By Phylicia on July 20, 2012
Wrapping up Wednesday’s post on what tag management is by definition, today we’re going to take a quick look at what tag management is by function.
As you’ll recall, a universal container tag (UCT) is a master tag that manages all other tags you would normally embed in a page. Beyond controlling the firing logic of other tags, there are a number of other functions UCTs serve.
UCTs make it easy for non-technical marketers to manage tags by allowing tags to be tested, changed, added, or removed without having to go into the website. Instead, the tag management software used to produce the UCT has an easy to use interface which allows you to quickly see and analyze the performance of each individual tag. Once changes have been made within the software, you’re done. The UCT updates automatically,
Another function of the UCT is to provide more accurate data through the elimination of duplicate firing. Without the a UCT, multiple tags may fire simultaneously, giving credit for a single conversion to multiple sources. Tag management prevents this from happening by filtering the firing logic through the UCT to activate only the appropriate tags.
Studies have shown that for every one second delay it takes for a page to load, up to 7% of conversions can be lost. And with every tag you add, your page load time increases. By utilizing a UCT and having only one tag to load on a page, your load time decreases and your conversion rate should increase.
And there it is. Tag management by function allows marketers to easily make changes to tags and collect more accurate data while also enhancing the performance of a site (thus increasing conversions).
Now that we’ve covered the basics, you can dive further into what tag management can do for your marketing efforts by contacting us.