Pixel tags and tag management
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a quick overview of pixel tags and tag management systems. What they are and how it aids a digital marketer
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Pixel tags and tag management
- 1. Pixel Tags and Tag Management Image - http://marketingland.com/tag-management-care-95113
- 2. What are Pixel Tags? • A small block of code on a webpage that can read and put cookies when a user visits the web page • A 1X1 pixel transparent image • Web page is served from the site’s domain while the image is served from the tracking server’s domain – This allows the tracking server to read and record the cookie with the unique ID and the extended information it needs to record.
- 3. What can be collected using a tag? • User Context – Implicit information (IP, browser id, referrer) • User Profile – Anonymous data (Profile ID, Targeting criteria) • User Behavior – Visitor data (Views, clicks, time spent) Source - http://www.signal.co/resources/tag-management-101/
- 4. Tags - Examples • Site side analytics • Search marketing • Ad serving • Affiliate marketing • Behavioral marketing • A/B testing • User experience • Audience measurement • Display advertising • Customer support
- 5. Sample Tags
- 9. Tag Managers – Value Propositions • Marketing v/s IT • Faster load performance • Versioning & Process efficiency • Flexibility
- 10. TMS Architecture – High Level Client Side Server Side Server-to- Server
- 11. TMS Architecture – High Level 1B 2 3 1. Browser request A. Request goes for content B. Request for tag logic 2. Client-side tag rules are downloaded and cached in the browser for subsequent page loads. The initial large file can followed by multiple smaller requests 3. Tags are executed in the browser and requests containing tracking data are sent to various vendors. 1A
- 12. TMS Architecture – High Level 1B 2 3 1. Browser request A. Request goes for content B. Request for tag logic 2. Vendor tags are downloaded 3. to the browser.Tags are executed in the browser and requests containing tracking data are sent to various vendors. 1A
- 13. TMS Architecture – High Level 1B 2 3A 1. Browser request A. Request goes for content B. Request for tag logic 2. Vendor tags are downloaded to the browser. 3. Tag Requests/Firing A. Tags are fired from the server for selected integrated vendors. B. Tags are executed in the browser and requests containing tracking data are sent to various vendors. 1A 3B
- 14. Data Layer • JavaScript object • Repository for structured data / objects in key value pairs – a common dictionary for all digital marketing applications – A unified method of porting the data to various vendors
- 15. Data Layer – Practical Examples • Analyzing the number of abandonment carts above $200 • Fire a remarketing tag whenever a user purchases for more than $50 • Understand when is the right time on a day to post an offer • You have only 3 more free articles to read in this month
- 16. Data Layer - Examples 1. Prepopulate values in dataLayer <script> dataLayer = [{ modelCategory: 'SUV','Sedan' modelYear: '2015','2014','2013‘ modelCompany: ‘Honda’,’Hyundai’,’GM locationCity: 'NY', 'NJ' ... }]; </script>
- 17. Data Layer - Examples 1. Prepopulate values in dataLayer <script> dataLayer = [{ modelCategory: 'SUV','Sedan' modelYear: '2015','2014','2013‘ modelCompany: ‘Honda’,’Hyundai’,’GM locationCity: 'NY', 'NJ' ... }]; </script>
- 18. Data Layer - Examples 2. Javascript push into the Data Layer <a class="primary-button" href="#SUV" onclick="dataLayer.p ush ({ 'modelCategory' : 'SUV' 'modelCompany' : 'Honda'});">Enquire</a> <head> <script> dataLayer=[]; </script> </head
- 20. TMS Vendors – Differentiators Technical aspects Ease of deployment Ease of usage Support and services Extensions
- 21. TMS General TerminologiesAccount Container1 Vendor Tags Triggers Variables Built-In User-Defined Operators Values Container 2 Vendor Tags Triggers Variables Built-In User-Defined Operators Values
- 22. GOOGLE TAG MANAGER • A Short preview
Editor's Notes
- Image - http://marketingland.com/tag-management-care-95113
- Implementing a pixel tag / web bug– http://www.irongeek.com/i.php?page=security/webbugs
- Source - http://www.signal.co/resources/tag-management-101/
- From Google Images Signal was previously BrightTag
