Ultimate Direction: Using Analytics to Optimize Customer Engagement and Conversions

Ultimate Direction is a company that uses state-of-the-art materials and designs to deliver the lightest hydration packs and water belts for running and endurance sports. Founded in 1985, Ultimate Direction created and popularized the "vest" concept for carrying water, and introduced the very first women's-specific line of hydration packs. While packs can be purchased by resellers like REI and Amazon, Ultimate Direction’s primary resource for ecommerce, brand ambassador profiles, and product articles live at ultimatedirection.com (Ultimate Direction, 2018).


Fig. 1: Ultimate Direction Home Page (Ultimate Direction, 2018)

Web Analytics

The digital marketers at Ultimate Direction leverage Google Analytics (SEO SiteCheckup, 2018) for tracking web visitor engagement and ecommerce at ultmatedirection.com (Fig. 1). With this tool, Ultimate Direction can track and monitor how visitors engage with the site, what they view and what they click on, which products garner the greatest interest and by whom, and various stages of the funnel to purchase completion.

Standard metrics that Ultimate Direction will likely track in Google Analytics include transactions, revenue, conversion rate, and product revenue. Going beyond the basics, Google Analytics can help Ultimate Direction to set goals against events such as email signups or product purchases, develop and track users through pre-determined funnels, and see the most popular pages and products to identify opportunities for optimization. Diving into Ultimate Direction’s website code revealed the presence of several tracking codes and pixels that help the brand in tracking website visitors from other channels and aiding in attributing conversions to multichannel media strategies off-site, which in turn inform marketers with what customers want most, the customer journey to conversion, and factors that contribute to increased KPIs.

Customer Relationships + Inventory Management: InStockNotify

Ultimate Direction prioritizes customer relationships and ensuring the highest-demand products get to those with perceived interest in a timely and person manner. This is achieved through a website plugin called InStockNotify (Fig. 2): an app that automatically notifies Ultimate Direction customers when a product is back in stock, eliminating one of the most time-consuming and manual customer service functions. Using data on customer interactions on the website and interest in products which may be out of stock, InStockNotify takes supply and demand to the next level by essentially retargeting primed customers with automatic emails when their favored product is back in stock (InStockNotify, 2018). Integrated through Google Tag Manager and feeding data into Google Analytics, this tool leverages key customer data and helps to achieve higher conversion rates for return visitors. The software also helps marketers to identify top products, to help make decisions on external marketing investment and identify opportunities in the supply chain (Fig. 3).


Fig. 2: InStockNotify Script on UltimateDirection.com (Ultimate Direction, 2018)


Fig 3: InStockNotify Dashboard (InStockNotify, 2018)

Ultimate Direction has an opportunity to use this data in retargeting messages beyond emails and into a multichannel strategy. These customers can be retargeted on Facebook or an ad network like DoubleClick to serve ads about the products they are interested in when back in stock, if follow-up from the automatic InStockNotify emails go unanswered. This can help drive traffic back to the site to encourage primed customers to complete a transaction. Using customer data to create funnels in Google Analytics, marketers can track the specific journey of these engaged customers that have specific product needs and have indicated a desire for engagement with the company.

Facebook Attribution Pixel

Ultimate Direction also incorporates a Facebook attribution pixel to retarget website visitors with relevant ads on Facebook’s platform in order to increase conversions back on their website. The pixel fires to track site visitors, returning data that allows marketers to retarget those users with Facebook ads in the future, as well as see what they’re doing on the site once they return (Campbell, 2018). This allows Ultimate Direction to gain more insights about an active, primary audience audience, send targeted messaging to those familiar with the brand, and track the effectiveness of paid social advertising efforts. While the Facebook pixel provides ultimatedirection.com website data back in the Facebook ad platform, the pixel also ensures that specific Facebook ads can be pulled through in tracking to Google Analytics, so marketers can determine the most effective ads on the platform, and how to optimize low-performing ads based on conversion rates.

