ALA Editions Google Analytics and Google Tag Manager (Library Technology Reports)

Libraries are actively using Google Analytics to monitor the usage of their various websites and online tools. In this Library Technology Report, Farney recommends several Google Analytics features that all libraries should be using, including Google Tag Manager. Farney also tackles the challenge of enhancing Google Analytics’ tracking ability for a variety of library specific online tools including link resolvers, online catalogs/discovery services, Springshare’s LibGuides, digital repositories, and social media websites. Farney focuses on: best practices to optimize your Google Analytics for improved data collection; practical, hand-on tips and explanations on how to use Google Analytics and Google Tag Manager to track usage in journal searches and link resolvers features within Google Analytics that will help you gather statistics that show how users access and navigate a digital repository website; how to add Google Analytics to your library catalog or discovery service to enhance your system’s built-in usage reporting; options for installing google Analytics on LibGuides and how it affects data assessment at the individual guide level; and the benefits of using campaign URLs to measure the success of your social media marketing .