Originally presented on 22 May 2025, in partnership with Evolare Digital.
Feeling overwhelmed by tracking codes and being dependent on developers for every analytics update? This practical webinar reveals how Google Tag Manager (GTM) can transform your marketing workflow and give you the independence you need.
In this straightforward session, Lynn Aitchison (Founder & CMO of Evolare Digital) demonstrates how this free tool empowers arts marketing teams to implement tracking scripts, capture custom audience behaviours, and test new marketing tools.
Google Tag Manager bridges the gap between marketing ambition and technical capability. Without it, cultural venues often struggle with delayed implementations, developer bottlenecks, and missed opportunities to understand their audience's digital journey.
What you'll learn
- GTM Fundamentals: Understanding what Google Tag Manager is and how it differs from GA4
- Practical Applications: Discovering the many uses of GTM specifically for arts and culture venues
- Implementation Guide: Adding GTM to your website with minimal technical support
- Tag Management: Setting up and managing tags for various marketing platforms without touching code
- Custom Event Creation: Creating and implementing custom events specific to cultural venues
- Data Integration: Seeing how your custom events flow into GA4 and enhance your reporting
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