Friday 3pm. The telephone in the IT department rings: “Hi, this is Katja from marketing, Could someone please install the new remarketing pixel in the shop for the Halloween campaign? You are the only ones with access to it. I’ve just sent out the info by mail. It’s really urgent, seeing as we want to launch it on Monday“.
This woman isn’t going to make any friends: Tight deadlines, no quality control and all that on a Friday afternoon…
Surely there must be another way? Well of course there is! Please put your hands together for “pixel management” with a Tag Manager. So what is tag management?
In online marketing third party code (mostly small java script or HTML-snippets) is normally used in order to access additional functions such as web analytics or conversion tracking.
A tag manager combats this wilderness of single code snippets by replacing it with a single “so-called” container. Within these containers individual tags e.g. for web analytics, retargeting or A/B tests can be triggered according to different rules. These can be triggered because of data collected on visitors, information on the website or simply because of business rules.
You no longer need to access the programming of the website in order to amend or add tags as this is done through a user interface similar to a content management system (CMS). This allows you to access the system without an in-depth knowledge of programming. Many tag management systems have several templates for frequently used tags at their disposal, such as large retargeting or affiliate networks. So far, so good: But why do you need it?
You should have a tag manager if
you want less hassle swapping and integrating new code snippets.
you want to manage all code snippets in a central interface.
you don’t want to be tied to release cycles from IT.
you have to comply with data protection and compliance.
you want to speed up page loading time.
In a nutshell: If you want to react quickly, dynamically and also safely within Online Marketing, then you should consider a tag manager, such as econda’s Tag Manager as an excellent alternative to the Google Tag Manager.
To take the example of the Halloween campaign:
Same Friday, 3pm: Katja integrates the new pixel in the tag manager herself using copy and paste and tests the function directly in the test system. Happy with the result, she activates the new pixel in all the online shops ready for the start of the campaign on Monday.
Find out how and why a tag manager is suitable for use as a cookie switch in the second part of our series on tag management. Until then: Happy Halloween and have fun with pixel management.