Tracking website behavior with various analytics and advertising tools requires adding little pieces of code (i.e. “tags” or “pixels”) on the page. Until now, this required IT to modify the website with each new ad network, retargeting tool, analytics…etc. For large websites, management of all those pieces of code is typically tedious, time consuming creates bottlenecks and slows down site pages.
While not the only “universal tag” solution out there, Google’s new Tag Manager provides a single management tag that you need to implement only once. Once it’s there, all other codes can be added or modified via a web interface.
We recommend considering to switch to the Tag Manager framework with your next code change. This will make all subsequent tag modifications much easier, and streamline various web marketing initiatives.