What is tagging and how does it relate to digital marketing tracking and implementations

What is Tagging in Web Analytics?

Tagging in web analytics and digital marketing refers to the process of adding a piece of code or tag to a website or web page to track user behavior and collect data. This code is commonly referred to as a tracking tag or a pixel. These tags enable marketers to track and analyze user behavior on their website and other online platforms, providing valuable insights into their audience’s interests, preferences, and behavior.

The Importance of Tagging in Digital Marketing

It is an essential element of digital marketing tracking implementations as it allows businesses to measure and optimize their online campaigns effectively. By tracking user behavior, businesses can identify what works and what doesn’t in their marketing strategy, adjust their campaigns in real-time, and improve their ROI.

Using tags can help businesses:

• Understand their audience: Tagging helps businesses understand their audience better by tracking user behavior and collecting data on their interests, preferences, and demographics.
• Measure campaign performance: Tagging enables businesses to track the performance of their marketing campaigns, including impressions, clicks, conversions, and revenue.
• Optimize marketing campaigns: With the help of tagging, businesses can optimize their marketing campaigns by analyzing user behavior and making data-driven decisions to improve their campaigns’ performance.
• Implement marketing technologies and apply new tactics: By adding new tags, marketrs can run feedback surveys, implement customer retention popups, apply special promotions, add automated product onboarding instructions etc..

How Tagging is Implemented in Digital Marketing

To implement tagging in digital marketing, businesses need to add a tracking tag to their website or web page. There are three possibile solutions to set up a tag on a website:

• Injecting the tag script or snippet into the website source code or template by hardcoding it
• Using a tag management system that serves as a container with a simple grafical user interface that allows the injection and triggering of the tag code or script. The tag manager container have to be injected initially in the website source code or template
• Using CMS plug ins. If your website is running on WordPress or any similar CMS, yo might be able to rely on plug ins that make this process easier for you. In many cases there are plug ins that are dedicated to specific technologies such as Google Analytics, Meta Conversion pixel and others.

This tag is usually provided by the analytics or ad platform used by the business, such as Google Analytics or Facebook Ads. Once the tag is added to the website, it starts collecting data on user behavior, which can be used to measure and optimize online campaigns.

In many cases, implementing several tags generate operational and technical complexities and as a result, webmasters or digital marketers need to address such consequences. The reason why it is strongly advised to maintain your marketing and technology tags under control and run frequent audits.