Tags are essential for marketing performance analysis, but their recent multiplication on the web has made them a real chore. If it helps marketers know their audience better, it also complexifies tag management to the point where it becomes more interesting for businesses to outsource this task.
How does a tag management system work? How to implement a TMS? Why does your company need one? Which one should you use? We will not discuss today the implementation of a TMS on your website. We will answer all of these questions in this article and give you clear insights on TMS to help you determine whether or not this system suits your needs.
Knowing the complexity of tagging, you may wonder how a tag management system could help you. If you can still report tags manually, why do you need to implement a TMS?
There are so many different tags, but we are only interested today in website tags or web tags. Those tags are pieces of code that allow the gathering of the user's information. It informs you of the user’s behavior online to help you build a marketing strategy tailored to their needs.
Lately, you may have heard about pixels. We will set up an easy way of discrimination to avoid any misunderstanding. Listen very carefully: a pixel is a tag, but a tag is not a pixel. Tricky, isn’t it?
There are other forms of tag that you may be willing to use, but note that they are often used indifferently in a marketing context.
A Tag Management System or TMS to be brief is a platform that helps you quickly gather and connect tags. You manage all your tags by hand? Let’s move up a rung.
Rather than having tens of tags on a page, which often complexifies or distorts data analysis, tag management allows you to deploy one optimized tag that will gather all the information needed. This one tag is called a master tag. For once, you’re not the one to master; the tag is. It also gives you the ability to manage, add, remove or change tags from a single platform, and god knows that any simplification is good for business.
In a nutshell, we can say that the more your business online grows, the more tags you have on your website. This causes two main issues:
A TMS will help you reduce the complexity of your IT tasks, limit the risks of making mistakes that distort your website’s performance, and indeed facilitate tag analysis.
To implement a tag management system wisely, there are some steps you should follow:
If you want to implement a TMS but get lost with the variety of systems on the market, you can start with one of the following:
There are other platforms, and we bet there is one tailored to your needs.
We bet you already track your user’s information to learn from their behavior and enhance the UX of your pages. Using a TMS can be valuable software to optimize your efforts on tag analysis.
It helps reduce both your page load time and the risks associated with mismanaging your tags. The ball is in your court now. Learn from your tags and set things right. You may have other questions on that specific topic? Don't hesitate to contact our dedicated team, we'll be pleased to help you.
Why should you care about all that data? Why shouldn’t you let it rot deep in your shelf? Well, because you made 90% of the effort collecting and storing it....