The Importance of Tags and Tag Auditing Platforms


Data driven decision making is the trusted path followed by all businesses today. This data is collected by tags, which are essentially snippets of JavaScript code. They enable 3rd-party tracking, analysis, and reporting of websites. It is these tags which capture visitor behaviour, after which they profile and context the data on your website. Tags are also used to drop cookies on visitors so that you can re-target them with advertising, in future. Besides collecting data on web browsers, tags form the very foundation of digital analytics. Everything we see today, from analytics tools to digital marketing campaigns, runs on tags.

Tags on your website help to measure traffic, help you understand the impact of online advertising and social channels and can assist in optimising your online marketing.  Whereas too many tags, slow down the website besides posing a threat to its privacy. Duplicate tags along with tags which are not fired lead to inaccurate analytics. Missing tags, on the other hand, lead to missing data and this jeopardises the decision making process.

Tag Management Systems not only eliminate the need for hard coding, but also help generate better marketing solutions. A well architect-ed and effectively deployed Tag Management solution can boost a business in several ways. Such a Tag Management solution usually results in an increase in marketing agility, increased data accuracy and faster performance.

Tag Management Systems, however, are not the only solution. While data analytics relies heavily on Tag Management Systems, efficient Tag Management takes place only in the presence of an Automated Tag Auditing Platform. Tag Auditing Platform crawl through the site or through a specified path, identifying broken tags and reporting any missing ones.  The way these tags are implemented is also assessed. A Tag Auditing Platform should also be able to identify duplicate tags in every crawl. This ensures that the data is not only trustworthy but also optimises the decision making and execution processes. This leads to higher returns as a result of improved user experience on your website.

Website auditing and Tag Management have become key features in determining the performance of any website.  The tools and features we are empowered with today help us quickly detect and eliminate all possible downtime errors. These tools today help in not only monitor the health and performance of the website but also tell you which tools and tags are either missing or are not needed. Conduct an Automated Audit of all pages on your website and observe the health of tracking by checking the tag presence and code errors using the powerful Tag Auditing Platform, Falcon.

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