Tag Monitoring or Tag Management: What’s the Difference?
February 8, 2016 – Evidon Team
Learn how tag monitoring partners with your tag management system to give you further insight into real user metrics, tag performance, security leaks & more.
Finding the root cause of poor website performance can be a bear if you can’t “see” what is drastically slowing page loads. As the head of eCommerce, searching for the unknowns often increases mean time to resolution for your WebOps team, which in turn can lead to lost revenues for you when buyers have trouble navigating your site or find it too slow.
In a competitive environment where a 1-second page delay could cost your company $2.5 million in lost sales a year,1 you can’t afford to spend hours or days figuring out what went wrong happening on your site.
Researching the problem, you might have learned that marketing’s desire to capture more information from customers visiting your site has led to many adding third-party technologies – often known as tags – to the site, with some using upwards of 70 different technologies. Tag management software, some have postulated, might solve the problem. But tag management is not a silver bullet. It merely provides you with what amounts to a tag outline. Tag management works best in concert with a solution that can provide deeper analysis including how a tag is performing on your site.
What’s the difference?
Tag Management software helps you “manage” all of the third party technologies running on your site, essentially helping you make changes to the tags and showing you that they exist on your site.
Marketing Cloud Tag Monitoring software, on the other hand, allows businesses not only to “manage” these third partying marketing technologies but to improve data governance, site performance, and vendor management. The devil and difference, it turns out, hides within the details under the word “manage”.
Do you just want to know that the tags are there or what they are doing?
5 Things Tag Monitoring Does that Tag Management Doesn’t
Tag Monitoring allows you to see real user metrics. Tag managers will only tell you whether Java code exists on a site. With tag management, you can see what someone did, such as purchase a tomato, but with tag monitoring it’s like you see she what she bought and then what she did, maybe making spaghetti sauce with it, for example.
In particular, Evidon MCM does this using a combination of synthetic scanning across a website along with real user monitoring through its browser extension.
Tag monitoring allows you analyze tag performance not just place tags. Tag management software allows you to see that a certain third party technology exists on a site. Tag monitoring can tell you not only that it is there, but what its performance is. For example, Evidon MCM’s Trackermap provides a color-coded latency view allowing you to see exactly which tag is slowing your site. Small green circles reveal a latency of 0-100 milliseconds (ms), while larger yellow circles tell you latency is in the 100-500ms range, and gigantic red circles reveal huge problems of latency of over 500ms. If you’re trying to figure out exactly which third party technology is slowing your website’s performance, all you have to do is look at the Latency Map to quickly solve the problem.
A tag monitoring solution provides benchmark against the average performance for specific tags across the web. Tag managers do not. Why is this important? Would you like to know what third party technologies are running on a competitor’s site? Or whether your site was much faster to use? Evidon MCM allows you to see performance of tags across many sites, not just your own, and allows you to benchmark performance against those sites.
Tag monitoring can uncover security holes and leaks. In age where privacy of personal information, security and governance are hot topics, eCommerce managers need to know where potential security holes and problems are. Evidon MCM does this two ways: first, it shows you all the hidden tags, those various departments may have forgot to delete when a campaign is over and “hidden” third party tags that you didn’t know were there. Secondly, it reveals non-secure tags, or those that may be passing along sensitive information to other companies through contractual arrangement you or marketing might not have known about.
Tag monitoring allows you to assign ownership to tags for internal accountability and better governance. The average secure web page deploys more than 35 vendor technologies while leading commercial websites average more than 70 vendors. The high number of third party technologies running on pages is alarming when you discover that most website managers are aware of only half of their vendors, and directly manage less than 25 percent. MCM helps you categorize tags and keep track of who is responsible for them, which greatly speeds mean time to resolution when trying to fix website performance issues like latency.
So the question bears repeating: Do you just want to know that the tags are there (aka tag management) or what they are doing, with Evidon MCM?