Tags are indispensable with the existence of a website or mobile app. So, the question is really not about keeping tags or not. The point is how to manage those tags. Tags are no longer about mere website analytics. There are more use cases emerging that compel a marketer to better manage tags. But, marketers face some challenges while using a tag management system.
We are going to address some of the most common challenges faced by marketers and those managing tags. And, how to smartly solve them.
Solved challenges of tag management
#1 Website loading … Slow to load
You want to track every blink and sniff every move of each customer. Treading onto this ambitious feat, marketers flush in tags on every page and track every event. It could give you all the necessary information, but you will see a new problem mushrooming. And, that is a poor lighthouse score, visitors dropping soon and abandoning, higher bounce rate, all caused by a loading icon flickering on the screen for too long.
Too many tags cause a poor load time. A matter of fact is that you don’t need all tags to be loading all the time. The issue of poor website load time can be fixed in a few ways.
- Tag audits
- Configure rules
- Smarter tag configuration
Feel free to discuss more on how to sort your slow website load time due to too many tags.
#2 Tags lost in the maze
Just like any other good intention, you go ahead publishing tags. But they are lost in a long-forgotten trail that has now become a maze for you to track. You do not know which of these are active, important, or privacy compliant. Instead of managing tags in spreadsheets and word pads with codes, a tag management system looks after the variables, rules of firing, and dependencies of each tag.
It not only helps to track the live tags but also fixes bugs with ease.
#3 Third-party vendors and data privacy
There is little control when a third-party vendor exceeds the privacy compliance restrictions. When they are just a handful of them, you may have someone to check every day, but how about a few hundred. With the obsession with tracking ads and our own customers outside the website, we would definitely allow third-party vendors. The intentions may not always respect user preferences. In simple words, integrating a site with multiple tags makes it susceptible to be putting its privacy at stake. And that’s why every associated tag will cause an increased loading time. In turn, the customer experience will get affected negatively. Also, the accuracy of analytics is reduced when the tags aren’t fired properly.
With tag management platforms like MagicPixel, you can whitelist and blacklist third-party vendors and their tags based on user preferences.
#4 Dishonest Affiliate marketers
Some of those tags floating around your website would also be track affiliate campaign efficacy and attribution. The recent browser restrictions and tampered affiliate tags together challenge the accuracy of affiliate marketing campaign tracking.
For eg, you might affiliate with an influencer for a campaign period of 3 months. Firstly, due to browser restrictions, you can’t track the true attribution of how many true conversions are happening from a specific influencer. Because after every 24 hours, or one week some browsers expire the cookie data stored. This not only takes away the customer data, but it also does not clarify if the influencer via the affiliate program deserves attribution or not.
Also, if you use the last touch attribution method, then the influencers may claim advantage of the clicks and conversions.
If your contract with Affiliate is commission-based on conversion, can you independently validate and verify the conversion metric claimed before disbursing the commissions? MagicPixel can help you here.
Applying best practices of any tag management system also helps is eliminating these challenges inherently. Magic Pixel has designed the best practices as fundamental principles into the platform to overcome all the above-mentioned challenges.
A tag management system like Magic Pixel helps you solve all these challenges as a marketer. Book a demo with us and solve the challenges of tag management to improve the performance of your website or mobile app, remain compliant, track and test tags, marketing attribution, or manage affiliate marketing campaigns.