Good news - Digital Trip have now integrated Google Tag Manager into our travel technology!

Tag management is now considered to be a best practice. However, research suggests that firms have not yet ubiquitously come round to implementing a tag management (TMS).

For those that are still in the dark on tag management, let's retreat a little and make it clear what a tag is and why the management of tags is both crucial and a tricky business.

What is a tag?

A tag -- sometimes referred to as a pixel or beacon -- is the means by which data is collected on a website. A tag may be a simple 1×1 transparent pixel or image tag loaded onto the web page or it could take the form of JavaScript code that allows for more advanced data collection.

Tags are incorporated into a website's HTML/JavaScript code and delivered to a web browser or app when a web page loads.

What is the role of tags?

Tags power online marketing and analytics through instructing web browsers to collect data, setting cookies, extending audiences between multiple websites' and integrating third-party content into a website.

What data can be collected through a tag?

This is what really matters. Tags can capture any action or event on a website or device, such as:

• The IP address of visitors, the type of web browser they are using and how they came to your site.

• Anonymous data stored in cookies such as a Profile ID or targeting criteria.

• The products, content or ads that a visitor viewed, as well as the links they clicked and the time they spent on the page.

The benefits of creating a system in which to capture this data is obvious, with the average enterprise website having anywhere from 50-150 third-party tags on their site at any given time. That's without taking into account the fourth-party tags that are often appended to existing tags already in place.

A TMS lets marketers take control of their tags and insert snippets of code which enable third-party tracking, analysis, reporting, remarketing, conversion tracking, optimisation and much more.

As well as the obvious marketing benefits, a TMS also reduces IT involvement as far as tags are concerned, allowing IT to work on more strategic initiatives.

So why have 42% of firms yet to adopt a TMS?

Like any new system, it requires time, money and expertise to implement. There is also the concern that the flexibility of the system may lead to mistakes.

If you're a business that's just getting to grips with tag, Google's Tag Manager is a good place to start. Its tag manager runs on Google's infrastructure for security, speed, and performance. It also provides you with all the tools to manage your own processes "so you can make sure things are working just fine within your own infrastructure".

Digital Trip's technology now supports Google Tag Management, so you can get all these great benefits at a low cost. Contact us for more information about how to integrate Google Tag Manager!