In order to deploy, measure, and optimize any change to improve your ecommerce results, capturing the associated data with every user and action is critical. You can't improve what you don't measure. Worse, if you restrict what you do measure, you can make decisions to the detriment of your online sales.
As Softcrylic, a vendor-neutral Data & Analytics player states, tag management serves Digital Marketers’ with advanced insights on visitor tracking, behavioral targeting, remarketing, personalization and data validation.
What is a Tag?
Tagging is ubiquitous with both inserting scripts as well as capturing data associated with your site. Analytics platforms capture dozens of tags with a basic installation. Unless you integrate data to capture in your e-commerce platform, though, many more critical tags are missed.
This infographic from Softcrylic details the tags you should deploy on your e-commerce home page, shopping page, product page, cart page, checkout page, and confirmation page.
They also provide best practices on implementing tagging, including:
- Tag Management Audit – Tag Auditing is a timely, systematic evaluation and automated quality assurance of tags to efficiently identify and fix broken tags, firing behavior, frequency, data accuracy and data leakage.
- Data Layer-Driven Tag Management – Implementing a well-architected “Data Layer” helps Tag Management Systems to gain ultimate control, flexibility, and reliability with data exchanges across platforms and custom rule-based firing of tags.
- Balancing Piggybacking Tags – Piggybacking is a double-edged sword. It helps in better retargeting. However, when not handled well, it could increase page load time, compromise data security and tarnish brand reputation.
Here's the infographic. You can download the PDF from Softcrylic.