Moving beyond Facebook, Ultimate Direction has an opportunity to engage in other relevant social platforms like Instagram and Strava to perform similar retargeting activities. Instagram leverages the same audience data and pixel as Facebook, making that platform an ideal extension of the current strategy. The one drawback is that The Facebook-centric nature of current Instagram ad reporting tools means that companies are often faced with potential attribution error: it can be difficult to determine if conversions came from Instagram or Facebook posts (Davis, 2017). The Facebook Ads Manager platform has helped to solve for this with more discrete breakdowns of data to help marketers understand the impact of each platform, separately.

Funnel Analytics: Email

One of the most interesting series of metrics for Ultimate Direction to track are funnels. All marketing activities can and should be seen in terms of funnels: the idea of funnel analytics is that your target audience will go through a step-by-step flow or funnel until they make a purchase on your site (Patel, 2018). Ultimate Direction has the potential to track several funnels with Google Analytics, judging from some of the visible plugins and pixels found in the body of the site’s code. Also called UTMs, tracking codes such as that applied by email campaign programs, social, and SEM track the campaign, source, and medium of the referral to a website. A UTM code is a simple code that you can attach to a custom URL in order to track a source, medium, and campaign name, which enables Google Analytics to tell you where searchers came from as well as what campaign directed them to you (Launch Digital Marketing, 2017).


Fig. 4: MailChimp and Bing Tracking Codes on ultimatedirection.com 

The first possible funnel can be related to email subscribers. Ultimate Direction uses MailChimp to manage subscribers and send product-related emails periodically. The above MailChimp tracking code is a snippet of JavaScript which enables marketers to capture impression tracking from emails to the website (Fig. 4). A funnel for an email subscriber’s journey may look like this:

1. A subscriber receives an email (Fig. 5)
2. A subscriber clicks on a CTA within the email
3. A subscriber arrives on the landing page advertising a specific product and clicks “add to cart”
4. A subscriber clicks on checkout
5. A subscriber enters personal information and finalizes the purchase

At each step of the process, a percentage of subscribers will undoubtedly drop out of the funnel. Using the MailChimp pixel to track the number of unique visitors to a landing page and throughout to their farthest step of the funnel will help marketers decipher choke points in the purchase process, barriers to entry, and opportunities to optimize messaging, user interface, or follow-up tools like shopping cart reminder emails.


Fig. 5: Ultimate Direction Email Campaign with CTA to ultimatedirection.com

Funnel Analytics: Search + Retargeting

The second funnel opportunity found in the code is for Bing (see Fig. 4). Though this pixel has since been commented out (therefore, the code is no longer active or reporting into Google Analytics), it does suggest that Ultimate Direction did leverage this in their multichannel marketing campaign. This pixel can be managed with Google Tag Manager (GTM), a free tool that helps to manage and deploy marketing tags on a website without having to modify the code (Fig. 6). Bing’s Universal Event Tracking (UET) is a powerful tool that records what customers do on a website; by creating one UET tag and placing it across your website, Bing Ads will collect data that allows you to track conversion goals and target audiences with remarketing lists (Bing Ads, 2018). A funnel for users coming from Bing may be similar to the MailChimp example above, but with the added dimension of retargeting to allow for paid search to target previous visitors to the site with relevant ads. Using the funnel and tracking the points where potential customers drop-off in Google Analytics, marketers at Ultimate Direction can determine which ad campaigns, ad groups, and ads are the most effective in driving conversions.


Fig. 6: Bing Universal Event Tracking Pixel in Google Tag Manager (Winn, 2018)

SEO Optimization

At first glance, ultimatedirection.com appears to have developed a keyword-rich site with relevant keywords on their home page, including Hydration Packs, Hydration Belts, and Water Bottles, Ultimate Direction Packs, Handheld waterbottles, h20 packs, hydration backpacks, ultra running tools. The head title exceeds the recommended 65 characters, and could be optimized to prevent truncation in Google search results. Keyword Tool revealed other top Google search terms (Fig. 7), which Ultimate Direction should consider using within interior pages of the site where relevant, such as “hydration packs for biking” and “hydration packs for running” (Keyword Tool, 2018).


