Tag management

I use both Google Tag Manager and Adobe Launch to help organizations manage tracking and marketing tags on their website without modifying the source code, and without paying a developer for every change.

Why I use a tag manager

1. Efficient tag management. Tags are added and changed without extensive coding, which saves time and money.
2. Faster pages. A tag manager reduces the number of tags and snippets loaded on your site, which helps speed and performance.
3. Better collaboration. Several team members can work on tags at once, with versions and approvals.
4. Better data. It’s easier to track what matters, such as visits and conversions, and get insight into how the site performs.
5. Flexibility. Tracking and marketing tags can change quickly, so your measurement keeps up with your marketing.

How a tag manager improves optimization

1. Better data tracking. Funnel flow (even in a single-page application) and conversion rates by customer profile become easy to measure, which shows where to optimize.
2. Faster A/B testing. Tests can be implemented and managed without changing the source code, so they launch faster and you learn sooner what works.
3. Collaboration. Analysts, marketers and developers work in the same container, which streamlines the optimization process.
4. Flexibility. When a test or campaign changes, the tracking changes with it the same day.

For what happens with the data once it’s collected, see web analytics and A/B testing.