Tagging your websites is generally a good idea if you want to keep track of your campaigns or have a central point of loading all your analytics in a coherent way. There are a lot of tag management tools out there that let you accomplish just this. Of course we neatly integrate with every single one of these tools but our experience shows that often tagging is not living up to its potential because of not using it consistently or just forgetting it sometimes.
Tagging that Always Works
One of the biggest issues with general tag managers is that you need to have some process in place that ensures new pages or campaigns are always tagged. While this may sound simple and straightforward, wherever humans work, errors are being made. We often see that there is no fully automated process in place and that the tag management strategy is not fully known to every employee. As such, not everything that should be tagged always gets tagged.
We thought about this for a while and wanted to come up with a way of tagging that is always on. This means that every webpage, every referrer and every campaign always gets tagged.
To accomplish this, we came up with a hierarchical structure that allows you to define generic tagging rules for your website. This goes from allowing you to just read out the tag given by your tag manager that is already in place all the way to allowing you to select a tag based on the content of your website.
The latter form of tagging is of course very powerful because you can even combine structure of your webpages with actual user behavior which we found adds a whole new dimension to understanding your visitors’ needs.
We are currently test-driving our content-based tagging with sophisticated business rules for a few of our clients. More updates later!