A tag management solution is a tool that enables easy implementation of pixels (snippets of code) without the need to change any code on site. It also provides an easy user interface for organizations to effectively manage the pixels present on the site.
What are the benefits of a tag manager?
Some of the biggest benefits are with the ease of pixel implementation:
- Reduction in dev time: The pixel code can be put on the tag management solution rather than being put directly on the site
- Decoupling of pixel implementation from a website code deployment: Since pixel is implemented directly in the tag management solution, there is no dependence on the website code deployment schedule. A lot of organizations follow a code deployment schedule
- Quicker pixel implementation: Since the pixel codes are put on the tag management platform which does not follow a release cycle. Deployment of new pixels is as simple as pasting the code and hitting a submit for instantaneous deployment
- Quicker pixel edits and removal: Pixel update is as simple as going to the tag manager, updating the pixel (remove or change) and then hit submit. The changes are reflected instantaneously
- Pixels also enable easy implementation of custom data capture within the pixels: If there is a specific variable available within an HTML page, that value can easily be passed to a specific pixel without the need for dev work.
What are some of the tag management solutions?
There are a lot of tag management solutions. Below are some of the popular ones:
- Google Tag Manager – Free
- Ensighten – Not Free
- Adobe Tag Manager – Not Free
Does Tag Management solution require technical expertise?
Yes, it does require some level of knowledge for someone to implement accurately especially when you need pixels to fire based on specific actions/events like form submission or video view etc.
However, it does not require you to be a programmer or coder for you to be able to understand what needs to be done. Most of these tag management solutions do come with inherent detailed documentation that clearly highlight and indicate the specific steps that should be taken to launch a pixel, trigger event based pixel fires etc
What is the best way to build some expertise in tag management solution?
The best way is to make it a DIY (Do it yourself) project. Build a site, implement a tag management code (Google Tag Manager) on the site and add a google analytics pixel using this tag manager.
What should you consider, look for before you choose a tag management solution?
The main purpose of a tag management solution is to eliminate the need for additional dev work and bring agility in pixel implementation (either event based or pageview based). So, think about the below when choosing a tag management solution:
- Can it accommodate all kinds of tags from most of the major vendors
- Does it have detailed documentation on how to implement various pixels (event based and pageview based)?
- What does the pricing
structure look like?
- Pricing – some of them have a tiered pricing based on the number of pixel fires while others charge you a flat fee and a few others are free
- Your budget will often dictate the tag management solutions available
- Will your existing team be able to manage it or will you need to hire a specialist to manage the tag management solution?