Holiday Shopping Tip: Tag Management Systems

Holiday shopping season is fast approaching, leaving ecommerce companies little time to make their final performance tweaks. Third-party tags have frequently been the culprit of some of the most catastrophic outages of previous years’ holiday shopping seasons. As the number of tags that are used on web pages continues to increase exponentially, web page performance continues to suffer and tag maintenance becomes a nightmare.

 A tag management system can help address these issues and mitigate the business risks associated with them.

What is a tag?
A tag is a piece of JavaScript code on a web page which enables third-party tracking, analysis, or reporting. Google Analytics, Adobe/Omniture, and Webtrends analytics platforms are an obvious tag, but campaign analytics, audience measurement, personalization, A/B testing, ad-servers, retargeting, and conversion tracking services utilize tags as well.

What is tag management?

A tag management system makes it easy to manage the implementation of digital marketing and analytics tags. It replaces the multiple tags you’d typically have on your site with a single container tag and subsequently prioritize and “fire” individual tags according to business rules, navigation events, and known data. Google Tag Manager, Ensighten, and Tealium are some of the more widely known tag management systems in use today.

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