Are you unsure if you could benefit from a tag management solution?
Tags simply refer to each of the pixels or JavaScript trackers which your marketing or insights team will already be heavily reliant on to understand your customers’ behaviour on your website. These tags might belong to advertising platforms, analytics platforms or even customer platforms, such as CRMs or Customer Data Platforms, among many other tools for visitor identification, personalisation, testing or user tracking.
There are a huge number of platforms which might need editing, adding or removing regularly. Rather than these tags being implemented directly into your website’s code, a tag management container will mean only one piece of code needs coding into your website, and there’s then a handy interface for managing all of the tags in, without a reliance upon your IT or development team. This container can then be managed either in-house or with agency support.
Additionally, some analytics products, such as Google Analytics, will benefit from a server-side tagging solution where its operations are brought into “first party” scope (i.e. operating on the same domain, via a subdomain). This prevents some data loss through internet privacy initiatives which affect third party cookies. Other solutions, such as Adobe Analytics via Experience Cloud mitigate this already through their enterprise only approach.
At Impression, we offer a range of solutions for vendor agnostic server-side tagging, including:
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Installation & setting up server-side tagging for businesses
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Configure server-side tagging to maximise first-party data
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Migrate businesses from one tag management system to another
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