Custom Analytics with Google Tag Manager: Assessing Usage Statistics on the MD-SOAR Platform

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As usage metrics continue to attain an increasingly central role in library system assessment and analysis, librarians tasked with system selection, implementation, and support are driven to identify metric approaches that simultaneously require less technical complexity and greater levels of data granularity. Such approaches allow systems librarians to present evidence-based claims of platform usage behaviors while reducing the resources necessary to collect such information, thereby representing a novel approach to real-time user analysis as well as dual benefit in active and preventative cost reduction. As part of the DSpace implementation for the MD SOAR initiative, the Consortial Library Application Support (CLAS) division has begun test implementation of the Google Tag Manager analytic system in an attempt to collect custom analytical dimensions to track author- and university-specific download behaviors. Building on the work of Conrad , CLAS seeks to demonstrate that the GTM approach to custom analytics provides both granular metadata-based usage statistics in an approach that will prove extensible for additional statistical gathering in the future. This poster will discuss the methodology used to develop these custom tag approaches, the benefits of using the GTM model, and the risks and benefits associated with further implementation.