Tag Management

Why use a tag management solution?

• Ease of deployment of new tags – the tagging code only needs to be added to the website by your development team once.  Development resource to add code to every page tends to be in short supply and development schedules mean that code cannot be changed fast enough to meet sales/market needs.
• Reduced lead time  – marketers can get tags deployed live much faster, as the power is in their hands with no need to involve a developer.
• Reduced risk  – since website code is not being amended, there is no risk of breaking a page or interfering with content.
• Faster page load time  – loading only one container reduces the time for a page to load fully. As page speed is a ranking factor in Google’s algorithm for organic SEO and Ads’ (formerly Adwords) quality score, this is very important.
• Version control and revision history – when a new tag is deployed to the website, a new container version is created, which makes rolling back to a previous version easy.
• Powerful preview mode for diagnosing errors – before pushing a new tag live, it can be tested in preview mode first. For example, with GTM, a cookie is dropped into your browser so that you see a GTM overlay when you visit the website. All tags fired (and not fired) are shown, and if a tag isn’t working the problem is easy to diagnose and fix.