Custom JavaScript variable in Google Tag Manager

When it comes to tracking user interactions and customizing data collection, Google Tag Manager (GTM) offers incredible flexibility through its built-in variables. However, sometimes the default options just aren’t enough for the specific insights you need. That’s where the Custom JavaScript variable comes in. With a bit of JavaScript, you can build powerful custom variables […]
Julius Fedorovicius
In Google Tag Manager Tips

Looker Studio Tutorial for Google Analytics 4

Since Google Analytics 4’s data visualization options are limited, more GA4 users are turning to Looker Studio (not to be confused with Looker) for their data visualization needs. Looker Studio is a tool for creating customized dashboards and reports, providing the flexibility to analyze data in more depth. It provides a user-friendly drag-and-drop interface for […]
Julius Fedorovicius
In Google Analytics Tips

DOM Element variable in Google Tag Manager

Updated: March 18th, 2025 In this blog, I’ve already published articles about various Google Tag Manager variables, e.g., Auto-event variable, URL variable, Undefined variable, etc. But there’s one more that did not get a lot of publicity here, the DOM Element variable. That’s because it requires some technical knowledge, and I’m not its biggest fan (due […]
Julius Fedorovicius
In Google Tag Manager Tips

Total users vs Active users vs New users in Google Analytics 4

In Google Analytics 4, understanding your user metrics is key to measuring the success of your website or app. These metrics include Total, Active, New, and Returning users. You’ve likely come across all these metrics while exploring your data in GA4, and if you’ve wondered, “What is the difference between Total users vs Active users […]
Julius Fedorovicius
In Google Analytics Tips

Enhanced Measurement in Google Analytics 4: The Guide

Updated: March 13th, 2025 When installed on a website (without any additional configurations), Universal Analytics (a.k.a. GA3) was tracking just page views. If you want to see any other interactions in your reports, you’d have to implement additional event tracking. To improve that, Google Analytics 4 offers more out-of-the-box interactions that are tracked without the […]
Julius Fedorovicius
In Google Analytics Tips

Free Form Reports in Google Analytics 4 (GA4 Explorations)

Updated: March 12th, 2025 In the Google Analytics 4 interface, you have several options for viewing data (Reports section, Explore, Advertising). This time, we’ll focus on the Explore (a.k.a. Explorations). It’s the place where you can do ad-hoc analysis and dig deeper into your data. In today’s blog post, I wanted to focus on one […]
Julius Fedorovicius
In Google Analytics Tips

What is Google Tag Manager Noscript?

Updated: March 1st, 2025 After you create a new Google Tag Manager container, the interface asks you to place two codes on your website, one in the <head> and the other right after the opening <body> tag. But have you ever wondered why there are two codes instead of one? Usually, tracking tools, like Google Analytics, […]
Julius Fedorovicius
In Google Tag Manager Tips