Define the right actions to measure
Website tracking can sometimes require technical intervention to ensure that all strategic data can be studied via Google Analytics. The tagging plan is therefore the experts’ reference document for indicating which features need to be monitored and how.
What is a tagging plan?
The aim of the tagging plan is to guide the web developer in implementing site tracking. This document details all action requiring tracking by indicating the fragments of code to use to ensure data is integrated within your web analytics.
There are a number of more nebulous situations in which the Google Tag Manager tool does not suffice. These cases require technical assistance from a web developer. For example:
- suboptimal site construction;
- more complex events that require the implementation of a supplementary code in order for them to be triggered, such as the integration of enhanced ecommerce to track product impressions, basket additions, checkout steps, etc.
How to implement your tagging plan?
Our methodology includes four key stages to make sure you define the perfect Google Analytics tag-plan:
- Identifying your customers’ needs and your own strategic goals (for example: number of sales/day; number of forms submitted)
- Analysing the entire site and defining the events requiring tracking
- Drafting the document and sending it to your web developer so that he/she may work on the site
- Checking that tracking is correctly implemented using the Google Tag Manager tool