TagMan Costs of Website Tagging Survey – main findings

About this report

This report reveals the main findings of the TagMan Costs of Website Tagging Survey conducted during July 2010.
The study sought to examine the true costs associated with the tagging of websites to implement and track the performance of online marketing technologies such as web analytics, display ad serving and search marketing.

Summary of findings

Organizations spend an average of $10m on technologies and services that rely on site tags
99% of digital marketers have faced issues with tag implementation and management
86% of respondents have had tags implemented incorrectly on the sites they manage. Three-quarters had seen delays in tagging due to site development cycles. More than half had seen tags implemented on the wrong pages, tags collecting the wrong data, and tags slowing down page-load times
More than a third (36%) had seen tags 'breaking the web page or site'
Tag implementation issues have caused a loss of website sales in more than a quarter of cases (28%) and a loss of site traffic in almost a third (31%)
More than half had lost campaign performance data (65%), delayed the launch of a new campaign (63%) and delayed the use of a new technology (58%). More than a third (37%) decided not to use a new marketing technology thanks to the pain of tag implementation and nearly one in five (19%) had decided not to launch a new campaign
More than 40% spend more than a day a month implementing tags