Video Interaction

Once you have imported the recipe there are two Variables which need updating:

  • Domains
    • Edit the value field and add your website address without the http or www. E.g. for you would enter
    • This Variable is used by the Outbound Link clicks Tag to check whether it is your website or not
  • Google Universal Analytics ID
    • Edit the Tracking ID field and enter your Google Analytics ID (it begins with UA-). You will find this in your Google Analytics account by navigating to Admin > Property > Property settings.
    • This Variable is used by all the Tags in this recipe to know which account it should send the information to

Further reading

Google Tag Manager recipes (Bounteous)

Vimeo tracking recipe (Bounteous)

Google Tag Manager Fundamentals (Google Analytics Academy)

An introduction to Google Tag Manager (Moz)

Further Support

The Digital Culture Network is here to support you and your organisation. Our Tech Champions can provide free 1-2-1 support to all arts and cultural organisations who are in receipt of, or eligible for, Arts Council England funding. If you need help or would like to chat with us about any of the advice we have covered above, please get in touch. Sign up to our newsletter below and follow us on Twitter @ace_dcn for the latest updates.

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