One of the many great things about digital marketing is the innate ability to measure and analyse the performance of your online activity – in particular, your website.

As the bread and butter of your business, your website should be there to act as a direct conversion tool for customers – whether a conversion is simply picking up the phone, filling in a form, or purchasing a product.

In the past, installing Google Analytics and setting up a few goals to track key actions on your website was about as granular as things would get. But now, with Google’s Tag Manager tool, you can delve deeper and truly discover how users are interacting with your site.…