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Tag Management Overview
9.28.16
Confidential property of Tag Inspector. Not to be disclosed, reproduced, distributed or used for any unauthorized purpose
without Tag Inspector’s prior written authorization.
2016 InfoTrust, LLC. All Rights Reserved.
About Tag Inspector and Your Presenter❏ Tag Inspector is a product of InfoTrust, LLC
❏ InfoTrust
❏ Web analytics, tag management, and product development
❏ 2,000+ sites analyzed and supported annually
❏ 30+ digital marketing and training programs a year
❏ Offices: Cincinnati, USA and Dubai, UAE
❏ Presenting
❏ Lucas Long, Tag Inspector Product Manager & Tag Management Consultant
Agenda❏ Tags and How They Work
❏ Troubleshooting Tags on a Website
❏ Tag Audits
❏ Creating a Tag Governance Policy
❏ When to Migrate to a TMS
❏ Ongoing Monitoring of Tags
❏ Summary and Q&A
Tags and How They Work
Tags and How They Work
Tags and How They Work
Agenda❏ Tags and How They Work
❏ Troubleshooting Tags on a Website
❏ Tag Audits
❏ Creating a Tag Governance Policy
❏ When to Migrate to a TMS
❏ Ongoing Monitoring of Tags
❏ Summary and Q&A
Toubleshooting Tags on a Website● Manual
○ Network Requests
● Plug-ins
○ Tag Explorer, Ghostery, Platform-specific
● Automated tools
○ Tag Inspector, ObservePoint, Hub’Scan
Toubleshooting Tags on a Website - Manual
Toubleshooting Tags on a Website - Plug-ins
Toubleshooting Tags on a Website - Plug-ins
Toubleshooting Tags on a Website - Automated Tools
Agenda❏ Tags and How They Work
❏ Troubleshooting Tags on a Website
❏ Tag Audits
❏ Creating a Tag Governance Policy
❏ When to Migrate to a TMS
❏ Ongoing Monitoring of Tags
❏ Summary and Q&A
Tag Audit
Tag Audit● Current
○ Tags present, loading behavior, data collected
● Gaps
○ Areas for improvement - new tools to use, remove, data
gaps
○ Needs of the business
● Future State
○ Where do we need to get to?
Tag Audit
Agenda❏ Tags and How They Work
❏ Troubleshooting Tags on a Website
❏ Tag Audits
❏ Creating a Tag Governance Policy
❏ When to Migrate to a TMS
❏ Ongoing Monitoring of Tags
❏ Summary and Q&A
Tag Governance Policy❏ What it is
❏ List of allowed, not allowed, and required tags
❏ Requirements for each tag
❏ Documentation for each tag
❏ Format
❏ Tag requirements
❏ Standards for new tags
❏ Intake and approval process
❏ Information to include
❏ Location of each tag
❏ Data being collected
❏ How each tag should be deployed
❏ Implementation documentation
Creating a Tag Governance Policy❏ Reviewing tags in use
❏ Tag inventory
❏ Business requirements
❏ Legal/security review
❏ New tag additions & approval process
❏ Formal request process
❏ Tag documentation
Agenda❏ Tags and How They Work
❏ Troubleshooting Tags on a Website
❏ Tag Audits
❏ Creating a Tag Governance Policy
❏ When to Migrate to a TMS
❏ Ongoing Monitoring of Tags
❏ Summary and Q&A
When to Migrate to a TMS
Yesterday!
Migrating to a TMS
● Many solutions
○ Ensighten, Tealium, GTM, DTM, Signal
● Take load off developers
● Governance considerations
● Agility
Migrating to a TMS
● Migration plan
Migrating to a TMS - Tips
● Leverage the central data layer!
● Know the strengths & weaknesses of your tool
● Focus on the tags you can control (those loading directly on
your source)
● Consider the other platforms you are using
Agenda❏ Tags and How They Work
❏ Troubleshooting Tags on a Website
❏ Tag Audits
❏ Creating a Tag Governance Policy
❏ When to Migrate to a TMS
❏ Ongoing Monitoring of Tags
❏ Summary and Q&A
Tag Addition & Approval Process
Tag Addition & Approval Process
Ongoing Monitoring❏ Manual Review
Ongoing Monitoring❏ Automated Solution
Ongoing Monitoring❏ Automated Solution
Ongoing Monitoring❏ Automated Solution
Ongoing Monitoring❏ Automated Solution
Agenda❏ Tags and How They Work
❏ Troubleshooting Tags on a Website
❏ Tag Audits
❏ Creating a Tag Governance Policy
❏ When to Migrate to a TMS
❏ Ongoing Monitoring of Tags
❏ Summary and Q&A
Questions?
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