Mapeamento e análise das interações de usuários utilizando técnicas de tagueamento

Abstract

The field of Web Analytics (WA), which consists of collecting, measuring, analyzing, and interpreting navigation data from websites and applications, has been a major ally in understanding user engagement with platforms and advertisements. It enables the assessment of the effectiveness of implemented solutions, the identification of navigation issues, and the discovery of improvement opportunities. In this context, the present work demonstrates how tracking techniques and technologies can be applied through Google Tag Manager (GTM) and Google Analytics 4 (GA4) to map and analyze user interactions on the admission pages of the Federal University of Technology - Paraná (UTFPR). As a result, WA tools were implemented, exemplifying the data collection, processing, and visualization flow. Furthermore, a dashboard was developed to consolidate the main information collected from the website. To ensure continuous development, a process inspired by the agile Scrum framework was adopted.