Third-Party Tags: Friend or Foe?

While third-party tags on websites play a crucial rule in analyzing the effectiveness of marketing campaigns, these tags can also negatively effect page-time load and ultimately effect your conversion rates. The slower a page loads, the less likely site visitors are to stick around making website speed and performance optimization just as important as SEO optimization.

After a frustrating experience while attempting to purchase tickets from Virgin America’s website, Mehdi at Catchpoint ran a test to determine what was effecting the page-load time. The culprit, he found, were 49 unique hosts not delivering the content he needed to purchase his tickets. He said, “They were all tracking pixels for ads/marketing and analytics tags.”

More and more, websites are becoming littered with third-party tags that are negatively impacting the user experience. Marketing needs the tags to work, but the IT department doesn’t have the time to update or test the tags. This is yet another reason to research and invest in a tag management system. If visitors aren’t hanging around your site to complete purchases or engage with your content, you’ll end up not having any campaigns to track.

With synchronous tag acceleration, TagMan can preload dependent third-party script resources so that pages don’t have to wait to fetch the tag while executing. TagMan can also time out tags that aren’t loading fast enough, so that the user experience isn’t impacted.

To learn more about TagMan’s Smart Tag Loading features, watch this video.

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