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Governance for implementing tagging and tracking – what you need to know!

Here at Fabric Analytics we see some really simple things that can make an immediate improvement to data collection and quality. Most of those revolve around governance! We’ve written a quick top tips article which focuses on process to getting the most robust data.

First why is GTM and Governance important?

  1. Centralized Control: GTM provides a centralized platform to manage all tags and tracking codes on a website, allowing for streamlined control and coordination.
  2. Reduced Dependence on Developers: Non-technical users can easily implement and update tags through GTM’s user-friendly interface, reducing the reliance on developers for basic tracking needs.
  3. Version Control and Rollbacks: GTM allows for versioning of containers, enabling marketers to test and deploy changes without affecting the live site. This ensures a safety net for quick rollbacks if needed.
  4. Enhanced Data Security and Privacy:Establishes protocols for safeguarding sensitive information, reducing the likelihood of data breaches and unauthorized access.
  5. Data Quality Assurance:Ensures that data is accurate, reliable, and consistent, leading to higher confidence in decision-making and analysis

How should governance by applied to tag management?

Step 1: Tag Creation and Configuration

  • Define Tag Requirements: Start by understanding the tagging requirements for your website or application. Identify the tags you need to implement, such as tracking tags, conversion tags, or third-party scripts.
  • Create Tags in GTM: Log in to your GTM account and create new tags based on the requirements. Configure the tag settings, such as triggering rules, variables, and tag-specific parameters.
  • Test Tag Functionality: Before deploying the tag, test its functionality within the GTM preview mode. Validate that the tag fires correctly and captures the desired data. Use the debug console and browser developer tools to inspect network requests and ensure the tag is functioning as intended.
  • Ensure only the right people in your organisation can publish tags

Step 2: Deployment in GTM Container

  • Publish Container: Once you have verified the tag functionality, publish the GTM container that contains the newly created tags. This will make the tags available for deployment on your website or application.
  • Implement GTM Container on Website: Follow the instructions provided by GTM to implement the container code on your website or application. This involves placing the GTM container snippet in the header of your websites
  • Test Tag Deployment: After deploying the GTM container, perform a test run to ensure that the tags are firing correctly on your live website. Use browser extensions, such as the GTM Debug Mode or Google Tag Assistant, to validate tag firing and data collection.

Step 3: Quality Assurance (QA) Testing

  • Create Test Scenarios: Define test scenarios that cover different user interactions and events on your website or application. This could include form submissions, button clicks, page views, and other relevant actions.
  • Execute Test Scenarios: Go through each test scenario, interact with the website or application as a user would, and verify that the tags fire and capture the expected data accurately. Use browser developer tools and GTM’s debug mode to review tag firing in real-time.
  • Data Validation: Review the data captured by the tags in your analytics or tag management platform. Compare the captured data against the expected results to ensure accuracy and completeness.
  • Error Handling: During the QA testing, identify and address any errors or issues encountered. Debug and troubleshoot problematic tags or triggers to ensure smooth and accurate data collection.

Step 4: Documentation and Sign-off

  • Document QA Results: Create a comprehensive report that outlines the test scenarios, test results, and any issues encountered during the QA process. Document the steps taken to resolve any problems.
  • Share Results and Obtain Sign-off: Share the QA report with relevant stakeholders, such as marketing, analytics, or development teams. Obtain their sign-off to confirm that the tags are accurately implemented and functioning as expected.
  • Ongoing Monitoring and Maintenance: Regularly monitor the tags and their data collection to ensure ongoing accuracy. Perform periodic checks and updates as your website or application evolves. Following this process, you’ll be able to create, deploy, and complete QA for tags on Google Tag Manager, ensuring accurate and reliable data collection for your analytics and tracking needs.
    *#Following this process, you’ll be able to create, deploy, and complete QA for tags on Google Tag Manager, ensuring accurate and reliable data collection for your analytics and tracking needs

Following this process, you’ll be able to create, deploy, and complete QA for tags on Google Tag Manager, ensuring accurate and reliable data collection for your analytics and tracking needs.