Using Google Tag Manager to Implement Universal Analytics

Photo by Rupert Ganzer

If you’re a reseller, you’re probably overwhelmed by the amount of web host management work that you do in a typical day. Creating new accounts, managing domain names and upgrade requests and, of course, the unplanned crises that are part and parcel of reselling, make upgrades and new services seem like headaches rather than new opportunities.

Although Google Universal Analytics has the potential to transform your business, setting it up as a pain, particularly given that you’ll have to keep your old Google Analytics code installed until UA supports features you might use everyday, like AdSense and DoubleClick. If you’re managing analytics for multiple web sites, you face even more demands on your time.

Last year, Google introduced its Tag Manager, which makes managing container tags, like Google’s, much easier. If you’re considering offering analytic services to your reseller clients, Google Tag Manager (GTM) allows you the flexibility and control you need to deliver these services effectively and efficiently. While there are a number of tag managers out there, including the market leader Ensighten, Google’s solution is free, and integrates seamlessly with its analytics tools. Here are some of the advantages of using Google Tag Manager.

Open to All

If you’ve been using analytics for a while, you probably have a number of different tags set up on your sites. GTM allows you to keep your old tags, even if they’re not from Google.

Easy to Debug

If you’re installing new tags, or modifying old ones, you can use GTM to easily debug and test how well your tags are working. This feature will be particularly useful for Google Universal Analytics, given that it’s still in public beta and a relatively new—and powerful—addition to the analytics world.

Multi-Account Support

If you’re thinking of offering analytics services to your hosting customers, GTM’s multi-account support is a game changer. From a single Google account you can manage analytics on any number of web sites, so you can provide your users with detailed reports with just a few clicks.

Support for Custom Rules and Macros

While some tags are one-size-fits-all, others need to work at specific times and places. For example, if you want to know a lot about what people do when they get to your shopping cart, but don’t really care about their interactions with your about page, you can set a rule that will activate certain trackers when you need them.

Google Tag Manager makes it much easier to implement Google Universal Analytics, both for you and your clients. If you’re thinking of offering analytics support for your customers, GTM, or a similar product, is a necessary addition.

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