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When the Google Analytics Settings variable was introduced in May 2017, it resulted in a significant change in the Google Analytics tag user interface in Google Tag Manager. The default UI for editing a tag was stripped down of all GA-specific settings, and the new Google Analytics Settings drop-down was the replacement. Unfortunately, the bulk of Google Tag Manager articles online (including those on this blog) still refer to the old interface in screenshots and instructions.

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Let’s face it - most of us use Google Tag Manager for one main purpose: to deploy and configure Google Analytics tracking on a website. I’d wager that once you start using GTM, you won’t be implementing Universal Analytics the old-fashioned way, with on-page code, any more. But running Universal Analytics tags through GTM isn’t yet a perfect workflow. We’re still missing things like proper plugin support and the option to properly differentiate between the tracker and the hit - both of which are easy to do with an on-page implementation.

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Simo Ahava

Husband | Father | Analytics developer
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Senior Data Advocate at Reaktor