After gathering requirements, the team creates specifications and conducts an audit of the existing system in order to prepare the technical aspects as thoroughly as possible. This step is crucial for establishing a robust technical architecture, centralizing tags in a single location, and facilitating the future management and maintenance of the tracking system.
In the vast majority of cases, the chosen TMS will be Google Tag Manager (GTM). However, depending on specific needs, other solutions may be considered, such as TagCommander or Tealium. The agency's expertise in tracking analytics guarantees optimal integration and configuration of the chosen system.
During this stage, a tagging plan comprising the various elements to be followed will be drawn up. This plan is generally quite technical and aims to enrich the TMS data layer (DataLayer). Experts ensure that specific situations, such as "Single Page Apps" which require special implementation, are detected in advance. The goal is to guarantee the availability of as much relevant data as possible for analytical and marketing tools, including data related to e-commerce performance.
This step involves verifying the correct deployment of the technical tagging plan by testing the data in the DataLayer. After this phase, marketing tags will be deployed on the client-side and/or server-side. Server-side tracking, available on GTM since 2020, offers many advantages, including bypassing ad blockers and Apple's ITP, thus enabling more comprehensive data collection. Expertise in this area ensures effective implementation and accurate debugging of this advanced solution. Once deployment is complete, the team ensures that analytics and marketing tools make full use of the collected data.
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Do you have any questions?
Here are some helpful answers to assist you :)
A TMS (Tag Management System) is a tool that centralizes the management of tracking tags on your website. It is crucial because it simplifies the implementation, management, and maintenance of your analytics and marketing tags. Google Tag Manager (GTM) is the most commonly used TMS, but other options such as TagCommander or Tealium may be considered depending on your specific needs.
Server-side tracking is an advanced data collection method that processes information on the server side rather than the client side. Available on GTM since 2020, it offers several major advantages: it bypasses ad blockers and Apple's ITP, ensuring more comprehensive data collection. In addition, it improves website performance by reducing the load on the client side and offers better control over data privacy.
An analytics audit is an in-depth diagnosis of your existing tracking system. It includes an analysis of your TMS, your analytics tools, and their configuration. A complete setup, on the other hand, involves setting up or completely reconfiguring your audience measurement or advertising tools. This includes creating a tagging plan, enriching the data layer, configuring the interface, and implementing the necessary trackers.
Enriching the DataLayer is a crucial step because it enables you to collect and transmit the most relevant data to your analytics and marketing tools. A well-structured, enriched DataLayer simplifies the tracking of user interactions, conversions, and e-commerce performance. It also provides greater flexibility when configuring tags and delivers deeper insights into user behavior insights that are essential for optimizing marketing strategies and improving the overall user experience.
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