One of the best coaches I’ve ever had always used to say, “The will to succeed means nothing without the will to prepare.”
Now, while we can’t credit him with the quote itself, we can credit him with knowing the secret to succeeding in team sports.
He understood that without a sound game plan, our team stood little chance of achieving our overall goal: beating the competition.
The same can be said about marketing and tag management.
For example, if marketing is football, tag management is the coach’s game plan. Marketing tags are akin to the plays being designed and executed:
Marketing tags power online marketing and analytics. Without tags, you won’t know who visited your website, what they’re doing there, or why they left.
Conversion tracking, ad campaigns, customer insight tools and Google Analytics all run on tags.
Tag code is inserted into the "source code" of your web page or landing page. Here is an example of Google Analytics dynamic remarketing tag (highlighted in yellow):
The dynamic remarketing tag collects data, such as the IDs of the products or services that people viewed on your website, the types of pages viewed (such as shopping cart pages), and the total value of items.
Another type of tag is the Urchin Tracking Module, or UTM tag, which provides richer information about where traffic is coming from. Here’s what Brand.com looks like with three UTM tags attached:
Google Analytics will now record any user who visits the site through the above URL that come from ClickZ after clicking on a banner ad as part of the launch campaign.
Marketing campaigns encompass multiple applications like email, social media and online ads, and each has its own set of tags. Tag management is your game book, your plan for coordinating, executing and tracking all those plays — er, tags.
Tag management is handled through tag management tools designed to accomplish two main things:
Tag management puts the power in the hands of marketers, rather than web developers or IT, saving time while providing direct control over tag placement.
According to Econsultancy, nearly 75% of manually entered tags take more than a day to implement, and 47% require more than a week! Tag management cuts activation to less than a day:
Tag Management Systems (TMS) offer a platform to implement tags without manual coding by deploying one master tag across multiple applications. TMS uses an intuitive web interface to add, edit or remove tags in a fraction of the time it would take to do it manually.
Tags are essential for delivering appropriate advertising and tracking results. Tag management is crucial for optimizing tags. TMS offers solutions to common tag issues:
A chief benefit of using a TMS is the one-stop-shopping user interface. Marketers can edit tags across multiple mediums from one location. Other perks include:
For more information on using data layers for digital marketing, click here.
There are several TMS solutions available online. Here are three things to look for when selecting a TMS:
Anything you tag, you can measure. Display activity, email campaigns, social media posts, sharing widgets, and mobile app links should all be tagged. This information allows you to look across channels to analyze all aspects of your digital marketing efforts to see what is driving traffic and how to optimize accordingly.
Whether you use a tag management system or handle the coding internally, marketing tags are an essential element of effective marketing strategies.
Instapage is continuously adding to its collection of custom widgets and components for you to easily incorporate into your page, including tracking tags for external conversion pages. Tracking is especially important for A/B testing as you need to know which page drives better overall results.