How to export and visualize GTM data from Enecto reports

If you’ve ever stared at a mountain of GTM (Google Tag Manager) data in Enecto and wondered, “How do I get this into something I can actually use?”—you’re in the right place. This guide is for marketers, analysts, and anyone who needs to get actionable insights from raw Enecto GTM reports without spending hours wrestling with unusable exports or clunky dashboards.

Below, I’ll walk you through exactly how to export GTM data from Enecto, prep it for analysis, and visualize it using tools that don’t require a computer science degree. I’ll also point out what’s worth your time and what’s not, so you don’t waste hours on the wrong path.

Step 1: Understand What GTM Data Enecto Actually Gives You

Before you hit “export,” it’s worth knowing what Enecto’s GTM reports include—and what they don’t. Enecto is built to surface GTM activity at the visitor and session level, but the depth and formatting can vary:

  • You’ll typically get:
  • Tag firing events (what tags fired, when, and sometimes on what pages)
  • Custom event parameters (if your GTM is set up to send these)

  • Session and visitor IDs, timestamps, some basic page context

  • You probably won’t get:

  • Full raw data layers or every custom variable (unless you’ve configured Enecto to capture these)
  • Out-of-the-box funnel or cohort analysis (you’ll need to build those yourself)

Pro tip:
If you’re after a complete audit of GTM triggers, variables, and containers, Enecto isn’t going to replace a GTM debugger. But for tracking real-world tag performance and event volumes, it does the job.

Step 2: Export GTM Data from Enecto

Enecto’s UI changes occasionally, but the export process is usually straightforward. Here’s the no-nonsense way:

  1. Log in to Enecto and navigate to the GTM reports section.

  2. This is typically under something like “Reports” → “Tag Manager” or “Events.”

  3. Apply any filters you need.

  4. Don’t just export everything—filter by date range, tag type, or page group if you can. Otherwise, you’ll end up with a bloated export you’ll never use.

  5. Look for the export/download option.

  6. Usually a small “Download CSV” or “Export” button near the top right. If you only see PDF, look harder—CSV or XLSX is what you want for analysis.

  7. Choose your format.

  8. CSV is usually the safest bet. It opens in Excel, Google Sheets, and just about everything else.

  9. JSON might be an option, but unless you’re importing into a data warehouse or writing code, skip it.

  10. Download and save your file somewhere obvious.

  11. Name it with the date and report type, so you’re not hunting through a dozen “export.csv” files later.

What to ignore:
If Enecto tries to push you toward a “dashboard export” (like a pretty PDF), skip it. These aren’t interactive and usually strip out the detail you need.

Step 3: Clean and Prep Your Exported Data

Here’s where most people get stuck: the raw export is rarely ready for analysis. Expect a messy spreadsheet with columns you don’t need and cryptic field names.

Quick cleanup checklist:

  • Open your CSV in Excel or Google Sheets.

  • Google Sheets is handy for sharing, but Excel is faster for large files.

  • Delete irrelevant columns.

  • Enecto loves including stuff like “visitor country code,” “browser agent,” or internal IDs. Unless you need these, delete them now.

  • Rename columns for sanity.

  • “evt_nm” → “Event Name”
  • “tstamp” → “Timestamp”

  • You get the idea.

  • Check for weird formatting.

  • Dates sometimes export as Unix timestamps or in odd timezones. Fix these before you do anything else.

  • Look for missing or duplicate data.

  • Filter for blanks in key columns like “Event Name” or “Page URL.” Decide if you need to fill them in or just drop those rows.

  • Save a clean version.

  • Don’t overwrite your original export. Save this as “gtm-cleaned-YYYYMMDD.csv” or similar.

Pro tip:
Don’t waste time color-coding or making things pretty yet. Just get it usable.

Step 4: Analyze & Visualize Your GTM Data

Once your data’s cleaned up, it’s time to actually see what’s happening. You don’t need Tableau or Power BI unless you’re deep into enterprise reporting. For most people, Google Sheets, Excel, or basic Data Studio dashboards do the job.

Option 1: Google Sheets (Quick & Free)

  1. Import your cleaned CSV.

  2. File → Import → Upload.

  3. Create pivot tables.

  4. See which tags or events are firing most often, on which pages, over what date ranges.

  5. Example: Rows = “Event Name”, Values = “Count of Event Name”, Columns = “Page URL”.

  6. Make simple charts.

  7. Bar charts for tag frequency, line charts for events over time.

  8. Share with your team.

  9. Set permissions so others can view but not break your work.

Works well for: - Quick insights - Simple trend lines and tag audits - Sharing with non-technical teammates

What doesn’t work: - Large datasets (over 50,000 rows gets slow) - Complex joins (e.g., blending with CRM or ad data)

Option 2: Excel (For Heavy Lifting)

  1. Open your cleaned CSV in Excel.
  2. Use Power Query or built-in filters to dig deeper.
  3. Group by event, tag, or time period.

  4. Create calculated fields (e.g., conversion rates, event value).

  5. Build dashboards with slicers and charts.

  6. Excel’s “Recommended Charts” can be surprisingly useful.

Works well for: - Larger exports - More complex calculations - Offline analysis

What doesn’t work: - Collaboration (unless you’re on Office 365) - Live dashboards

Option 3: Google Data Studio (Now Looker Studio)

If you want to get fancy—or automate reports for clients—connect your cleaned CSV to Data Studio.

  1. Upload your cleaned CSV as a data source.

  2. If your data updates regularly, consider using Google Sheets as a live source.

  3. Build visuals:

  4. Line charts for trends over time
  5. Bar/column charts for top events or tags

  6. Tables with filters (by page, tag, etc.)

  7. Share with stakeholders.

  8. Can set up scheduled email reports.

Works well for: - Interactive dashboards - Automated reporting - Combining with other Google Analytics data

What doesn’t work: - Real-time updates (unless you automate the data feed) - Super granular analysis (Data Studio can get slow with big files)

Step 5: Avoid the Common Pitfalls

A few things to watch out for, so you don’t waste your time:

  • Don’t overcomplicate.
    If all you need is a count of fired tags, don’t build a data warehouse. 90% of reporting can be handled with a simple pivot table.

  • Ignore vanity metrics.
    “Total tags fired” is a useless stat if you don’t tie it to actual business goals. Focus on events that map to conversions or user actions you care about.

  • Don’t trust the export blindly.
    Double-check that your GTM tags are being tracked the way you expect. Sometimes, tags don’t fire due to misconfiguration, and the export won’t tell you what’s missing—it only shows what happened.

  • Skip the “one-click insights” tools.
    If Enecto (or any other platform) offers to “magically” analyze your tags, take it with a grain of salt. These tools often miss context and nuance.

Step 6: Keep It Simple, Iterate, and Don’t Wait for Perfect

You’ll never have perfect data or a “final” dashboard. The sooner you get your GTM exports into a format you can actually use—however rough—the faster you’ll spot issues, trends, or wins.

Focus on: - Exporting regularly (monthly or quarterly is a good cadence) - Building a basic template in your tool of choice - Making small tweaks as your tagging or reporting needs evolve

Don’t get bogged down with fancy tools or complex integrations unless you genuinely need them. Simple, consistent, and understandable wins every time.

That’s it. Export your GTM data from Enecto, clean it up, and get it into a tool you actually like using. Iterate as you go. You’ll learn more by doing than by reading another “ultimate guide”—including this one.