Why Paid marketers need a different Tag Management System?
Traditional tag management systems and their implementation are no longer relevant. Paid marketers deal with an entire set of media pixels, while SEO teams use tags on the website to collect very different information and data points. Tags used for paid marketing and organic search fulfill different functions.
Paid marketers who heavily depended on third-party cookies and client-side tagging cannot work with the same tag management system that was used for traditional purposes. There are no more cookies that can provide insights into paid ad marketing campaigns.
In a cookie-less marketing world, businesses need a next-generation solution that manages tags without disturbing the end-user experience. Conventional Tag Management Solution & legacy implementation comes with some inherent problems.
No synchrony between pixel universe and website performance
Media and analytics tags cannot be coupled and managed together in a single tag management system. Tag manager updates result in broken media pixels. Redundant and unused media pixels from expired campaigns will no longer be relevant. But, if they still stay alone, left unattended, it leads to operation debts. Some common problems that paid advertisers face with tag management are:
Long tag validation cycles:
Proactive monitoring is not supported by tag managers. This slows down the review and issue validation process. This further slows down the process of identifying tag-related gaps. The delay can be for weeks. And, the subsequent time taken to fix the issues prolonged the process by a few more weeks. While paid marketers need these fixes to be done in a few hours!
Poor website performance:
Redundant tags, dysfunctional tags, and increased website loading time affect the performance of the website. The major factor that affects the performance is the synchronous firing of media tags combined with the inability to trigger them at the right timing. This leads to page content being loaded first.
5 things a Tag management solution provides for Paid marketers
Media Pixels and Analytics Tags are different. In a traditional approach, they are both managed in one tag management solution. Updates to analytics tags affect the functioning of media pixels. This often breaks media pixels. Performance of the website is affected by synchronous firing of media tags combined with the inability to trigger them at the right timing letting page content load first. A media pixel manager distinguishes between different tags and provides the infrastructure for those tags to function well.
Quick and Smart integrations
No matter what, paid marketers have to work with third-party demand-side platforms and their server-side interfaces. It gets even worse when the DSP does not support server-side tagging. Magic Pixel provides over 100 different pre-configured SDKs that do the dirty work at the backend, leaving marketers with a no-code dashboard. Our integrations allow you to fire tags and publish media pixels with smart integrations.
Conventional TMS doesn’t have the out-of-box capability to configure Time-To-Live (TTL) for any time-bound marketing campaigns. This creates leftover media pixels from older, irrelevant, expired campaigns. Magic Pixel mandates tag implementers to define expiration time for every tag during setup. Magic pixel validates every tag against expiration date and expired tags will not be fired.
For evergreen tags, the server-side tag manager provides an expiration date set to expire for each year. During annual audits, these tags can be renewed or removed.
Traditional TMS did not come with proactive monitoring capabilities. This lag leads to significant delays in identifying issues. Automated anomaly detection enabled by machine learning algorithms can bring down the monitoring time to minutes from weeks.
MagicPixel’s proprietary algorithm monitors any tag/s with configurable set rules and sensitivity settings to detect and alert on anomalies. You can also use this feature to monitor all tags, which helps in taking immediate corrective measures and avoid data loss and attribution issues.
With over 500 tags and rules working behind your website slows down its speed. In the traditional form, debugging cannot figure out why a particular tag is not firing. It can only indicate which of those tags are not working. Adding a single tag can consume over 3 to 4 hours. This does not include the testing and validation time. In the next-gen tag management system, crowd testing allows live debugging.
Time to tag implementation can be reduced to hours from days. Crowd testing is a featured capability of Magic Pixel that brings down the time spent on implementing tags, especially for conversion tags. It enables marketers to validate data in real-time, capture it and put such data to use, immediately.
A quick summary
Reducing tags can increase website speed. IT departments need not build custom solutions to handle CCPA or any other data governing regulatory requirements when it comes to capturing and sharing data with media providers. You can leverage the OOTB features of MagicPixel, to implement & govern compliance. In a traditional scenario, this exercise would take one month with limited resources whereas using Magic Pixel it was achieved in less than 48 hours.
Originally published at https://magicpixel.io on June 2, 2021.