Leveraging Metadata with Google Tag Manager

Written by Kevin Hougasian

Our APIs expose data to Ritter’s quote engines based on product, marketplace, and url. As a leading FMO (Field Marketing Organization), our agents use these products and urls to service their clients.

How can we better leverage the resulting aggregation of data?


Metadata will provide us with richer metrics, and a means to see how our users are consuming the data.

<meta name="ritter" content="Ritter Insurance Marketing LLC" />
<meta name="ritter:agent" content="[name]" />
<meta name="ritter:agency" content="[agency]" />
<meta name="ritter:displaylicense" content="[license]" />
<meta name="ritter:npn" content="[npn]" />
<meta name="ritter:email" content="[email]" />
<meta name="ritter:phone" content="[phone]" />
<meta name="ritter:zipCode" content="[zipcode]" />
<meta name="ritter:state" content="[state]" />
<meta name="ritter:county" content="[county]" />
<meta name="ritter:fipsCode" content="[fipscode]" />

Google Tag Manager

New to GTM (Google Tag Manager)? We’re going to assume you have an existing container for your Tags.

1. Add a new GTM tag

GTM - Add a new tag{: .ui.medium.bordered.image}

2. Configure your GTM tag for Universal Analytics

GTM - Universal Analytics{: .ui.fluid.bordered.image}

3. Add your Google Tracking ID

GTM - Google Tracking ID{: .ui.medium.bordered.image}

4. Custom metrics

GTM - Google custom metrics{: .ui.fluid.bordered.image}

5. Choose your trigger & publish

Set the trigger for your tag and you’re ready to publish. Once published, your new metadata will propagate in Google Analytics.

Published November 30, 2016 by

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Kevin Hougasian Lead Frontend Developer

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