Digital Analytics tag & data layer test.

Digital Analytics tag & data layer test.

Graft computing have been busy working with their prestigious clients Aleksandr and Sergei. The brief was to test all the website tags, and keep it simple, so that’s what we’re doing. Here is a quick introduction to analytics tags and how to find and test them.


Web Data Analytics are a measure of website visitor activity. Google Universal Analytics provides a way for website owners to ‘tag’ web pages with html and JavaScript that execute, or ‘fire’ when monitored ‘events’ occur. Events can be all types of page interactions.


Tag activity is presented to the business to quickly visualise the effectiveness of marketing campaigns and visitor trends. Tag manager software applications can create custom variables in tags. This versatility lets marketeers collect more relevant data, and be creative with the way tags are implemented.

A typical basic use case might be to understand how many visitors viewed an intended page, how many visitors clicked the action button, and how many completed the intended journey.


Tags need to fire in the right place, with the right settings. Browser tools and browser plugins are your friends. Chrome plugin – Tag Assistant (by Google) displays Google Universal Analytics tags fired in the Browser dev tools console.

With Chrome browser open and Tag Assistant On, press F12 and select Console tab. Refresh the web page to display Universal Analytics tags fired on that page.

The console displays the tag variables and their data. When the tag data matches specification for the correct event, it is working as expected.

This is a simplistic view of data analytics test. Large projects require tests to be automated, and solid organisational and reporting skills to structure efficient test activity with full continuous coverage.

Being a well organised Test Analyst takes a little extra effort, and pays off in the long run.

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