Analytics & Tracking

Google Tag Manager (GTM)

Quick Definition

Google Tag Manager is a free tag management system that lets non-developers add and manage analytics, advertising, and other tracking tags without editing site code.

In context

GTM houses GA4, Google Ads conversions, Meta Pixel, Microsoft Clarity, and dozens of other tracking tools. Centralizing tags in GTM makes maintenance dramatically easier and supports versioning, debugging, and rollbacks.

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Related terms

Dynamic Number Insertion (DNI)

DNI is a call tracking technique where unique phone numbers are dynamically swapped into webpages based on the visitor's traffic source.

Looker Studio (formerly Data Studio)

Looker Studio is Google's free data visualization and dashboarding tool, designed to connect to GA4, Search Console, BigQuery, and other data sources.

Custom Dimension (GA4)

A custom dimension in GA4 is a user- or event-scoped property you define and send with events — extending the default dimension set with attributes specific to your business.

Scroll Tracking

Scroll tracking measures how far down a page users scroll — typically reported in 25/50/75/100% depth buckets — as a proxy for engagement and content quality.

Search Console API

The Search Console API exposes Google Search Console data programmatically — query / page / date breakdowns of impressions, clicks, position, and CTR — beyond the dashboard's UI limits.

Conversion Tracking

Conversion tracking is the system of capturing user actions that represent business value, attributing them to source, and reporting on them.

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