Manage analytics through tag manager?

We currently use Google Analytics for analysing traffic on the website, and
have done for many years. Whilst discussing some ideas to improve the user
experience with Jonathan, it became clear to me that ideally we need
outbound link tracking, i.e. what link did a user click that took them away
from our site. This is useful to know so we can tell, for example, what
download option a user ended up choosing, which can better inform us on how
to improve the layout of the download pages.

Whilst it is possible to do outbound link tracking directly in Google
Analytics, it can be invasive, requiring onclick attributes on every link.
It is (in theory) possible to dynamically add those using a script in the
base template or similar, but I've never actually been able to get that to
work when I've tried.

Instead, I'd like to suggest we change to using Google Tag Manager directly
in the site in place of Analytics. Tag Manager uses a couple of similar JS
snippets to Analytics so would require minimal changes to the site.
However, it can then be used (amongst many other things) to enable
Analytics site-wide as it is now, and to automatically send outbound link
clicks to Analytics globally or for subsets of pages and target URLs with
no further code changes.

Thoughts?

--
Dave Page
Blog: http://pgsnake.blogspot.com
Twitter: @pgsnake

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