Fig. 7: Popular Google Searches related to “Hydration Packs (Keyword Tool, 2018)

An opportunity for SEO optimization on ultimatedirection.com lies with alt tags. The META SEO Inspector plugin for Chrome revealed that on the home page alone, 18 images are missing alt tags. Alt tags can contain keywords to help improve overall SEO and user experience. The benefit of an alt tag is that the text displays while your website images are loading, giving users information about the content included on the page; the secondary benefit is that Google takes these keyword phrases into account when evaluating a website (Fleischner, 2017).

The website includes both an XML sitemap and robots.txt file - both are beneficial to the website’s overall SEO strategy. Sitemaps, specifically, make it easy for visitors to find content on a sites, and also enable search engines to spinder the site much quicker (Fleischner, 2017). An opportunity for Ultimate Direction is to consider developing a more descriptive sitemap that uses descriptive keywords to describe product categories. Fleischner advises marketers to include short paragraphs of descriptive text for each link, which should also contain keywords. The robots.txt file signals the Google search bot spider to crawl the site and index it. Adding the robots tag and uploading a sitemap to to Google webmaster tools is the best way to help Google find all of the content on the website (Fleischner, 2017).

Finally, using a keyword density analyzer, an opportunity for ultimatedirection.com is to add more keywords into the content of their pages (Fig. 8). Critical content keywords like “hydration” and “packs” can be leveraged more effectively in title tags to increase keyword density. Most web analysts will recommend a keyword density of 2-3% (Fleischner, 2017), whereby the results below fall short at only 1.34%.


Fig. 8: Keyword Density in Title Tags 



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References

BigCommerce, I. (2018). InStockNotify. Retrieved November 20, 2018, from https://www.instocknotify.com/app.html
Bing Ads. (2018). Universal Event Tracking: Track conversions. Retrieved November 19, 2018, from https://advertise.bingads.microsoft.com/en-us/solutions/audience-targeting/universal-event-tracking#
Campbell, C. (2018, January 28). Facebook Ads: The Beginner's Guide to the Facebook Pixel. Retrieved November 20, 2018, from https://www.shopify.com/blog/72787269-relax-advertising-on-facebook-just-got-a-lot-easier
Davis, S. (2017, April 26). Instagram, Attributions and Ecommerce: The Savvy Social Marketer's Guide. Retrieved November 20, 2018, from https://glew.io/instagram-attributions-ecommerce-savvy-social-marketers-guide/
Fleischner, M. H. (2017). SEO made simple: Insider secrets for driving more traffic to your website. United States: Createspace Independent Publishing Platform.
Keyword Tool. (2018). Keyword Planner Alternative #1 (FREE) - For SEO & Google Ads PPC. Retrieved November 20, 2018, from https://keywordtool.io/search/keywords/google/14612633?category=web&keyword=hydration%2Bpacks&country=GLB&language=en#suggestions
Launch Digital Marketing. (2017, May 10). What Are UTM Codes and How Do You Use Them? Retrieved November 19, 2018, from https://www.launchdigitalmarketing.com/what-are-utm-codes/
MailChimp. (2018). Use Track with Mailchimp on a Landing Page. Retrieved November 19, 2018, from https://mailchimp.com/help/use-track-mailchimp/
Patel, N. (2018, July 10). An Introduction to Analytics for Ecommerce Websites. Retrieved November 19, 2018, from https://neilpatel.com/blog/intro-to-ecommerce-analytics/
SEO SiteCheckup. (2018). Search Engine Optimization Made Easy. Retrieved November 19, 2018, from http://seositecheckup.com/
Ultimate Direction. (2018). Ultimate Direction | Athlete-Inspired Hydration Packs & Water Belts. Retrieved November 19, 2018, from https://ultimatedirection.com/
Winn, H. (2018, March 30). Bing Ads Conversion Tracking: Identify Suspects Of Lost Conversions. Retrieved November 19, 2018, from https://klientboost.com/ppc/bing-ads-conversion-tracking/

Is StatCounter More Optimized or More Risky?

