A tracking and analysis concept is the basis for a sustainable implementation of a tag management system.
A trustworthy analytics setup can only be achieved if the technical requirements are recorded, a tracking strategy (concept and specification) is derived from this and the tracking is implemented with the help of a tag management system that is based on a clean data layer.
Which marketing or analytics tags do I use? Where and how can I find the relevant reports? Is my tracking setup working as desired? I would like to customise my tracking, how do I proceed?
Tracking concept: The technical definition of what is to be achieved with the tracking. This gives you the certainty that we have understood your needs correctly.
Tracking specification and parameter reference: Technical description of what needs to be implemented on your site in order to record all measurement points and incorporate the necessary data layer. This is the "contract" between the tracked system and the tag management system.
Test protocols: Detailed procedure and respective documentation on how the tracking can be validated and which discrepancies may have been found and should be corrected.
In order to maintain an overview of your own tracking project, it is essential to approach and document its implementation in a structured manner. If the requirements are set out in a concept and linked to a strategy that shows where and when which measurement points are collected, the maintenance and further development of the tracking setup is also significantly simplified. This documentation also serves as the basis for periodically reviewing the tracking in a targeted manner.
We work with the two tools Tealium iQ and Google Tag Manager. As a Tealium and Google Marketing Platform partner, we have the relevant expertise to ensure that you can also benefit from the advantages of a tag management system.
We support you either in an advisory capacity or operationally throughout the entire process, from conceptualisation to full implementation and administration of your tag management tool.
