Monitoring your website tags and mobile app tags can be a complicated process. More than hundreds of tags are implemented across different web pages or app events, at a given point. It is nearly impossible for a marketer or a tag implementor to track all these tags manually. Marketers and data analysts need an automated and intuitive tag governance mechanism. So, what can an intuitive tag governance mechanism with automated audit cycles do for you?
- Schedule tag monitoring cycles that collect accurate data.
- Bridge in-built tag governance systems to safeguard your customer’s PII.
- Raise flags of any anomalies that get detected.
- Provide proactive anomaly detection using historic data aided by algorithms.
Tag governance is everyone’s job
For better tag management, you need to determine who will be in charge of what. Ideally, your tag management team would be structured to for someone to do each task:
- Make changes in the tags.
- Watch over security issues and concerns.
- React to performance issues.
- Maintain the master tag lists.
- Internal governance to look after poor tag management practices.
Despite creating a cohesive team to manage your tags, loose ends are bound to surface. A team is not enough. Your tag management solution’s poor design and lack of an in-built tag governance mechanism also cause website performance issues. Lack of a proactive and intuitive tag management system defeats the goals of your marketing and data teams. In turn, making it difficult for your team to manage and monitor tags.
“Don’t let your legal teams go into investigation loops.”
Earlier, tags were seen as a way to avoid frequent interaction with the IT teams and programmers when a technical issue would arise. There’s no denying that a correct tag management practice allows the non-tech-savvy team to assess the website performance, update tags, remove old tags, and generate analytics. However, managing & monitoring these tags isn’t easy.
Poor tag governance can put sensitive information of your customers at stake. It can result in data leaks to third-party apps and trackers.
Tag governance and user preferences
Besides, it hampers your website performance. Tag governance is all about assigning the tag management responsibility to skilled professionals. It helps you determine who has access to make changes to the tags, who will publish these changes, the coding standard, how frequently the tag management system is audited, and more.
Governance is enforced on the data shared with third party providers and partners. Your legal team starts inspecting every single tag. Data coming from these tags belong to the users in a way. When a user chooses a ‘Do not sell’ option, you can simply write an exclusive logic to suppress the tag. The TMS will determine whether to fire the tag or not based on those rules.
Magic Pixel provides the capability to blacklist external vendors from publishing restricted user data under the ‘do not sell’ preference in an easy to use interface through a few clicks.
Tag Audit Cycle
As mentioned before, tag management, if implemented improperly, can cause many performance issues. These issues can plague your website and affect the customer’s experience. The common issues that occur from a poor tag implementation are duplicate tags, outdated and old tags that have not been removed, third-party software accessing data, tag piggybacking, and broken tags.
“Tag auditing helps you check and update the old tags.”
Tag managers have to also deal with ‘Time to Live’. Most tag managers don’t have an in-built auditing process or a solution of automatically eliminating junk tags. Magic Pixel allows you to set an end date for each tag. You receive alerts a month before a tag is set to expire and are provided with an option to extend the end date for the tag.
Also, conduct a website audit to check the areas that are hampering the tag functions. Make sure the Tag management solution is implemented based on the technologies on your website.
We recommend other best practices that can ease out your tag management. Follow this series of Tag management Best Practices.