Google Analytics and Tag Manager are two of the most powerful tools in the digital marketing world, serving as many professionals’ go-to picks for reporting and campaign management. What most of us don’t realise is that we are only scratching the surface of what can be done with them. Here, Dana DiTomaso talked us through how we can enhance our use of GA and TM through manipulation of the Measurement Protocol and customTask.
- Speaker’s name: Dana DiTomaso
- Job role and company: Digital Marketer at Kick Point
- Website: https://kickpoint.ca/
- Links to Twitter profile: @danaditomaso
- Link to LinkedIn profile: www.linkedin.com/in/dditomaso/
- Link to the slides: Pending
What was the talk about?
This was a talk aimed at more experienced Google Analytics and Tag Management professional, but I’ll make my best effort to describe what went down!
— Greg Gifford (@GregGifford) April 12, 2019
As a whole, the talk was largely based on customTask and how it is often overlooked. The beauty of customTask is that because it is the first protocol to run on the Measurement Protocol list, it means that you are able to use it to alter the other protocols that follow.
When it comes to adding code to CustomTask to alter its action, it needn’t be something to flinch at. There’s no shortage of suitable out-of-the-box solutions available online, and you can take advantage of them when inputting new commands.
An example that Dana used was having the ability to track people’s buying habits offline through the integration of third-party CRM applications such as Salesforce. By inputting the right code and the unique CID of a user, you can take disparate sets of data and use them to generate a tracking metric on GA.
Potential impact on the industry
In summary, there is so much that we can do with Google Analytics and Tag Manager, but we’ve only scratched the surface. Every little helps when it comes to getting one over on your competition, so if you can work these tactics into your overall strategy, you really should!
Ok so I could listen to @danaditomaso talk about anything. She’s great.
— Anna Corbett (@AnnaAppenzeller) April 12, 2019