Migrating to Universal Analytics Using Google Tag Manager

Migrating to Universal Analytics Using Google Tag Manager

As more and more business owners are learning about the benefits of the new version of Google Analytics (referred to as “Universal Analytics”) as well as the utility of Tag Management Systems (made even more popular by the release of the free Google Tag Manager), Peep reached out to me to write an article about moving an inline GA implementation to Google Tag Manager. This is work we do often over at Analytics Ninja, so I feel more than happy to provide this guide for ConversionXL’s readers. There are many benefits of using a Tag Management System, though as my friend Julien Coquet puts it, “it’s not a miracle cure.” If you take a quick look at any TMS vendor’s benefits page, you’ll notice the following big points stick out (here are Google’s):

  • IT-Friendly
  • Easy Testing
  • Good for Agencies
  • Mobile Integration
  • Works with many tags
  • Rule driven business logic

In my experience, the biggest benefits of a Tag Management System is that one’s tagging becomes less IT reliant (don’t shut them out though, IT should be involved), tagging becomes more consistent and accurate, and relatively complex tagging tasks can be done via a rule driven, graphical interface. I’ll provide a few examples. …read more

: Conversion XL