Real Time API for Tag Inspector

Lucas LongTag Audit, Tag Management

InfoTrust is very excited to announce Tag Inspector Realtime API. This incredibly powerful API will allow users to extract every single raw hit from our database. A hit is one instance of one tag loading. For example, if you have five tags load on the homepage then that represents five hits.

Unfortunately, discrepancies between the number of tags loading on a thank you page and back end credit card processing are a problem analytics consultants deal with on a regular basis. One of the most valuable use cases for this API is its ability to improve accurate measurement of marketing campaign efficiency.

For example, you need to make sure that the number of times your Google Analytics tag tracking your eCommerce transaction loads the same number of times each user’s credit card is processed. When you run Google Analytics reports, your total dollar value of transactions should match the dollar value of transactions from your credit card back end and from the database processing back end.

A common problem we encounter is that the number of transactions reported by the back end database can be 10-40% off from the transactions tracked in analytics on a thank you page. This data discrepancy can result in inaccurate measuring of marketing campaign efficiency. negatively impact future marketing decisions.

Imagine you have campaign XYZ bringing people to the website but, due to the aforementioned data discrepancies, you are losing 20% of all of your conversions on the thank you page. This means that you could easily be losing 20% or more visitors coming from campaign XYZ. Campaign XYZ needs to be credited for all of these unreported conversions.

Tag Inspector API

Without properly attributing campaign XYZ for all of their conversions on the thank you page, marketing may then under-invest in campaign XYZ. Without accurate data, marketing may continue investing in campaign ABC that is producing fewer conversions when it would be a more efficient use of the marketing budget to move investments to XYZ.

Tag Inspector Realtime API addresses this issue by tracking every single tag firing on a thank you page. Even without the API, we can set up validation rules to trigger an alert if the tag that tracks conversions on your thank you page does not load for every conversion.

Most of the time when we’re talking about pixels that need to run on a conversion page, those pixels do not run as-is. Those pixels typically have dynamic parameters and a tag management system that fires these pixels. Sometimes they’re hard coded directly in the source of the page. An organization will pass in fields like order ID, order total, and possibly all line items that make up your shopping cart – plus some additional information like taxes or shipping – into this conversion tag on a thank you page. When the reporting is done on the back end the analyst can see how many transactions are recorded and ensure that the order transaction ID is associated with each.
Tag Inspector Realtime can record all of these instances of a tag firing and then send a raw data export. This raw data shows that the tag loaded and what kind of parameters were passed into the tag. Our data export can show you that tag XYZ loaded and had order total blank, for example, 50% of the time on thank you pages and order transaction ID was blank 10% of the time.

Even though the tag loaded, some of the data required in that tag is missing on some of the pages. By being able to extract this data out of Tag Inspector at the raw data level, you know exactly how many tags fired on the thank you page and how many of those tags are missing required parameters. If reporting on required parameters is missing, then the data warehouse receives inaccurate data.

The analyst is able to get raw data from Tag Inspector and run reports against this data. The analyst will see how many tags fired on a thank you page, how many of those tags had transaction ID, order revenue or some other required parameter missing, and under what circumstances.
For example, maybe there is a technical problem with the page and order transaction ID is missing only on pages running on a certain version of a browser on a certain type of desktop computer or in a certain environment. Knowing this information we can go back to our IT team as marketers and say, “Here’s what we’re seeing. There is clearly an issue with the JavaScript on this page under those circumstances. Let’s now figure out how to fix it so that our conversion tags running on the thank you page receive 100% of the data.”

Finally, let’s discuss how we actually get the data from Realtime API. Our API allows us to query any number of parameters. For example, we can query only on certain pages to see what tags load or we can tag how many times a certain tag loaded on a specific page.

When you query this data, you get a compressed CSV file for faster data transfer. Once the CSV is downloaded it can be uploaded to any database.