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Why e-tailers should care about tag management

Why e-tailers should care about tag management Jon Baron

The end result of good tag management equates to website efficiency, which yields less wasted resources, better business performance, and increased conversions. However, websites pose challenges that can compound for marketers. Retargeting efforts are too often not scalable enough, and affiliate marketing benefits are hardly taken advantage of in the fullest degree. What can internet retailers do about this?

E-tailers can solve this conundrum by investing in a tag management system (TMS). Inevitably, marketers need more technology to drive their websites and digital advertising (for customization, page load speeds, marketing attribution, analytics, etc.), which leads to potential issues with how multiple data points are processed. Effectively managing tags helps retailers combat site speed and attribution issues that arise from implementing more technology and ensures seamless data flow.

Efficient tag management can streamline and simplify many problems in order to maximize efficiency for marketers. For instance, we find many e-tailers have a hard time de-duplicating their affiliate marketing against owned, earned, and other paid media. Managing all tags through a TMS alleviates this issue.

Here are additional best practices on maximizing the efficiency of e-commerce websites and how tag management can help:


  • Retargeting should not be a binary practice, but using advanced retargeting methods to personalize your advertising requires complex data collection to power dynamic creative technology and qualify ad impressions.

  • Make sure you have the right infrastructure to test multiple technologies. You can use your use your TMS to set the appropriate rules for A/B testing. For example, you can build unique cookies pools to test retargeted ads. Also, you can determine the overall incremental uplift from vendor retargeted activity and adjust the credit you give them accordingly.

  • Know that your privacy concerns are being handled by someone who is OBA compliant and can properly provide solutions, such as universal opt-outs, in a manner that you won't have to worry about.

Affiliate marketing

  • Track online marketing from a single platform to minimize problems and maximize efficiency.

  • Make sure to have your conversion path tracked precisely so marketers can better understand the influences behind activity.

  • Realize that tracking payments and analyzing activity alleviates issues around paying multiple affiliates fairly.

Common pitfalls

Too often, marketers run into the same problem over and over. Here are some common challenges and how to avoid them:

  • Companies are implementing tag management systems just to have one in place, which is not an efficient use of resources. E-tailers must implement a tag management system that is tailored to their specific business needs.

  • Companies are adopting tag management systems that don't operate on a single platform. Proper tag management should streamline and simplify tag management initiatives. The user interface needs to be easy to use in order to avoid unnecessary downtime troubleshooting issues.

  • Falling into the dynamic tagging trap -- don't do it. It will lead to functional and temporal dependency. The page structure will change and the data collection will be compromised. It causes the page to be loaded before the data items can be identified and captured. This can inhibit the full firing of tags at the top of the page. Also, the more work the TMS is doing in the page (e.g. crawling the page, identifying page elements, pulling in the data values) will increase the loading speeds of the core page.

The growth of e-businesses and e-commerce conversions is directly correlated with the growing importance of control over cookies and tags. Just because it is a difficult problem to manage doesn't mean it can be avoided. Furthermore, there aren't workaround solutions -- throwing people and resources at the problem won't alleviate the pressure on the marketer to drive conversions and do it efficiently. E-commerce companies can't afford to be left behind by the competition

Jon Baron is the CEO and co-founder of TagMan.

On Twitter? Follow iMedia Connection at @iMediaTweet.

"Online shopping or internet shop" image via Shutterstock.

As CEO and co-founder of TagMan, Jon is responsible globally for the company’s vision, strategy and growth. Jon is a veteran in the digital media industry. His career in the space began in 1997 as an early member of the IAB, running networking...

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to leave comments.

Commenter: william jarrrroooo

2012, August 29

Running a business is not a very difficult thing to do, but running it successfully surely needs some tremendous efforts on your part.