Librarians working at various points in the e-resource lifecycle are used to gathering information about how people use the library and its resources from usage statistics, system reports and user studies. Google Analytics can be a useful complement to these data sources, except that its ability to answer questions about user behavior is limited.
Enter Google Tag Manager (GTM), an alternative and flexible way to gather data into Google Analytics. At the University of Redlands, we've used GTM to fine-tune our collection of web analytics, improving our understanding of user behavior. We’re now better equipped to disentangle the paths users take to access e-resources and to answer questions like “What do users do after getting zero results?”
In this session, we'll explain what makes GTM distinctive, share what we're learning from our implementation, and explore GTM’s advantages, limitations and possible uses. If you’re able to insert raw HTML into a system’s header and have some familiarity with HTML and CSS, we think you’ll find this useful.
Paige Mann, Web Experiences Librarian, University of Redlands:
Sanjeet Mann, Arts and Electronic Resources Librarian, University of Redlands