When Forrester Research took a look at tag management in a recent report, they identified five benefits to implementing a tag management system, particularly for organizations with complex web sites. Following, the benefits of tag management to site owner, as identified by Forrester:
Accuracy. A tag management system deploys consistent analytics tags on all pages. Across the board, analytics become more consistent, relevant and accurate.
Efficiency. The ability to add, remove, and edit tags at any point in site development with little to no need for IT involvement means tag management is faster and cheaper.
Freedom. Tag management systems support many tags from multiple applications and can apply these tags to any page. This means enormous flexibility. Site owners can run tags on specific pages, add or remove vendors and agencies, or run proof-of-concept projects.
Restores tag ownership to measurement experts. A tag management system allows the web analytics team to govern tags rather than the IT department. This eliminates process roadblocks and speed analytics initiatives.
Stewardship. Tags can be standardized across all applications, sites, and users. Such consistency supports measurement frameworks, technical best practices, and privacy and regulatory compliance mandates.
Enhanced page load performance. A tag management system reduces page weight to improve page load performance. This can result in significant increases in conversion rates for e-commerce sites.
We encourage you to download the entire Forrest report, How Tag Management Improves Web Intelligence.