Web analytics is a competitive industry with dozens of powerful products in the marketplace designed to track visitors, events, and conversions on websites large and small. While Adobe and Google clearly take the lead in high-functioning analytics software with Adobe Analytics and Google Analytics, respectfully, several alternative analytics tools have come into the spotlight. Mouseflow, Crazy Egg, Clicky, Woopra, and Chartbeat have all garnered the attention of industry leaders as strong competitors to Adobe and Google, many just as powerful for a fraction of the price.

One of these rising stars is StatCounter - a tool developed in 1999 by Dublin, Ireland-based developer Aodhán Cullen (when he was only 16 years old!), originally as a web counter solution during the Dot Com Era. Nearly two decades later the platform has grown to providing data and analytics reporting for more than 3 million websites around the world. Though the 1999 platform was limited to helping small-business clients gauge ROI, StatCounter helps e-commerce retailers understand their visitors and optimize website performance through robust, yet simplified, data (Dull, 2018). Their hallmark is providing users with an uncomplicated view of the most relevant and actionable data.

Different Than Your Usual Analytics Powerhouse

StatCounter simplifies the data visualization of site traffic without requiring expert experience in analytics. The data gathered is broken down into an easy-to-read interface detailing who is visiting your site, where they are coming from, and how much time they are spending on a page among many metrics. The reason StatCounter is so effective is that it was created to make complex website data simple for anyone to understand — meaning it can also be acted upon quickly; the uncomplicated interface puts data in context by supplying information about why the statistics are significant, allowing members to look at each dataset individually (Dull, 2018).

Simplicity… at What Cost?

StatCounter’s features empower businesses to track the most crucial metrics on a websites, while also linking visitors to paid ad campaigns. The platform tracks key metrics’ performance over time by comparing pageviews, sessions, visitors and new visitors for any date range (StatCounter, Features 2018). The user interface offers marketers a quick and easy-to-read overview of positive and negative trends, so we can spend more time on finding solutions than diving through endless reports. The easy-to-read dashboard (Fig. 1, below) provides a quick snapshot of site traffic---and goes on to filter “not viewed traffic,” which is traffic generated by robots, worms, or replies with special HTTP status codes. This is crucial to ensure the data being reviewed and acted upon is the most relevant for assessing marketing campaign needs.


Fig. 1: Simple UX Dashboard of StatCounter (InfographicDesignTeam, 2018)

To compare, Google Analytics goes deeper into data---and potentially provides more accurate metrics in the process. Google Analytics dashboards and reports appear different from StatCounter because they actually use different metrics. Google Analytics stats are closer to unique visits because they measure “sessions;” other stats programs tend to measure raw hits or clicks--- a GA “session” is generated from multiple pageviews from a single person (MonsterInsights, 2018). Total sessions will appear smaller when compared to pageviews and clicks; if a user clicks three times that is still logged as one session with Google Analytics. StatCounter will track this as three clicks which is like counting three unique users instead of one.

Tracking Paid Traffic ROI

StatCounter also tracks paid traffic and helps to detect click fraud. Paid ad traffic can be reviewed holistically in the platform, and can help marketers see where click fraud may be eating up paid media budgets via the Paid Traffic report feature (Fig. 2). Visitors via paid media are grouped by IP address, with the most traffic from a single address at the top of the list. A helpful feature of this report is the Page Clicks and Page Views. In a situation where these metrics are equal from the same IP address (such as the first row in Fig. 2), we learn that each time a visitor clicked an advertisement for a site, they arrived at your site but then did not explore any additional pages (SiteCounter, 2013). This could be indicative of irrelevant content on the landing page, poor UX, or a missing connection between the paid ad content and that on the website. From here, users will bounce and fail to explore additional pages of the website.


