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The purpose of this research paper is to explore and offer insightful information on the useful use of Google Tag Manager (GTM) in the context of library websites and to bridge the gap between GTM’s technical features and the practical requirements of libraries. It gives libraries the ability to use GTM’s capabilities to increase user engagement, data-driven decision-making and improve online services.

This study reviews existing literature on GTM in the context of websites and libraries. The methodology involves identifying keywords and searching terms related to GTM, digital marketing, user engagement, Web analytics and library websites. Sources and databases were consulted, including library science journals, marketing journals, academic databases, publications on digital marketing and search platforms such as Google Books, Google Scholar, Google Search Engine, JSTOR and library associations like the American Library Association. Initial screening was done based on titles and abstracts, followed by a thorough-text review, categorization and synthesizing of the findings.

GTM provides libraries with a potent tool to improve their online presence, customize user experiences and collect insightful real-time data. Libraries may harness GTM’s potential to better engage people and provide services by properly implementing it and maintaining it over time. It can be a flexible instrument that supports contemporary library services in the digital era. The findings of this study indicate that GTM technology may be used in library services; nevertheless, there are several barriers, such as librarians’ attitudes and technical abilities, that prevent GTM acceptance in library services.

This study covers the implementation of a free GTM tool in library websites that will help the library and information professionals to leverage the GTM in the library’s online presence. Furthermore, this study recommends that libraries and librarians should develop guidelines and policies for the critical adoption of a free GTM tool in the library environment, which will support improving the library’s user engagement and tracking of library website traffic.

The overview of FOLIO in this paper will include a description of its background and development, architecture, work structure, benefits and core features. It will detail how FOLIO handles the challenges libraries confront and how it makes library administration more effective and integrated.

This paper conducted a comprehensive literature search using Google Scholar and ProQuest databases to identify relevant literature on FOLIO library management systems, open-source library systems and library services platforms. It screened and selected relevant literature related to FOLIO’s architecture, features, implementation, community involvement and impacts on libraries. The selected literature was organised into a systematic structure, and analysed and synthesised information was selected from studies. Critically reviewing the literature, insights from libraries, users or FOLIO developers were integrated, and data analysis was if accessible. This research paper was organised logically, presenting a coherent flow of information.

A strong alternative for conventional proprietary systems is the use of FOLIO as an open-source library management system. The versatility, usability and affordability of the platform have the potential to revolutionise library services and improve the entire library experience for both staff and users. FOLIO is a revolutionary tool that gives libraries the resources they need to succeed in the digital era as they continue to adjust to the shifting information landscape. The unique open-source platform FOLIO is expected to continue to succeed and improve through the library community’s collaborative efforts and continuous research and development.

Despite FOLIO’s growing popularity, empirical research on user attitudes and perceptions of them is still in its early stages. This paper is one of the first scholarly studies to attempt a thorough forecast of FOLIO adoption in technologically advanced libraries.