Google Tag Manager

Every University web page should contain Google Tag Manager (GTM) in addition to any site-specific trackers.

GTM includes the Syracuse University Common Tracker (“UA-32597848-1”) which provides a holistic view of traffic as users move through different pages and sites within our web presence.


Adding GTM

Paste this code as high in the <head> of the page as possible:

<!-- Google Tag Manager -->
<script>(function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':
new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],
j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src=
'https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);
})(window,document,'script','dataLayer','GTM-5FC97GL');</script>
<!-- End Google Tag Manager -->

Additionally, paste this code immediately after the opening <body> element:

<!-- Google Tag Manager (noscript) -->
<noscript><iframe src="https://www.googletagmanager.com/ns.html?id=GTM-5FC97GL"
height="0" width="0" style="display:none;visibility:hidden"></iframe></noscript>
<!-- End Google Tag Manager (noscript) -->

How GTM Works

When a user visits your page, Google Tag Manager activates the tags it has been configured to use, such as the Syracuse University Common Tracker. This has the same effect as adding the Google Analytics tracking code directly to your page.

The GTM container (identified as “GTM-5FC97GL”) is a universal container managed by the Office of Marketing and Communications that all Syracuse University web pages can use.

If you already use a custom Google Analytics tracker, the Office of Marketing and Communications can add it using GTM and configure it to fire only on the pages you wish to track. Please contact us for more information.


Data Provided by the Syracuse Tracker

GTM allows you to see not only how visitors use your pages but how those visits relate to the Syracuse University web presence as a whole because the Common Tracker is widely deployed.

Marketing and Communications can provide you with data in a couple of ways:

  • via dynamically updating analytics dashboards using Google Data Studio , or
  • via access to a traditional Google Analytics view.

If you use a custom tracker your data from that tracker will continue to be available separately.

For more information on how you can take advantage of richer data via GTM and the Common Tracker, please contact the Office of Marketing and Communications.


Other Benefits

GTM makes it easier to apply changes to your pages and campaigns without needing to change any code:

  • updates to the embedding code for Google Analytics will be applied automatically,
  • if you run digital campaigns your custom tags can be added through GTM, and
  • fast access to improvements in the analytics framework (new tags, data layer variables, etc.).