- BU Tracking Snippets is appropriate for tracking pixels and other lightweight implementations.
- Google Tag Manager is appropriate to leverage the power and complexity of the Google Tag Manager (GTM) platform.
These tools can be used for tracking the effectiveness of lead generation and digital ad campaigns, and are provided in addition to Google Analytics (which is available by default in all BU WordPress websites). Tracking plugins are powerful** and could be configured in a way that violates BU’s policies or introduces malicious code into BU websites. When a tracking plugin is enabled on the BU website you manage, you are responsible for ensuring its use complies with BU policies, including but not limited to the Digital Privacy Statement, and with the following guidelines. If use of a plugin violates BU policy or these guidelines, IS&T may disable the plugin.
- Google Tag Manager accounts must be unique per client (college, school, department, business unit, etc.). Units should not share GTM accounts.
- Each GTM account must provide full administrator access (not read-only) to the service account gtm@bu.edu. This is for security and account continuity as recommended by Google.
- If you are using third-party vendors for web services and they will have access to these tracking technologies, you must ensure that they comply with BU policies and these guidelines.
**Tracking Plugins are designed to inject arbitrary code into web pages, with little to no control or visibility from the hosting website itself. Tracking plugins may allow anyone with sufficient access to add non-BU tracking to a site.
BU website administrators must fill out the following form to request access to Google Tag Manager or BU Tracking Snippets.
*All fields are required.