Google Tag Manager & Universal Analytics

We collaborated with SharkNinja and industry Google Analytics guru Lunametrics to transition the Shark and Ninja sites to Google Tag Manager (GTM) and Universal Analytics (UA).

Hard-coding tracking pixels or click events onto various pages of the site is a thing of the past. GTM enables implementation and maintenance of media pixels and Google Analytics tracking in one location, without the need to update the site code. Built-in tag templates exist for many of the most common media vendors, making setup a breeze. GTM variables such as custom JavaScript or regex lookup tables allow for efficient gathering of data and eliminate redundancy. Part of this implementation included development of a datalayer, which provides a consistent and stable way to collect and pass site data back to GTM. One of the key features of UA is Enhanced Ecommerce, which allows for more robust ecommerce tracking. The ability to report on shopping behavior such as product impressions and cart actions proves to be invaluable to analysts and marketers.