Fig. 2: Paid Media Traffic Report (StatCounter, 2013)

In contrast, Google Analytics goes a bit deeper in reporting on paid traffic. While StatCounter focuses on the visitor’s experience on the site, Google Analytics provides detailed breakdowns of the ads that drove users to the site, including ad campaign, content, type of referral, referral path, keyword, and social source referral (Google,  Campaigns and traffic sources 2018).

Trouble in Paradise: The Statcounter Security Breach

Less than one week prior to writing this review, StatCounter experienced a serious security breach on its platform. Hackers reportedly inserted malicious code inside the company's main site-tracking script. According to Matthieu Faou, the ESET malware researcher who discovered the hack, this malicious code hijacks any Bitcoin transactions made through the web interface of the Gate.io cryptocurrency exchange (Cimpanu, 2018). The snippet of JavaScript affected is part of the central StatCounter code, which is installed on each website using StatCounter as their metrics tool. There are over 688,000 websites that currently appear to load the company's tracking script; however, the malicious code inserted into StatCounter's site-tracking script only targets the users of one site --cryptocurrency exchange Gate.io (Cimpanu, 2018).  Gate.io immediately removed the code from their site and no longer works with SiteCounter for website analytics, according to their press release (gate.io, 2018). In their statement Gate.io says that it encourages users to harden their accounts with two-factor authentication. At the same time, it is uncertain that two-factor authentication would have prevented this attack to their platform.

Cryptocurrency hacks are becoming more common as Bitcoin and Ethereum pick up value. While the hack to StatCounter truly only affected one website, the hack itself raises concerns about the nature of external JavaScript since it can be modified easily. For companies like StatCounter that are installed into a website with a snippet of JavaScript, this raises a very big red flag. The fact that this code is so easily modified presents a larger question as to whether this is the best website monitoring and tagging protocol, particularly in an age when privacy and securing personally identifiable information is central to digital policymaking around the world. If this continues to become a problem and new technology not reliant upon the JavaScript snippet is developed, companies like StatCounter will ultimately go out of business.

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References
Cimpanu, C. (2018, November 08). Hackers breach StatCounter to hijack Bitcoin transactions on Gate.io exchange. Retrieved November 11, 2018, from https://www.zdnet.com/article/hackers-breach-statcounter-to-hijack-bitcoin-transactions-on-gate-io-exchange/
Dull, A. (2018, October 11). StatCounter Delivers Actionable Insights By Making Website Analytics Easy and the User Experience Intuitive. Retrieved November 11, 2018, from https://www.cardrates.com/news/statcounter-makes-website-analytics-easy/
Gate.io. (2018, November 07). Gate.io will stop using statcounter for traffic stats [Press release]. Retrieved November 11, 2018, from https://www.gate.io/article/16665
Google. (2018). Campaigns and traffic sources - Analytics Help. Retrieved November 11, 2018, from https://support.google.com/analytics/answer/6205762?hl=en
InfographicDesignTeam. (2018, May 19). 7 Google Analytics Alternatives to Track Site Traffic. Retrieved November 11, 2018, from https://www.infographicdesignteam.com/blog/7-google-analytics-alternatives-to-track-site-traffic/
MonsterInsights. (2018, February 16). Why Google Analytics Is The Most Accurate Website Statistics Solution. Retrieved November 11, 2018, from https://www.monsterinsights.com/docs/why-google-analytics-is-the-most-accurate-website-statistics-solution/
StatCounter. (2013, August 21). New Feature: Paid Traffic [Web log post]. Retrieved November 11, 2018, from https://blog.statcounter.com/2013/08/new-feature-paid-traffic/
Statcounter. (2018). Features. Retrieved November 11, 2018, from https://statcounter.com/features/

