I’m speaking at the Marketing Analytics Summit about marTech tracking and how to keep tags from causing problems on your site. In true Jenn fashion, I have way more that I want to convey than I can possibly cram into my 30-minute presentation, so I have a series of blog posts to store all the practical takeaways:
- What I mean by “marTech ecosystem health”, and why it matters
- How to measure the impact of your marTech ecosystem on your site
- A look at marTech impact on some major sites
- A will-never-be-complete-but-still-helpful mapping of marTech domains to vendors
- A free excel download that shows you how to easily export information about domains on your site from webpagetest.org, then analyzes those domains to show you their impact on your site.
- Tagging Best Practices
- Only use one TMS
- Server-side Tag Management
- TMS Extensions/Tag Templates/Plugins vs copying-and-pasting to custom code
- Put tags as low on the page as possible
- Use JS Comments (no blog post on this, because it’s fairly self-explanatory. Just… do it.)
- Modernize Tags
- Deduplicate tags/scripts/events
- Use helpful naming conventions for Rules/Tags/Triggers/Actions. Include “meta” data about the tag directly in the tag
- Auditing
- Keep a tag inventory
- Use tools like ObservePoint and TMS container exports
- Need help mapping domains? I’ve got you covered
- How to govern going forward
- Create an official “MarTech Tag Request” process
- Document a “pixel menu”
- Set some guidelines for what tags you deploy
- Establish a follow-up cadence
If there is one thing I hope folks take from my presentation, it’s to do something now. You don’t have to wait until you have a ton of resources to do a full audit and clean up. Do what you can, when you can. Implement standards for tagging going forward. Even if it only helps a few tags, your future self will thank you.
If you’re here in Vegas for the Marketing Analytics Summit this week, let me know, I’d love to meet up!
Great post!