Setting up tracking for apps and web property via Google Tag Manager (GTM)

This article is in conjunction with the following two articles:

#1 Introduction to Google Analytics Apps and Web Property where I introduced the concept of ‘APPs and Web Property’.

#2 How to set up Apps and Web Property in Google Analytics where I discussed the four ways you can use to set up the ‘Apps and Web Property’ in your Google Analytics account.

In today’s article I will show you, how to send tracking data to your new “Apps and Web” property via GTM.

Here I am assuming that you have already set up the new ‘Apps and Web’ property in your Google Analytics account and you have already set up Google Analytics on your website via Google Tag Manager.

Follow the steps below: 

Step-1: Login to your Google Analytics account and then navigate to the admin area of your new ‘Apps and Web’ property:

Step-2: Click on the ‘Data Streams’ (a data stream is a data source for your property) link under the ‘Property’ column:

Step-3: Click on the ‘Web’ tab:

Step-4: You should now see the details of your new web data stream like: stream URL, stream name, measurement id, stream id and status:

 Note down your measurement ID.

Step-5: Login to your GTM account and then navigate to the container that is implemented on your website.

Step-6: Click on the ‘Variables’ tab:

Step-7: Scroll down and then click on the ‘New’ button next to ‘User-Defined Variables’:

Step-8: Name the new variable say ‘Measurement ID – Apps and Web Property’ and then click on the ‘variable configuration link:

Step-9: Select ‘Constant’ as the variable type:

Step-10: Enter your measurement ID in the ‘Value’ text field and then click on the ‘Save’ button:

Step-11: Click on the ‘Tags’ tab and then click on the ‘New’ button:

Step-12: Give your new tag a name say ‘Google Analytics App + Web Configuration tag’:

Step-13: Click on ‘Tag Configuration’ link:

You should now see the two new tags which Google Tag Manager has introduced to support the ‘Apps and Web’ properties:

  1. Google Analytics: App + Web Configuration
  2. Google Analytics: App + Web Event

‘Google Analytics: App + Web Configuration’ tag

The ‘Google Analytics: App + Web Configuration’ tag is also called the ‘configuration’ tag

This tag is used to initialize Google Analytics (configure the tracker, send the initial pageview, set up Google Analytics Cookies) for your App + Web property on a particular page.

It is also used to set up persistent values for all your events and send automatic and enhanced measurement events.

Note: The Configuration tag should be fired on every page where you want to collect data for an App + Web property and it should be triggered to fire as soon as possible, before any other ‘Google Analytics: App + Web Event’ tags.

 

Step-14: Click on the ‘Google Analytics: App + Web Configuration’ option:

Step-15: Select the new variable ‘Measurement ID – Apps and Web Property’ from the drop down menu:

Step-16: Keep the ‘Send a page view event when this configuration loads’ checkbox checked:

Step-17: Click on the trigger button:

Step-18: Select ‘All pages’ trigger so that the configuration tag fire on every page where you want to collect data for the App + Web property:

Step-19: Click on the ‘Save’ button.

Step-20: Click on the ‘Preview’ button:

Step-21: Navigate to your website and then look for the ‘Google Analytics App + Web Configuration tag’ under the ‘Tags fired on this page’ section in the GTM debugging console window:

This confirms that your ‘Google Analytics App + Web Configuration tag’ is firing correctly.

Step-22: Navigate back to your GTM account and then click on the ‘Leave preview mode’ link:

Step-23: Click on the ‘Submit’ button:

Step-24: Give your container version a name and then click on the ‘Publish’ button to publish your container:

 

Do you know the difference between Digital Analytics and Google Analytics?


99.99% of course creators themselves don’t know the difference between Digital analytics, Google Analytics (GA) and Google Tag Manager (GTM).

So they are teaching GA and GTM in the name of teaching Digital analytics.

They just copy each other. Monkey see, monkey do.

But Digital analytics is not about GA, GTM.

It is about analyzing and interpreting data, setting up goals, strategies and KPIs.

It’s about creating strategic roadmap for your business.


Digital Analytics is the core skill. Google Analytics is just a tool used to implement ‘Digital Analytics’.

You can also implement ‘Digital analytics’ via other tools like ‘adobe analytics’, ‘kissmetrics’ etc.

Using Google Analytics without the good understanding of ‘Digital analytics’ is like driving around in a car, in a big city without understanding the traffic rules and road signs.

You are either likely to end up somewhere other than your destination or you get involved in an accident.


You learn data analysis and interpretation from Digital analytics and not from Google Analytics.

The direction in which your analysis will move, will determine the direction in which your marketing campaigns and eventually your company will move to get the highest possible return on investment.

You get that direction from ‘Digital analytics’ and not from ‘Google Analytics’.


You learn to set up KPIs, strategies and measurement framework for your business from ‘Digital analytics’ and not from ‘Google Analytics’.

So if you are taking a course only on 'Google Analytics’, you are learning to use one of the tools of ‘Digital analytics’. You are not learning the ‘Digital analytics’ itself.

Since any person can learn to use Google Analytics in couple of weeks, you do no get any competitive advantage in the marketplace just by knowing GA.

You need to know lot more than GA in order to work in digital analytics and marketing field.


So what I have done, if you are interested, is I have put together a completely free training that will teach you exactly how I have been able to leverage digital analytics to generate floods of news sales and customers and how you can literally copy what I have done to get similar results.

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My best selling books on Digital Analytics and Conversion Optimization

Maths and Stats for Web Analytics and Conversion Optimization
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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence.

The Digital Analytics Association is a world renowned not-for-profit association which helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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