I began my journey in the Digital Marketing space as a developer and one of my first tasks was to implement, these things called ‘Tags’ on a bunch of websites. Until then, my understanding of tags was only limited to the tags that I had seen in markup languages.
Being oblivious to the world of Web Analytics and Internet Marketing, I thought tags were just some functions that are calling an external script to send some data to an external source. But then the question was, why on earth are they supposed to sit on every page and literally every event (including scrolls and video plays)?
Eventually, I understood that these tags were not sending some random data to a data-mart, but that they were actually capturing all the user activities on the website. This may include the browser being used, the IP address of the device, the referencing page, time spent on page, content viewed, links clicked, etc. This data powers several other technologies like Analytics, Advertising, Website Optimization, etc.
Further investigation into Tags revealed that because of the capability of tags to communicate with the sites, they have gone beyond their native function of collecting data from the websites and can be used to enable the sites to talk to one another, to integrate third-party content, set cookies, etc.
- When a desired action takes place, the pixel image is requested from the server. These server calls can be used to identify where the pixel is located and can be counted to monitor the activities of the user.
The need for the marketing tags and their accuracy has greatly increased with the boom of digital marketing. It has become extremely important for digital marketers and site owners to ensure that all the required tags are correctly loading throughout their site. This allows them to follow their site visitors and monitor their behavior to optimize not only their website but to get maximum ROI on their digital marketing investments.
Does this make you curious if your site has all the tags correctly loading on it? Find out now by scanning your site using Tag Inspector.