Google’s announcement last year of its newest installment of Google Analytics was a welcome surprise. The year 2020 will definitely be an active year for companies looking to get the edge in data collection through implementing Google Analytics App + Web.

UPDATE Download my free Google Analytics App + Web guide to quickly learn all you need to know with regards to updating from Universal Analytics to App + Web.

Not only will App + Web revolutionize digital analytics for current Google Analytics Universal Analytics users, but it will bring with it the uncanny opportunity of starting fresh. Yes, start…


Someone in the digital analytics industry once told a crowd of conference attendees that tag management experts, like myself, won’t be too happy with Google Analytics: App+Web’s Enhanced Measurements feature. Since the conference, I have been giving this comment and Enhanced Measurements’ potential some thought.

UPDATE Download my free Google Analytics App + Web guide to quickly learn all you need to know with regards to updating from Universal Analytics to App + Web.

TL;DR

Enhanced Measurements makes it easy to track more than just page views. …


From a Google Analytics and Google Tag Manager implementation perspective, I am excited about what 2020 will have in store for us. Here are some of my thoughts based on my recent attendance at MOA’s Digital Analytics Congres 2019 in Utrecht, the Netherlands.

UPDATE Download my free Google Analytics App + Web guide to quickly learn all you need to know with regards to updating from Universal Analytics to App + Web.

With many blogs available I am not one to frequent conferences often. A lot of industry news can be obtained by other means these days yet conferences are…


Yes, that is right, this month we, well at least I, will celebrate the 7th anniversary of Google Tag Manager.

💨Magic candles? No, the magic of GIFs ;)

You know, the tool that makes it easier for anyone to start collecting digital data by implementing fancy online marketing solutions on their websites or apps.

Alright, I’ll be honest with you, this blog is not just about celebrating the 7 wonderful years we have been able to use Google Tag Manager, that would make this a very short article. …


real-time notification for dataLayer errors using firebase and google tag manager
real-time notification for dataLayer errors using firebase and google tag manager

In my first Medium article I explained how you could use Google Tag Manager’s addEventCallBack API in combination with Firebase Functions and Real-Time database to monitor and receive notifications when tags fail to load.

This time, I want to share with you a new Google Tag Manager custom template that does something similar, but it checks the values in your dataLayer against conditions you can define yourself.

Implementing this dataLayer monitor will help you take your next step in improving your data quality through tag management.

The Customer ID Business Case

Let’s say your website or app loads customer IDs, when a user is (auto)logged…


In my previous article I shared an application I built to send realtime notifications to Slack using Google Tag Manager’s addEventCallback API in combination with a Custom Template. The goal, to improve data quality in combination with tag management tools.

During this process, I discovered that Slack’s Webhook functionality will be depracated. For that reason I made changes to my app to allow for POST requests to Zapier. In this article I will walk you through the process of setting this up.

The Zapier approach offers a lot more features, here are my top 5:

  1. You can choose any destination…


It was summertime and I set myself the goal to dive deeper into Firebase Functions and do something with Google Tag Manager’s new Custom Template feature.

For months I had been playing with the idea to build a monitoring tool for Google Tag Manager. I am confident such a solution will help improve data quality using tag management tools. For that reason I wanted Google Tag Manager to tell me when a tag had either failed in terms of loading and in terms of content.

Right before leaving on holiday with the family, Google Tag Manager launched their addEventCallback API…

Matthew Niederberger

I am a Tag Management Expert at Tagticians and help companies get to grips with optimizing their digital data collection activities. Father of 4, husband of 1.

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