In simple terms, tag management designates the activity of solving websites tag-related problems. Technology businesses deal with these issues for site owners – and among them are companies like Adobe, Supertag, Tealium or UberTags. Perhaps even more widely known is Google’s free TagManager, launched in 2012.
To go even more into detail, tags, (also called tracking pixels or web beacons), are code fragments that perform assigned tasks on the sites, like gathering analytics data, or marking visitors via cookies in view of later targeting, basically performing technical advertising processes. Most of the times we are talking about JavaScript code, a 1×1 transparent pixel or an image tag.
Tags make 3rd-party tracking, analysis and reporting possible and are therefore utilized by analytics platforms and services like remarketing, conversion tracking, affiliates, and advanced customer insight. Third-party software infiltrates digital properties this way and captures various data, as wanted, offering raw analytics parameters.
A product of agile marketing and tracking needs, tags perform important functions for site owners. Managing them is a delicate business, since any alteration disturbs the control detained by marketing over the web page, and the metrics feedback.
Data collection,
which has increased its importance and dimensions since the mobility era and wearables sending back whole amounts of new, connected information, is centralized and controlled through tags. Especially when retailers use multiple platforms and online channels, these systems of tracking management allow the gathered data to be organized and accurate.
Cookie setting is another tags’ capability. So is the ability of integrating third-party content into the site, like, for example, widgets or advertisements.
Tag problems arise on the fine line between privacy protection and online marketing, but also on the technical side, as following:
– Third-party control over the data collection process;
– Specialized implementation requirements (which need an experimented IT team);
– Privacy regulations compliance, according to the applying laws;
– Performance issues (slowing down the website when the load becomes too much).
Here’s a few of the solutions provided by tag management companies, according to MarketingLand:
– Calibrating tag firing in order to be active only meeting specific conditions (less load, more accuracy);
– Asynchronous firing (less load, smooth working website);
– Dealing with the problematic relationship between site changes and the functionality of the tags (so that the owner may introduce changes without the tag losing connection);
– Active tag monitoring and management.
Outsourcing tag management to the right providers may cost money, as is always the case with efficient tools, but brings back stability and a steady, error-free analytics flow.
Examples
For a deeper understanding of the main needs in the tag management process, you can go through the Google Tag Manager page – here. As their text puts it, when the tags system is professionally managed, the e-retailer can focus on the marketing instead of consuming time and energy with the technical problems.
Another insightful lecture might be the one provided by Adobe on their blog. Their Dynamic Tag Management user experience is available on their blog.
A smart way of tracking and of data-feeding the web analytics, the tags system stays in the very heart of agile marketing. More about this, in a following article.
