People in my industry love describing something as dead (who could forget me proclaiming web analytics is dead some three years ago - it feels much longer ago, believe me), so it should come as little surprise that someone is proclaiming that something is dead. That said, this is a fairly monumental time. Just as we raised eyebrows when Google Analytics was launched and changed the way that web analytics worked, we're going to do the same now as Google has launched its own tag management solution.
What is Tag Management?
Why would you want to do this?
What are the Limitations?
- Most of the tools will allow you to pick up any parameter as long as it is on the page as part of the tag. This does of course mean that it needs to be set up in the code of the page with an ID that allows you to distinguish it
- The tags can be fired only in certain circumstances through regular expressions (sometimes based on url, but the more advanced ones will allow you to do it through parameters on pages). Of course this means that you need to have some sort of system on your urls
- Anything out of the ordinary like Flash tracking or custom onclick event tracking still needs to be coded onto the page as this is reliant on a bit of code firing off the tag again.