Using Tracker Names

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What is a tracker name?

A tracker name is a way to reference a tracker object when using Google Analytics (GA). When a visitor lands on a page with GA, a tracker object is created with details about that visitor which will then proceed to be sent to the GA reporting suite.

Within Google Tag Manager (or inline if you choose), a tracker name can be set on the tracker object manually. This functionality is the API Google offers to help point data into a specific property in the event that multiple properties are used on a website.


What are the objections against using tracker names?


According to Google's documentation:

Note: Naming the tracker object yourself is discouraged. If you inadvertently reuse an existing tracker object name, your data may become corrupted. 






Per the above article, the concern for field/dimension scope creep only occurs if a repeated tracker name is used across multiple properties. What can occur in this circumstance is custom dimension settings applying to other properties unintentionally. For instance, when one is a session and the other is a hit, this could overwrite data and potentially cause a conflict.
This warning is to ensure you are fully using GTM to take advantage of this tracking function if you're using hard coded events, which could cause the aforementioned issue. The best way to mitigate this is to ensure all events are deployed by GTM.

How Demandbase uses tracker names

When using GA, tracker names by default are generated and made unique by the Google library. As there is no way to identify what that random tracker name could be particularly with multiple properties on a page, we have to depend on the Google API for tracker names in this scenario. According to Google's Tracker Name documentation, "Naming a tracker is necessary in cases where you need to create more than one tracker for the same page."

The Demandbase GA connector utilizes code which sends data to the first property it finds. If a page has multiple properties, a tracker name will need to be assigned in order to send data to the intended property.

After a tracker name is configured in GTM, your configuration file (managed by Demandbase solutions) will need to be updated with that same tracker name to ensure data is sent to the correct property.


Demandbase tracker name requirements

There are only a couple requirements for a tracker name:

-Unique (we usually recommend appending the date ie "uniqueTracker01012020" to ensure safeguarding against and repeated tracker names) 

-Alphanumeric (this includes omitting dashes and underscores)

-Do not use the same Google Analytics property (usually something like "UA-XXXXXXX") as the tracker name



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