A tag management system makes it faster and easier to implement different types of tracking on your website.

Posted: Thursday 11th October 2012 in eCommerce Technology, Thought Leadership.

A tag management system makes it faster and easier to implement different types of tracking on your website.

A container tag is a tag management system that allows you to control and serve many marketing tags from one external application. A container neatens things up by holding a group of tags, making it faster and easier to implement different types of tracking on one website. In other words, it’s smart tag management.

Development team tagging: the case against

The responsibility for tracking tags has traditionally been placed in the hands of the web development team. That made sense in the early days of online retailing, when requirements for new tracking tags was lower and before the opportunities offered by new areas such as affiliate marketing and price comparison sites. Today, leaving the tagging to the development team means a potentially slow and expensive process, relying on the overall site development plan and depending on the team’s other work commitments. And the cost is not just in development time: your new campaign could miss a crucial launch date, resulting in loss of sales and market share.

A marketing-led solution

Using a third-party tag management solution means your new campaigns can be deployed more swiftly and they’ll be more cost-effective. Once the initial work has been done to remove all tags from the site, the container tags are fast and easy to deploy. This also provides a centralised location for all tags – extremely important for compliance with the new EU policy around use of cookies on your site. (You can find out more about complying with EU cookie legislation on our site).

Other benefits include:

  • improved page loading speed – the tags are not served by the site so they don’t slow things up
  • higher search quality scores
  • accurate attribution of affiliate sales, ensuring you reward the right partner
  • the ability to instantly change tag serving rules.

If you are not using a tag management solution, I recommended you consider moving to one. There is some upfront work needed to move all tags from the site however once this has been completed, changes and additions are quick and easy to deploy.

Don’t hesitate to leave comments or questions, I am always happy to talk.

Dave


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