Google Tag Manager
IS&T provides two WordPress plugins for user tracking on BU websites.
- BU Tracking Snippets is appropriate for tracking pixels and other lightweight implementations.
- Google Tag Manager is appropriate to leverage the power and complexity of the Google Tag Manager (GTM) platform.
These tools can be used for tracking the effectiveness of lead generation and digital ad campaigns, and they are provided in addition to Google Analytics (which is available by default in all BU WordPress websites). Tracking plugins are powerful and could be configured in a way that violates BU’s policies or introduces malicious code into BU websites. When a tracking plugin is enabled on the BU website you manage, you are responsible for ensuring its use complies with BU policies, including but not limited to the Digital Privacy Statement. If use of a plugin violates BU policy or these guidelines, IS&T may disable the plugin.
These two tools are to be used with care. You should also have a very strong understanding of how to use these tools effectively before requesting access.
If you're feeling out of your depth, our analytics specialist has experience in Google Tag Manager and can help. Contact an account executive to get started.