Accuracy: Collect only the data that is really needed. Too much irrelevant data quickly leads to chaos.
Data protection: Ensure that data collection is in line with data protection guidelines (e.g. GDPR). Use consent management platforms (CMPs) to take user consent into account.
Consistency: A clear naming convention for tags and variables makes later analysis much easier.
Why data is the basis
Raw data alone is not very meaningful, but it is the starting point south-africa phone number data for everything else. Precise and well-structured data collection ensures that no distortions or gaps occur in the next levels of the pyramid. With the GTM, you lay the foundation for a well-founded web analysis and clear the way for the next steps: processing data into information and gaining knowledge from it.
Admittedly, many setups fail due to incorrect, faulty or non-GDPR-compliant implementations.
Level 2: Information
Data alone is worthless if it is not put into an understandable context. The second level of the knowledge pyramid - information - is all about this: raw data is structured, categorized and interpreted in order to provide the first meaningful results. In web analysis, Google Analytics (GA) takes on this central task.
From Data to Information with Google Analytics
Google Analytics organizes the data collected from Google Tag Manager and turns it into understandable reports. This produces information such as:
Traffic sources: Where do the visitors come from? Search engines, social media or direct access?
Behavior: Which pages do users visit and how long do they stay there?
Goals: How many users achieve defined goals such as purchases, form submissions or other conversions?