Implementing Google Tag Manager (GTM) in library websites

Abstract

Purpose The purpose of this research paper is to explore and offer insightful information on the useful use of Google Tag Manager (GTM) in the context of library websites and to bridge the gap between GTM’s technical features and the practical requirements of libraries. It gives libraries the ability to use GTM’s capabilities to increase user engagement, data-driven decision-making and improve online services. Design/methodology/approach This study reviews existing literature on GTM in the context of websites and libraries. The methodology involves identifying keywords and searching terms related to GTM, digital marketing, user engagement, Web analytics and library websites. Sources and databases were consulted, including library science journals, marketing journals, academic databases, publications on digital marketing and search platforms such as Google Books, Google Scholar, Google Search Engine, JSTOR and library associations like the American Library Association. Initial screening was done based on titles and abstracts, followed by a thorough-text review, categorization and synthesizing of the findings. Findings GTM provides libraries with a potent tool to improve their online presence, customize user experiences and collect insightful real-time data. Libraries may harness GTM’s potential to better engage people and provide services by properly implementing it and maintaining it over time. It can be a flexible instrument that supports contemporary library services in the digital era. The findings of this study indicate that GTM technology may be used in library services; nevertheless, there are several barriers, such as librarians’ attitudes and technical abilities, that prevent GTM acceptance in library services. Originality/value This study covers the implementation of a free GTM tool in library websites that will help the library and information professionals to leverage the GTM in the library’s online presence. Furthermore, this study recommends that libraries and librarians should develop guidelines and policies for the critical adoption of a free GTM tool in the library environment, which will support improving the library’s user engagement and tracking of library website traffic.