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5 Pillars of Successful Website Tagging Strategy

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4 Your tagging plan should be a readily-ac- cessible, living document. All professionals involved in analyzing or building your implementation should have access to the documentation to avoid duplicate requests for data or inconsistent data collection. And, you should establish a protocol for updating governance documentation. Reverse engineer a tagging plan If you don't have any documentation, you can use an Audit f rom ObservePoint to scan your current implementation for all existing technologies and reverse engineer it. You can also use ObservePoint's Rules to build and store a tagging plan in the format of rules, which allows you to vali- date the data collected during an Audit against expected values and alert you to any discrepancies. Tag management systems should be a cornerstone of every implementation as they are fundamental to the success of your data collection efforts, especially at scale. Every time your team deploys some- thing new, they need to go through the appropriate channels via a TMS. Some of the primary benefits of using a tag management system are that they: Provide agility and flexibility to large-scale implementations Collaborate with analytics and consent management software Reduce bulk or lag on your website Keep a handle on tags even when architects leave your company Conserve valuable development resources by granting access to analytics users to make changes themselves (with controlled review processes) However, the use of a tag management platform does open the possibility of mis- takes that impact your site's f ront-end experience via a "single point of failure" for marketing applications. Training and leadership are crucial to avoiding such mistakes. Less plug-and-play than you might think A successful TMS implementation will require time, money, and expertise. During the new implementation process, your team will need to learn the nuances of the tag management system and how its capabilities meet your business goals. Minimizing risks Other inherent risks present during your TMS implementation include impacts to your historical uptime and downtime trends, product release processes, disaster recovery plans, and overall business strategy. Tag Management System

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