Data Management at a Tag Level: Google Tag Manager

Poor Data In = Poor Data Out

Data informs and shapes our marketing campaigns and strategies, providing marketers with the insights required to tailor marketing tactics in order to maximize engagement within audiences and increase return on investment (ROI). However, our analysis of this “data out” is only as good as the quality of our “data in.” Gathering the right data is not always easy. For many marketers, the abundance of data produced by disparate sources has made the task of identifying and unifying relevant insight seem colossal... no matter how sophisticated the technology is, quality insight and results depend on the quality of what is input initially. (Dobson, 2018).

A helpful safeguard for preventing poor data acquisition and therefore poor data out is by leveraging a tool like Google Tag Manager to help clean the data prior to being sent to Google Analytics. When possible, fixing the data at its source or as close to the source is ideal to help improve the data analysis process within Google Analytics. Data quality issues can plague a Google Analytics account, making analysis difficult, time-consuming, or at its worst, leading to incorrect conclusions; there are many ways to affect the data that you collect and use in Google Analytics, and with recent improvements to Google Tag Manager, it’s even easier to have clean, readable data (Matchett, 2018).

What is Google Tag Manager?

Google Tag Manager is a free tool that allows marketers to manage and deploy marketing tags on a website, without having to physically modify the code in partnership with a developer. These tags might be code snippets or tracking pixels on the website, that work to gather additional data prior to being sent to Google Analytics. Google Tag Manager serves as the conduit between information on your website to Google analytics (Fig. 1).



Fig. 1: Google Tag Manager Overview (Gant, 2017)

A benefit to marketers using Google Tag Manager is that it eliminates tedious code-editing tasks that formerly required a developer. It allows the marketing team to add and update their own website tags – including javascript code snippets for site analytics, conversion tracking, and remarketing – while the development team focuses on larger projects (Ironpaper, 2015). This helps to reduce project overhead, team hours, burn rate, and time-to-market for marketing strategies by removing a round of required dev updates by a web developer when adding tagging such as third-party tags or pixels.

The Importance of Tagging

In addition to offering insight into the impact of online advertising and social changes, tags make it easy to target your audience, leverage remarketing, and test and improve your site (Ironpaper, 2015). Tags are snippets of code or tracking pixels from third-party tools—these tags tell tools like Google Tag Manager what to do. Third-party tools may include paid media tags through Marin Software or Doubleclick, heatmap tools like Crazyegg, or social media ad platform SearchForce (Fig. 2).




Fig. 2: Tags in Google Tag Manager (Nagammai, 2017)

The third party tag has many capabilities: they can ‎attract and show ads to already segmented users, retarget the same users and ultimately increasing conversion rate (GeoEdge, 2018). Retargeting the same user ‎segments enables the identification of specific users that are more likely to convert. Another important and common third-party tag is the Facebook Pixel, which allows marketers to track conversions originating in Facebook to your website, breaking down audience insights from custom audiences to specific actions they take while on the site. The beauty is that if you have the pixel on your website and Facebook knows what a conversion is, they start understanding what type of people convert… and that data allows Facebook to show your ads to people within your audience most likely to perform that conversion (Loomer, 2017). As you can see, third-party tags and pixels are important tools in understanding audiences, segments, activities, and conversions on a website, going beyond the standard tags found in Google Analytics. Management of these tags effectively and painlessly is where Google Tag Manager comes in.

Benefits of Google Tag Manager

With a host of third-party tags available to marketers, Google Tag Manager serves as the glue between the raw data and its output in Google Analytics. The tool provides several benefits to marketers in updating and managing data, while allowing more time to analyze opportunities for optimizations in tactical execution.

Easy Updates - No Developer Required. Google Tag Manager enables marketing team members to make updates and add new tags quickly and easily, without complex code changes to the site that would normally require a developer. This allows the team to test each change and deploy, removing an extra layer of support from a developer and reducing (a) level of effort, (b) budget, and (c) time to launch (Fig. 3).




