1. Standardizing Web Analytics February 2015 Rob Nunez

3. The Big Project Gate Count eResource Use Paper Material Use Web Analytics Instruction Sessions Computer Use Software Use Ton of Data LibAnalytics Insight Powered by SpringShare

4. Google Tag Manager Raw Website Data Standardized Data Google Analytics Web Master Tools Wild Search Queries Google Custom Search / Built-in Search Website Searches Web Analytics

5. (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-000000-1', 'auto'); ga('send', 'pageview'); Google Analytics Code

6. (function(i,s,o,g,r,a,m){i['GoogleAnalyticsObject']=r;i[r]=i[r]||function(){ (i[r].q=i[r].q||[]).push(arguments)},i[r].l=1*new Date();a=s.createElement(o), m=s.getElementsByTagName(o)[0];a.async=1;a.src=g;m.parentNode.insertBefore(a,m) })(window,document,'script','//www.google-analytics.com/analytics.js','ga'); ga('create', 'UA-000000-1', 'auto'); ga('require', 'displayfeatures'); // enable demographics ga('send', 'pageview'); ga('send', 'event', 'button', 'click', 'nav buttons', 4); // custom event tracking // Cross domain tracking var linker; var myLink = document.getElementById('myLink'); addListener(myLink, 'mousedown', decorateMe); addListener(myLink, 'keydown', decorateMe); …….. Code Customizations

7. Down Sides Constant updating of code No version control Synchronize updates 3 rd party change management

8. <iframe src="//www.googletagmanager.com/ns.html?id=GTM-000000" height="0" width="0" style="display:none;visibility:hidden"> (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start': new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0], j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src= '//www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f); })(window,document,'script','dataLayer','GTM-000000'); URL: tagmanager.google.com Tag Manager

11. Tag Options

12. Trigger Options

13. Variable

14. Custom Variable

15. Benefits UI for Customizing Analytics Programs Cross Browser Compatible Debugger Version Control Notes Management Synchronize Remote Updating

16. Thank You Questions? Robert.Nunez@Marquette.edu @robertnunez