Benefits of a Tag Management System
With the continuing expansion of the digital marketing industry, the role of tags for tracking data has become more important and complex. A tag is a piece of code that is embedded in websites or mobile apps to collect data such as visitor behaviour or setup remarketing lists. With tag management, developers or marketers deploy one container tag (the master tag that holds all your tags) and use a comprehensive web interface to set up, remove or edit additional or existing tags. Tag management reaps many benefits and overcomes many of the substantial problems involved with manually coding tags. What’s more, managers of a tag management system do not require the technical skills needed in manually setting up tags.
Usability of a website
One of the most important things when running a website or mobile app is to ensure that its usability is optimal. No one enjoys using a site that takes time to load every page they click on. Manual tagging can often raise the problem of leaving old tags in the site code which causes the website to load longer. The more tags you place, the more time it takes for your webpages to load. With a tag management system, one may make decisions or rules on when to fire tags. This means increased usability, since fewer tags are required to run and less loading time on pages.
Probably the most interesting thing to note is that manually added tags are not fired asynchronously. Loading a page means reading the code from head to footer, so tags must be read one by one. However, with a tag management system, tags are fired asynchronously or in parallel because the browser will just need to read the container tag. This removes a big part of site loading time.
Ease of control over tags
Long ago when digital marketing brought the concept of tagging, marketers or site owners required the technical skills of IT and developers to set up tagging. It required them to access the site code and placing the tag snippet in every page required to be tracked. Tag placement like this is not unusual to take days, weeks or months to complete. In the case that the site needs to be republished, it can require an extensive amount of work to clean up old tags and back-test to ensure no problems occur with the implementation.
Now, with tag management all of that is prevented with a very simple and comprehensive GUI interface. It is common now to see marketers in charge of tagging with little assistance from the development team. Marketers can now log in to the tag management system and simply tick a box to activate appropriate tags. Have a tag you do not like? You can just simply edit or delete without any code-level tweaking.
Reduction in errors
Adding a tag is a manual process and is subject to human errors. Tagging often collects data such as the title or product brand from the H1 tag or the Div tag. If it happens that the website changes the tagging, for example the product brand is now in the H2 tag, the tag’s link to the data is lost. With tag management, multiple tags are replaced with a single tag and promotes data integrity from ease of editing improper tags in the interface. With such convenience and universal monitoring of tags in a tag management system, marketers can now focus their efforts on effective digital marketing rather than the technical implementation.
Why implement a Tag Management System?
Tag management allows for agile marketing. It substantially reduces costs, work resources and time that could be spent on other projects. Marketers will have great control of tag implementation and are able to tweak and create campaigns with swift analysis, thus increasing the return on investment of digital marketing.
There are a number of Tag Management systems available including a free option from Google, Google Tag Manager which will suit the needs of many organisations.