How to improve teamwork on web tag management

What is a web tag?

A web tag is a piece of code that helps teams track users’ behavior on the page. It is a tracking element that offers information about how users interact with the website. Users’ data drive companies’ strategy, therefore it is so important to ensure a good collection on the website.

Who manages web tags?

Web tags and pixels are commonly managed by the marketing, technology, and analytical teams. People from these three teams are in charge of implementing these pieces of code and track their performance to make sure they are collecting accurate data of users’ comportment on the website.

On the one side, technology teams are in charge of tag management systems’ implementation on the website. They add the tag management systems’ code to start collecting data from the website. Before implementing any tool, the technology team must consult the tagging plan. On this guide, it is described every action and process related to website analytics.

Once the systems are implemented, the marketing and analytical teams collect this data on its analytical systems and build reliable reports and dashboards that lead them to jump into conclusions. It helps them improve marketing campaigns and offer a better user experience.

While marketing visualizes the data collected from the tag management systems in website analytics tools, technology and analytical teams are in charge of the web tag and pixels’ monitoring. These teams make sure that the pixels and web tags are collecting the information properly, and there are not duplicated or missing tags to avoid future inconsistencies.

How to improve teamwork on web tag management 

It is extremely important to simplify collaboration between marketing, technology, and the analytical team to ensure a good data collection process. Having an effective process helps teams accelerate analytics changes and avoid data losses on the website, investing less time and effort in tags and pixels maintenance.

To achieve a better organization on web tags and pixels, it is essential to count on a tag governance system that centralizes information about the tag management and analytics systems on the website. This solution tracks web tags and pixels performance and offers technical information about the tracking elements on the website, to ensure good performance. It is an essential tool for teams who want to improve teamwork because it centralizes information in one source of truth.

Through automated scans on the website, this system validates web tag and pixels’ performance to make sure they are collecting information properly. Whenever a tag or pixel gets broken, the tag governance solution notifies the responsible to avoid any data losses. It also offers information about the tags and pixels implementations on the website, offering visibility about where the tags and pixels are implemented, and what kind of data are they collecting.

Furthermore, a tag governance solution helps teams boost security on the website. By doing a tag audit of the website, this solution offers visibility about the tag management systems and pixels implemented on the website and helps detect unauthorized tags and pixels.

How to implement a tag?

Any change in tags and pixels has to be according to the tagging plan, and also notified to the whole team. Whenever the marketing team wants to make any change on the website, it must be followed by a change in the analytical tools, to ensure the data keeps being collected accordingly.

To easily implement tags and pixels, marketing teams should offer technology a document where to find tag and pixels’ changes. For its part, technology will implement and notify the marketing team about the changes on the web tags and pixels, and will also test these new implementations to make sure they work accordingly. The marketing team will verify the implementation and make sure data is being collected properly on the website analytical tools. 

This process takes a lot of time both teams. Fortunately, there’s a way to accelerate this process, through a tag governance system. Let’s see how can we accelerate tags and pixels in an effortless way.

How to accelerate web tag implementation

To accelerate tag and pixel implementations, marketing and technology should align efforts and count on a single source of truth that helps recognize implemented systems on the website and gain visibility on tags and pixels’ performance.

By counting on a tag governance system, both teams can always have visibility of the website tags and pixels implemented. It helps teams ensure an accurate data collection on the website and to boost security by avoiding that unauthorized website tagging system collecting information on the site.

Whenever a change is required to improve the user’s performance tracking on the website, the marketing team will easily share a document with all the required changes and ensure they are correctly implemented through the website. The technology team will receive a document with all the technical information to simply apply them and make sure they are working and correctly implemented. This is key to accelerate analytical changes on the website.

On one side, marketing could always count on trustable data collected from the website and technology can access updated information about the status of tags and pixels. Every time a tag or pixel gets broken, the responsible will receive an alert with all the information about the broken website tag or pixel in order to debug it and avoid data lost that could risk the marketing strategy.

Broken tags: Keys to accelerate the debugging process

Most times, the tags and pixels that are offering valuable information for the company, gets broken. These pieces of code stop collecting information and risk company decisions. It is so important to validate that they work and collect data accordingly, to avoid data losses. Counting on a tag governance tool is essential to ensure a trustable data collection for the company. This tool gives the team visibility about the performance of the implemented tags and pixels on the website, and also its technical information.

A tag governance tool like Datail helps control the web tags and pixel performance and notifies the responsible whenever a tag or pixel gets broken. Through an alerts system, the tag governance solution notifies the responsible whenever a tracking element stops collecting information. Teams can avoid missing tags, duplicates tags, and web tags that are not correctly implemented, to ensure an accurate data collection.

It simplifies collaboration between teams, who can centralize tags and pixels performance from a single source of truth, to guarantee an accurate data collection. Teams can directly download information from the site. A tag governance solution also offers the team a CSV where to find all the web tags and pixels information. In this way, technology can easily correct broken tags and accelerate analytics changes to guarantee a trustable data collection on the website.
Start simplifying collaboration between marketing and technology teams and accelerate analytical changes on the website. Start with a tag governance system here.


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