IMPACT OF GOOGLE ANALYTICS AND GOOGLE TAG MANAGER IN DIGITAL MARKETING, KPR Institute Engineering and Technology, Autonomous Engineering Institution, Coimbatore, India

The resource person Mr. Viknesh B. S visited our campus by 10.45 am. He was introduced by Dr. Aswathy R.H and the session started exactly by 11.00 AM.
Marketing of Products and Services through the use of digital technologies, mainly through the internet, including smartphones and other digital medium falls under the umbrella of Digital Marketing. Web Analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web Analytics is a part of Digital Marketing.
The points discussed with students are:
1. Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand.
2. Collects data from your websites and apps to create reports that provide insights into your business.
3. Provides statistics and basic analytical tools for Search Engine Optimization (SEO) and Marketing Purposes
4. Google Analytics has Standard (Free) and GA4 360 (Premium)
5. Latest Google Analytics version is 4 (GA4) which replaces Universal Analytics (UA) aka GA3
6. Structure of Google Analytics 4
7. Report generation with GA4
Google Tag Manager: It gives the ability to add and update tags for conversion tracking, site analytics, remarketing.
1. Benefits of Tag Manager
• Less Code changes
• Fast Testing and deployment of tracking codes
• All tags are controlled in one place
• Built-in tag templates (Example: Google Analytics, Google Ads)
• 3rd party tag (Example: Facebook, Twitter, LinkedIn)
• Simple event tracking
The session ended by 12 pm and there was an interaction session with students till 12.15 pm.