Marketing tags are the backbone of effective marketing campaigns.
In marketing, tags are used to collect information about website visitors and their behaviour in relation to a campaign. This information is returned to the relevant marketing platforms and display networks for processing.
Marketing tags create the basis for the automatic optimisation of campaigns, while at the same time enabling the measurement of campaign performance and providing insights into the success of marketing measures.
How can I judge how my campaign is performing? How can I target specific groups of visitors to my website? How can I optimise my marketing ROI?
Such questions can be answered with the use of marketing tags. Platforms that allow advertising - e.g. Facebook, Google or LinkedIn - usually offer so-called marketing tags that can be integrated into your own website. This gives these platforms insight into user behaviour. They can use them to measure and optimise the performance of advertising (conversion tags) and enable further targeted measures, such as retargeting (marketing tags).
Companies often use different advertising media so that various marketing platforms are involved. This increases the number of marketing tags that need to be integrated into the website. We support you in choosing the right tag management system (TMS) and in implementing various marketing tags. The use of a TMS such as Tealium IQ or Google Tag Manager offers advantages in terms of implementation and maintenance. It also simplifies the data protection-compliant setup of marketing tags.
In many use cases, we have come across a confusing number of poorly documented marketing tags. That is why we meticulously document the installation of marketing tags, create the tags in the tag management system in a clear and reusable manner and ensure that the tags are not unintentionally rolled out in sensitive areas of the website.
A modern marketing tag setup includes server side tracking. This prevents signal loss due to ad blockers and other privacy tools. This makes data collection more reliable. It also improves the performance of the website as the load of marketing tags is reduced.