- Often analytics, advertising, user behavior are driven by Marketing department; but website is owned and managed by IT department Ability to manage tags outside of website development and code release cycles TMS systems deliver the greatest gains to process efficiencies, reducing the effort, resources, and time required to add, edit, and remove tags from sites (Forrester 2012 report) Tag management allows companies to adjust to country-specific privacy laws (Tag Management Buyer’s Guide Econsultancy) Screenshot of Tealim IQ (Adding_Value_with_a_tag_management_solution-AVIS Group.pdf)
- Source – Cognizant A Tag Management Systems Primer http://tealium.com/blog/standard/why-the-client-server-model-for-tag-management-is-going-obsolete/ https://www.ensighten.com/blog/debunking-fud-part-1/ Client Side – GTM (Container tag based), Adobe DTM, Tealium Server Side – Ensighten Server / Server – Tealium, Ensighten
- With client-side conditionals, the rules are deployed within the JavaScript file that is downloaded from the TMS servers to the client-side browser. This file is cached for subsequent page loads, reducing the need for communication between browser and server. File size increases as rules are added, which can result in increased page weight and decreased site speed
- In this model, conditional logic is processed by the TMS server. Once a small JavaScript file is downloaded from the TMS server, a dynamic request is generated and returned to the TMS server. Based on the tag rules created within the interface, only the necessary vendor code is then loaded into the browser. Subsequently, tags are executed within the browser and data is forwarded to the respective vendors
- In addition to server-side conditionals, cloud connectivity with selected partners allows for data to be communicated directly between the TMS server and vendor servers. This reduces the number of requests fired from the browser, where integration is an option While there are some performance advantages to this approach, there are potential issues that should be considered. For instance, a lack of vendor support and issues around visitor ID cookie sharing are common with the server-to server model. Additionally, data contained in the server-side calls can be difficult to validate and will not be seen using a standard browser-based debugging tool.
- http://tealium.com/blog/standard/best-practices-implementing-data-layer/ http://abhishek-tiwari.com/post/standard-data-layer-for-customer-experience https://developers.google.com/tag-manager/devguide?hl=en_US https://developers.google.com/tag-manager/devguide
- Google Tag Manager pushes a certain set of values to the data layer of web applications by default. These values are: gtm.js – Pushed to the data layer as soon as Google Tag Manager is ready to run. gtm.dom – Pushed to the data layer when the DOM is ready. gtm.load – Pushed to the data layer when the window is fully loaded.
- If CARS wants to show ads to users who have previously visited a particular category and model make, they could create a trigger based on a page view. This trigger could add a condition that the variables {{modelMake}} and {{location}} be equal to the Sedan and NY. When this condition is true, the trigger will fire a tag that shows Sedan model in NY.
- The second way of populating data is to use a Javascript method to push values from your web page into the Data Layer directly. For example, an eCommerce site has a shopping cart where users can add trips asynchronously without needing to refresh the page.
- E Consultancy – Tag Management Systems Buyer’s Guide
- Technical aspects Platform down-time Disaster recovery and redundancy Use of content delivery networks to support global deployments Ease of deployment On-demand, on-premises or hybrid deployments Implementation methods (client side v/s server side) Support and Services Ease of usage Templates, pre-defined tags Workflow administration Reporting & analytics Extensions API support New tag supports Cross-device support Based on Forrester report 2012 -The default option for all vendors is on-demand, but several vendors support on-premises and hybrid deployments — where the client selects the location of the script code file. On-premises and hybrid options may appeal to organizations from regulated industries with significant security concerns. Both options require JavaScript tags, but the designation refers to where most tags are fired, either at the browser or server level. https://www.captechconsulting.com/blogs/choosing-a-tag-management-system-6-considerations
- Triggers ~ Rules Variables ~ Macros Variables can be static (Eg: GA Account ID) or dynamic (Eg: page url which will be populated run time for each user) or transactional (Eg:cart quantity)
- http://www.slideshare.net/liip/google-tag-manager-an-introduction GTM Container snippet needs to be pasted in every page after the opening <body> tag