WIP: The life cycle of Google Analytics: Best practices

Understanding your data's lifecycle

Most of the tags you create will send data to Google Analytics. However, you can also send data to a variety of ads platforms like Google Ads and Trade Desk, as well as other applications. It’s important to think about how and in what state data will be received by these applications. For example, when you create a new tag in GTM that sends data to Google Analytics, you will be altering and affecting the data that analysts use for reporting.

Furthermore, if you are altering or creating new tags for a container that contributes to Mass Digital's analytics platform, you will also affect data used by other organizations across the Commonwealth, along with any tools that rely on that data.

For this reason, Mass Digital requires agencies who are part of the platform to tag applications so that the resulting data fits into our data collection framework.