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Customizing Google Analytics and Google Tag Manager eCourse
Tabatha Farney
Item Number: 1541-9242
Publisher: ALA Publishing eLearning Solutions
Price: $185.00
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This eCourse is now closed. We plan on offering the eCourse again soon. If you’d like to an email alert when we schedule the next session, please complete this form.

Asynchronous eCourse beginning August 7, 2017 and continuing for 4 weeks
An ALA Publishing eLearning Solutions eCourse facilitated by Tabatha Farney

Please note: Your purchase at the ALA Store is only Step 1 of a 2-Step Registration process!

Upon purchase you will receive a registration PDF in the form of a digital download. This PDF contains a link to our Registration page and a password. You must download this PDF and follow the instructions in order to complete the registration. The download link can be found on the final confirmation screen after you complete your purchase, and may also be accessed from your Account History. Confirmation with login instructions, reminders, and alerts will go to the email address used in the registration.

This eCourse is licensed for a single user. For pricing on bulk purchases in excess of $1,000, please contact us for more information.

Estimated Hours of Learning: 24
Certificate of Completion available upon request

Learning outcomes

After participating in this eCourse, you will:

  1. Understand how Google Analytics tracks and reports data.
  2. Create useful Google Tag Manager tags to improve Google Analytics’ data collection.
  3. Customize Google Analytics and Google Tag Manager to track a library related website.
  4. Share and present Google Analytics data in meaningful reports.

Many libraries use Google Analytics to track website usage but are often unaware of just how much they can accomplish with this tool. In this four-week eCourse, learn how to revolutionize Google Analytics’ ability to collect useful data and create reports for your library. By taking the time to strategically implement Google Analytics, you can enhance your data collection process. Better data helps you make more informed decisions for your library. In the age of data-driven decision making, this eCourse will show you how to maximize Google Analytics and Google Tag Manager to collect and report use data for a variety of library-specific online tools, including websites, link resolvers, online catalogs, discovery services, online guides, digital repositories, and social media. Farney breaks down this process into manageable steps and provides you with best practices for sharing data, so you can apply these concepts to your library and turn data into decisions.

eCourse Outline

  • Week 1: Understanding Google Analytics' Data and Reports
  • Week 2: Enhancing Google Analytics' Data Collection
  • Week 3: Customizing Google Analytics and Google Tag Manager for a specific website
  • Week 4: Analyzing and Reporting Google Analytics' Data

How this eCourse Works

The eCourse begins on August 7, 2017. Your participation will require approximately six hours a week, at times that fit your schedule. All activities take place on the website, and you will be expected to:

  • Read, listen to or view online content
  • Post to online discussion boards
  • Complete weekly assignments or activities

Assignments are designed so you can customize Google Analytics and Google Tag Manager for a library related website. If you do not have access to a library related website, a sandbox site will be set up for you to practice Google Tag Manager tag creation and a Google Analytics account based on different types of library websites, so you can simulate analyzing and reporting real data.

Instructor Tabatha Farney will monitor discussion boards regularly during the 4-week period, lead group discussions, and will also answer individual questions. All interaction will take place on the eCourse site, which will be available 24 hours a day, 7 days a week. It's recommended that students log into the site on the first day of class or within a few days for an overview of the content and to begin the first lesson.

User Requirements

Participants will need regular access to a computer with an internet connection for online message boards participation, viewing online video, listening to streaming audio (mp3 files), and downloading and viewing PDFs and PowerPoint files. ALA Publishing eLearning Solutions eCourses are fully compatible with Windows and MacOs.

At Your Service

Accommodations are offered based on user needs. For transcription or other accessibility requests, please contact us at

About the Instructor

Tabatha Farney is the director of web services and emerging technologies for the Kraemer Family Library at the University of Colorado Colorado Springs. She is an avid analytics enthusiast with over ten years of experience. Tabatha coauthored the 2013 LITA Guide Web Analytics Strategies for Information Professionals and has written two Library Technology Reports on configuring Google Analytics and Google Tag Manager for library-specific websites and search tools. She has presented her analytics research at national conferences and served as an analytics consultant for various library organizations. She is a co-founder and current co-chair of LITA’s Altmetrics and Digital Analytics Interest Group.


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