Informing Library Web Strategies with Google Analytics 4

During the summer of 2021 the University Library's web team planned and completed a strategic implementation of GA4. Consulting experts in the field, experimenting with selected library units, and developing a series of actionable data scenarios, the team was able to complete a Library-wide roll-out of GA4 and began capturing data on September 21, 2021. Our presentation will detail the process through which the implementation was possible and the partnership between the Library's user experience and web development so critical to its success. We also propose to present the action-based metrics Google Tag Manager allows us to capture and how analysis of those metrics inform the on-going decision-making process of the Library's Web Working Group as the seek to maintain a user-focused web experience for our complex audience of users.