As your online business grows, so does the volume of tags. Tag management is critical for website performance analysis and is becoming increasingly complex, leading companies to use a Tag Management System (TMS). But what is a TMS?
A tag management system, also called TMS, is a solution that centralizes and simplifies the management of tags, especially for marketing teams. Before we look at how to use it and try to understand how it is a key element in making your data collection and data quality supervision process more fluid, let’s go over some definitions.
Understanding Tag Management Systems: Defining Tags and Events
Marketing tag: this is a piece of tracking code, integrated into the source code on a page or on all the pages of a site. The purpose of this code is mainly to capture the activity of Internet users on the site, particularly through events.
Event: is mainly defined in a way that corresponds to an action of the user or a change on the site (example: arrival on the site, visit of a product page, subscription to the newsletter, purchase…)
Triggering rules: their definition is essential for the tags to work correctly, i.e., for the tags to be triggered in such a way as to capture certain events and/or according to certain events.
For example: trigger a conversion only on the thank you page and if the payment is error-free.
Tag Management System: allows you to integrate the marketing tags of several third-party partners (e.g., Facebook, Google Ads, Wizaly, etc.) and to set the rules for triggering them.
If your site has more than one web page, you should not underestimate the importance of a tagging plan: thus, there will be a document that centralizes the description of the data you want to track and the technical rules that allow you to do so. By reproducing the tagging plan in a Tag Manager, it will be possible, for example, to define the stages of the conversion tunnel, the types of pages, as well as to foresee the collection of strategic elements such as the order or user IDs to avoid duplicates or to facilitate future reconciliations.
Even though there may be special cases, it is recommended to use the same triggering rules (e.g., conversions) for all third-party tags: this will avoid disparities in terms of volume when comparing data from different media or analytics partners. Thanks to the tag manager, this synchronization is made easier.
Maximizing TMS Efficiency: Best Practices for Dynamic Tag Management
As this is strategic data and the management of user information is sensitive, it is mandatory to define administrators who will be the only ones able to modify the tags. Giving a restricted administrator status answers a double challenge: data security, but also the fluidity of tag management, which can only be done by dedicated people who know the technical specifications and the history of modifications. Indeed, keeping a detailed and commented history of modifications is an excellent practice for responding to the data quality issue, particularly for distinguishing, during analyses, peaks in user activity due to technical modifications of tags from those influenced by media events or the market context.
Another necessary condition for the good management of the TMS is the availability of administrators, in particular, to modify the triggering rules quickly in response to possible changes to the site (for example, following the addition of a new editorial section, a change in the e-commerce platform provider) or requests from third-party partners. Even if it is desirable to make changes as quickly as possible, the testing phase should not be neglected: the TMS administrators must be able to rigorously test the new tag functions before confirming the changes.
The Benefits of Tag Management Systems in Performance Measurement: Why You Should Consider Using A TMS
Performance measurement tools like Wizaly collect the data they need through a tag that must be placed on all the pages of your site. The tag can be installed in a single action via your TMS. The Wizaly EasyTrack system is a TMS that allows you to manage Wizaly specific tags autonomously and gives you access to your tagging plan at any time. It allows you to define all the triggering rules for the Wizaly tag in one place, following your tagging plan and defining the elements you want to collect. Once set up, it is easy to read the trigger rules that have been set up, and it is also easy to access the history of technical modifications.
Thus, a TMS is an essential tool to manage the completeness and quality of the data collected. Centralized tag management can be done directly by trained marketing teams, although any access given to your TMS must be secure. To simplify data collection, the Wizaly tag can be placed in one click on all pages of your site via a TMS and can be quickly set up by your internal teams or by Wizaly analysts.
In the realm of tag management, several solutions are available, including Google Tag Manager, Tealium, Adobe, and many others. These tag management systems (TMS) provide marketers with the means to effectively deploy and manage tags across various digital marketing channels and platforms. They enable the collection of first-party data, enhance omnichannel marketing efforts, and ensure data accuracy and consistency.
Tag management solutions offer numerous benefits, including simplified deployment, efficient tag loading, streamlined data collection, and improved website performance. Popular tag management platforms like Google Analytics, Ensighten, and ObservePoint are widely used for their robust features and ease of use. They enable marketers to manage tags effectively, ensure data privacy and compliance, and optimize customer experience.
Enterprise-level tag management solutions provide advanced functionalities and comprehensive tag governance capabilities. These platforms, such as Adobe Experience Platform Launch, Piwik Pro Tag Manager, Signal Tag Management, and Dynamic Tag Management, are designed to meet the complex needs of large organizations and offer seamless integration with various analytics and marketing tools.
With a reliable tag deployment strategy and an efficient tag management platform, marketers and analysts can collect accurate data for analytics and digital marketing purposes. They can leverage data-driven insights to optimize marketing efforts, personalize customer experiences, and make informed business decisions.
A Tag Management System (TMS) plays a crucial role in managing tags and optimizing data collection for analytics and marketing. By using a TMS, businesses can efficiently deploy, manage, and govern tags, ensuring data accuracy, security, and compliance. With the right tag management solution in place, marketers can unlock the full potential of their data and drive impactful results in their digital marketing efforts.
Ready to unlock the full potential of your data and revolutionize your digital marketing strategies? Schedule a personalized demo of the Wizaly platform today and discover how our advanced tag management solution can supercharge your analytics and drive remarkable results. Don’t miss out on this opportunity to elevate your customer experience and make data-driven decisions. Request your demo now!