Last updated: 3 April 2019 - Read time: 2:11 min

Spotlight on Google & insight

Google offers an indispensable toolkit for creating the powerful presence your website deserves. Although there are very few cultural institutions that need convincing, it has proven to be tougher in practice.

And not surprisingly so. Whereas marketing agendas often include Google Analytics, the intricately woven Google network for checking the health of your online efforts has become a lot more challenging. Tools such as the Google Tag Manager, Google Data Layer and E-commerce tracking are designed to further refine your insights. So: use them well and spend time on your configuration.

How does it work again?

Outlines of the main Google tools

Google Tag Manager Google Tag Manager is the ultimate tool for placing short lines of code or pixels on your website without the need for your web builder. It is efficient and keeps the website running fast. The Tag Manager is ideal if you work together with online marketing agencies that regard a well-configured Tag Manager as essential. Google Data Layer The Google Data Layer is a powerful interface layer that ensures you provide the insights derived from your website with even more information. Cultural institutions often use the Data Layer to not only extract information from the website on the turnover per transaction, but also to attach more relevance to this information. Such as: How many items (read: tickets) are included in the transaction? For which show? What was the ticket price and what were the additional administration fees, etc. E-commerce-tracking Google E-commerce tracking allows you to link the data insights to the turnover data. As such, you can calculate the value of certain product categories, the value of the various source channels (e-mail, Adwords, etc.). This means it is valuable to track the entire customer journey, from e-mail to website visit to transaction, in order to gain the best insight into which channels pay off and which do not, or less so. I still don’t get it, can you make it clearer?

Do it yourself: get started

Getting started and keeping up with the Google toolkit

In order to get on board, please take note of the following focus points:

  • Do it! The Google Tag Manager, Data-layer and E-commerce tracking are indispensable tools for your organisation’s success
  • Be inspired and informed: There are many good courses available. Peppered also provides specific Google training where we take an in-depth look at the sector’s specific characteristics.
  • Keep it clear: A jumble of systems makes it difficult for you and Google to keep creating lines and links. Assess which systems can be merged to maintain an overview, increase the findability of your site and improve your insights.

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