January 9, 2024

5 Google Tag Manager features for better data collection and analysis

Google Tag Manager (GTM) is crucial for marketers and web developers. It allows easy management of tracking codes on websites. But it’s not only about basic installation; it’s about optimizing GTM to collect valuable data and enable insightful analysis. Here, we’ll cover five essential GTM features that greatly improve data collection and analysis.

1. Track Internal Link Clicks

Analyzing internal link clicks provides valuable insights into user navigation patterns, content engagement, and the effectiveness of A/B testing. By tracking these clicks, you can optimize your website’s structure, improve content relevance, and identify underperforming content that requires improvement or repurposing. This actionable data can significantly enhance the user experience, boost conversions, and elevate your overall content strategy.

2. Include Container Version, Container ID, and Debug Mode Parameters

Including the container_version, container_id, and debug_mode parameters in your GTM code provides crucial information for troubleshooting and data analysis. The container_version parameter allows you to identify which version of GTM was used to collect the data, while the debug_mode parameter enables proactive debugging and troubleshooting in GA4 DebugView. Additionally, the container_id ensures consistent attribution when using multiple containers on one resource.

3. Separate Query Parameters from Page URL

To enhance data organization and maintain clarity in reports, send the parameter separately from the page URL. When embedded within the URL, query parameters can become intertwined with the main URL, making it difficult to isolate and analyze specific query data. Separating query parameters into a structured format allows for more granular reporting and data analysis.

Do not forget to clean up the page URL from any query parameters using this custom JavaScript variable.

function() {
  var originalURL = ;
  var cleanURL = new URL(originalURL);
  return cleanURL.hostname + cleanURL.pathname;

This is how it should be:

4. Utilize Custom Event Parameter

Incorporating the custom_event parameter with the value into Google Analytics 4 data collection enhances its analytical value and simplifies troubleshooting. This parameter promotes granular event tracking, enabling users to differentiate between distinct events and enhancing the clarity of BigQuery data interpretations. Additionally, it facilitates enhanced debugging procedures by clearly identifying the source of events. Overall, utilizing the custom_event parameter contributes to comprehensive analytics, efficient troubleshooting, and transparent data documentation.

5. Leverage User ID for User Identification

Unique user tracking allows you to connect a single user’s data from multiple sessions or devices to a single ID. As a result, your reports will provide a more comprehensive overview of how each user interacts with your website or app.

With this feature, you can ensure that each user is counted accurately, even if they use multiple devices. User ID is particularly useful if your website or app allows users to log in, as you can track their interactions even when they’re not logged in.

By implementing these 5 must-have GTM features, you can enhance your data collection, analysis, and troubleshooting capabilities. This, in turn, will enable you to make data-driven decisions that improve your website’s user experience, boost conversions, and elevate your overall marketing and web development efforts.

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