To configure display campaign web analytics, we link the associated web analytics accounts. This will include Google Analytics, Google Tag Manager, Google Search Console, and any similar Microsoft Advertising accounts.
We may also request a login to the backend (administrative access) area of your website. Typically this is needed when we anticipate installing plugins such as the GTM plugin, or a 3rd-party call tracking plugin.
Google Tag Manager places a container on your website which facilitates the installation, removal, and modification of other tags, without requiring modification to the site itself. Its capabilities go well beyond that.
Google and Microsoft search console account(s) contain organic search queries and search engine crawl data, along with other information that can be helpful to campaign optimization.