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Tracking website data with Google Tag Manager

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Google Tag Manager has revolutionised the ability of marketers to track virtually anything on a website. This software serves as a powerful data collection tool — but with so much information available, how does a company decide what is worth tracking; what are the privacy implications of tracking such information; and once users have this data, how do they interpret it? Using strategic data collection techniques, marketers can build powerful analytics systems that provide rich insights into user activity, engagement and customer success.
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Keywords: DOM manipulation; Google Analytics; Google Tag Manager; click tracking; digital advertising; digital analytics; digital marketing; tagging; website analytics

Document Type: Research Article

Publication date: December 1, 2017

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  • Journal of Brand Strategy is the essential professional journal publishing in-depth, peer-reviewed articles on all aspects of brands.

    Guided by a senior Editorial Board, consisting of leading branding experts, each quarterly 100-page issue – published in print and online – provides detailed, practical articles from leading branding professionals on innovative strategies, techniques and trends, together with the latest applied research in branding and detailed analysis of how leading brands are managed around the world. It does not publish advertising and all content is peer-reviewed to ensure that it is of direct, practical relevance to those working in the field.

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