Tagging Plan for your company: A guide for better website analytics

tagging_plan

What is a tagging plan?

A tagging plan is a document that contains information related to website analytics. It includes information about the technical implementations and the tracking systems that are being used on the website to track visitors’ comportment.

Every company and marketing agency should count on a tagging plan to ensure a good site’s tracking and measurement strategy. For this reason, the tagging plan should include information related to analytical tools, technical implementations, and tags to ensure a good data collection system on the website.

Why is it important to make a tagging plan?

Counting on a tagging plan is essential to ensure a good data collection on the website for each company or marketing agency. This document helps teams stay up to date about the analytical practices and, most importantly, know the technical aspects of the tagging implementations. 

Tags and pixels are constantly collecting information about the users on the page. These pieces of code gather information about the users’ interactions on the website, letting teams analyze users’ comportment and offer a better user experience to the visitors. 

Data collected by tag and pixels help companies and marketing agencies improve their campaign performance and make better business decisions. This is the reason why it is so important to count on a tagging plan that describes technical implementations, events and attributes to guarantee a good data collection on the website. 

It is also important to count on systems to validate tags and pixels performance, to ensure an accurate data collection on the website. For this reason, counting on a tag governance solution is as much important as having a tagging plan to improve the analytics on the website. 

A tag governance system monitors tags and pixels’ performance on the website to make sure they collect information properly. If any tag or pixel gets broken, or there’s any missing tag, it would alert the responsible to debug it and avoid any data losses. This solution helps collect meaningful and reliable data to improve strategic decision-making for the business. It also simplifies team collaboration, letting teams invest less effort in tags and pixels maintenance.

Steps to create a tagging plan

  1. Set the strategic company goals
  2. Indicate the tagging tools and the analytical solutions that you are going to use
  3. Implement tag management systems to track the events that help you measure goals
  4. Define the bases on events and custom attributes for your company
  5. Automatically check the tagging plan to ensure an accurate data collection on the website with a tag governance tool 

How to create a tagging plan?

It is important to cover the fundamental web analytics aspects of the tagging plan. It must include information about the implemented tagging solutions and its technical aspects to ensure a good data collection by the vendors.

The tagging plan is the main analytics document that details all-action require tracking and analytical implementations to ensure good data collection on the website. Each change could affect companies’ dashboards and decision-making processes. For this reason, when implementing or modifying any element regarding tracking or website analytics, teams must consult the latest version of the tagging plan

It is important to keep this guide always updated, so the teams can always stay up to date about the latest changes and avoid further problems or inconsistencies in the data collected. For instance, when a company creates or modifies custom attributes or dimensions, it should be immediately included in the tagging plan.

Content of the tagging plan guide

Every tagging plan should start with an index that numbers the versions of the document. Each documents’ update must be recorded on this index letting the team access the latest version of the tagging plan. Each update should include the date, the number of the version, a tiny description, and the responsible who has done it.

Secondly, it should describe global rules and corporate analytics practices. Every company has its own analytics system and it includes its own tagging events and dimensions or attributes that provide useful information about the user’s interactions with the website. As a part of the strategy, it is important to record on the tagging plan the naming convention standards and custom attributes for each event, so the whole team could apply them and ensure a good analytics collection system.

Once the bases are established, it is relevant to name the pages that have pixels and tags implemented, the tags, and its technical information. Plus, it should identify the tagging systems that will collect information on the website, such as Google Tag Manager, Tealium, or Adobe DTM, among others, and define where the code could be found on the website code. When any change or new implementation is required, the team can quickly find and fix or add a new code.

To accelerate analytics changes and ensure a good information collection system, a tag governance system should complement tags and pixels performance, being part of the tagging plan guide. This solution helps teams identify errors in values to ensure a trustable data collection, by avoiding collecting data in two different values which would risk companies’ decisions.

For instance, the tag governance system detects when the value that measures website language for English is “Eng” instead of “eng”. When it happens, this solution warns the team, who can quickly fix it and avoid errors in the data collection process.

A tag governance system also helps you validate tag and pixel implementations and performance, to make sure they are collecting information properly. In this way, the company can count on reliable information and data about customers’ behavior and improve the user experience on the website.

How to improve website analytics?

To improve the analysis of the data collection on the website, it is important to define the analytical strategy on the tagging plan. The tools and information collected are also part of the analytical strategy. The team can always create new dashboards to supports strategic decisions for the company or show any campaign performance.

Thanks to tags, it is possible to track clicks, time reading the content, or plays on a video, key events to improve the site’s performance. Tracking helps to understand how the user interacts with the website and improve campaigns and the user experience. That’s why it is so important to improve website analytics. 

To make sure the tagging plan is perfectly implemented, it is also relevant to count on a tag governance system to audit tags and pixels implementations and performance. This system monitors tag and pixels performance on the website through automatic tag audits. It detects elements that aren’t performing properly and tags that are not correctly implemented. 

Whenever this happens, the tag governance solution automatically warns the responsible for the tagging solution, asking to debug it, avoiding future data inconsistencies. A tag governance system is a solution for data-driven companies and marketing agencies, especially those who count on large websites, that help teams collect accurate data from the website to make better business decisions.

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