Fig. 3: Time-To-Launch With and Without Google Tag Manager (GTM) (Fedorovicius, 2017)

A Future-Proofed Website. Google Tag Manager makes future upgrades and enhancements much simpler, since modifications can be made through the interface and not on each page of your website (Ironpaper, 2015). This ensures that global updates happen seamlessly, from one point of entry rather than requiring custom coding on each page of the site, the latter of which would require much more budget, time, and a website developer on hand.

Testing Before Launch. Troubleshooting and correcting tag errors is simplified via Google Tag Manager’s Preview and Debug mode that shows which tags are fired on a page and which are not, and it also includes information about triggers that fire tags and data contained within tracking tags (Fedorovicius, 2017). This is important because marketers can now test quickly and easily if tags are firing correctly before publishing them to the site, reducing risk and errors.

Decrease Page Load Time and Increase Website Performance. Google Tag Manager reduces the amount of unique code snippets installed on each page of a website, thereby decreasing page load time. When certain elements are set to load asynchronously, they branch out and begin to load simultaneously; the page continues to load things in order while the asynchronous components load separately (Meck, 2016). For websites with a great deal of javascript or large, uncompressed images, reducing page load time from other elements is critical. Individual tag code will load traditionally in a waterfall, slowing page load time and preventing loading of your content until other header code loads completely. By moving tags into Google Tag Manager, these tags will now automatically attempt to load asynchronously, which can mean a big benefit for your page speed (Meck, 2016).

Google Tag Manager provides marketers with a toolbox for managing countless custom, third-party pixels and tags whose sole purpose is to provide additional tracking measurements for further analysis in Google Analytics. In addition to assisting in the creation and management of these tags, the tool helps to reduce budget, time spent updating tags, launch risk, and even page load time for our websites.


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References:

Dobson, C. (2018, April 05). Targeted Advertising Requires Good Data. Retrieved November 04, 2018, from https://www.forbes.com/sites/forbestechcouncil/2018/04/05/targeted-advertising-requires-good-data/#7afe0d1829db

Fedorovicius, J. (2017, September 12). Benefits of Google Tag Manager: 13 Reasons to Start Using GTM. Retrieved November 04, 2018, from https://www.analyticsmania.com/post/benefits-of-google-tag-manager/

Gant, A. (2017, May 19). What is Google Tag Manager and why use it? The truth about Google Tag Manager. Retrieved November 04, 2018, from https://www.orbitmedia.com/blog/what-is-google-tag-manager-and-why-use-it/

GeoEdge. (2018). University | 3rd Party Ad Tags – Pros & Cons for the Publisher. Retrieved November 04, 2018, from https://www.geoedge.com/meetus_university/38/3rd-party-ad-tags-pros-and-cons-for-the-publisher

Ironpaper. (2015, August 15). 8 Benefits of Google Tag Manager. Retrieved November 04, 2018, from https://www.ironpaper.com/webintel/articles/8-benefits-google-tag-manager/

Loomer, J. (2017, February 10). The Importance of the Facebook Pixel. Retrieved November 04, 2018, from https://www.jonloomer.com/2017/02/09/importance-facebook-pixel/

Matchett, A. (2018, September 13). Cleaning Data with Google Tag Manager & Google Analytics. Retrieved November 04, 2018, from https://www.lunametrics.com/blog/2018/09/13/cleaning-data-google-tag-manager-google-analytics/

Meck, J. (2016, September 21). Speed Up Your Website With Google Tag Manager. Retrieved November 04, 2018, from https://www.lunametrics.com/blog/2016/09/21/site-speed-google-tag-manager/

Nagammai, M. (2017, November 16). Why Google Tag Manager? – Nagammai M – Medium. Retrieved November 04, 2018, from https://medium.com/@nagammai/why-google-tag-manager-fc100e99ba3