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What is Tag Management?

Tag management is the process of monitoring and maintaining marketing tags integrated into digital properties. A tag management system (TMS) is a solution, usually provided by a third-party vendor, that simplifies the processes of implementing, maintaining and sunsetting the increasing number of tag implementations an organization employs.Tag management also includes auditing and scanning your digital properties to identify all third-party and custom tagging implementations to validate accurate deployment and data collection. Even after implementing a tag management solution, things break—tags go missing or are duplicated, links break and JavaScript code is corrupted, old third-party implementations are not fully eradicated, etc. This is why it is important to have people, tools and process in place to ensure effective tag management.

Discover More About Tag Management

What is the difference between an audit and a simulation?

Audits are prescriptive, Simulations are protective. Audits can tell you about tagging issues that need to be fixed, and simulations can alert you when new tagging problems appear.

Read more on our blog. Site Audit and Simulations: What’s the difference?

Which vendors do you support?

ObservePoint is integrated with every major digital marketing technology.

We use Selenium, would we use that in conjunction with ObservePoint?

Yes. ObservePoint contributes to an overall data quality practice. Manual page level debugging, automated site audits, tag regression testing, Selenium scripts and so forth can all contribute to improved data quality. It’s important to understand that none of these are onetime events, there has to be ongoing commitment to achieve high quality data.

Do you do mobile?

Yes! We support all mobile browsers.

Why have I not heard of Observepoint before?

Hard to say. How long has it been since you took the red pill?

Can I see variable data?

Yes. Since ObservePoint is executing JavaScript, all JavaScript paramaters and values are stored in the tag database after an audit, and available as test criteria in simulations.

Isn’t a one-time audit enough?

No. Web sites are complex and always evolving. One audit is great for telling you what is a problem today, but data quality management is a process, most effectively performed on an ongoing basis.

If I have a Tag Management System, do I still need to audit?

Yes! Tag management systems are great and help teams become more efficient and sophisticated. They are also introduce additional tagging to the site and can cause blind spots.

How difficult is an implementation with ObservePoint?

It’s not difficult – there’s no code to deploy! ObservePoint requires a configuration of the audits, simulations & reports rather than an deployment to your site(s).

Does page performance impact data collection?

It can. For example, if the tag is in the bottom portion of the page that is loading slowly, the page view might not be recorded in the web analytics solution. Consequently, this page might falsely show very low page views.

Can ObservePoint audit behind logins?

Yes. ObservePoint can simulate visitor actions, such as a user login. We recommend automating this and this is a very common practice among our customers.

How long does it take to implement ObservePoint?

A few days. There is no code to deploy, so all setup is done through our user interface.

How often do you recommend auditing?

This depends on your business needs, but generally our customers find the most value aligning with their release cycles, reacting to business conditions that dictate audits, and performing proactive audits in anticipation of large project releases. For more information about audit frequency and timing, read about the Data Quality Management Process.

We’re having data collection challenges with different browsers and devices, can you help?

Yes. ObservePoint supports a variety of different browser agents and devices.

Do you handle on-click or custom action events?

Yes. Our patented technology actively interacts with your website’s user interface and most of the time this is self-configured our platform.

We’re about to change web analtyics vendors. Should we wait to audit until the new deployment is done?

Don’t wait. Auditing now can help you be sure that you have completely removed any old tags from your web site and correctly deployed your new solution.

My team doesn’t have much confidence in our web data, what should I do?

Start with some baseline audits to get an idea of what your data quality challenges are. Once you’ve done that, you can make a plan to measure, improve, and protect your data using our data quality management platform and processes.

How to use the ObservePoint Tag Debugger

Tag Debugger

ObservePoint Tag Debugger is an excellent alternative for web analysts who may currently use one or more of the following: WASP, Charles, Fiddler, OmniBug, SiteCat Debugger, Omniture Debugger, DigitalPulse Debugger or Google Tag Assistant.

Install the Tag Debugger:

  1. Install the tag debugger.
  2. Ensure the extension is enabled by selecting Tools -> Extensions, and verifying the ObservePoint Tag Debugger is enabled. It should be enabled by default.
  3. Open the Chrome Developer Tools. On Windows and Linux, press Control-Shift-i. On Mac, press Command-Option-i.
  4. Select the ObservePoint panel.

Use the Tag Debugger

Tag Debugger UsageTag Name / Path: This is the name ObservePoint uses to uniquely identify each vendor and tagging technology. The path is the tag request up to the query string.

Account: This is the SiteCatalyst reportsuite, Google Analtyics profile, Webtrends DCSID, etc. – within ObservePoint we call them accounts.

Category: ObservePoint’s classification of the kind of tag listed. Categories include, analytics, advertising, tag management, video, voice of consumer, split testing, ecommerce and lead tracking. For a complete list of all tag we support please visit our supported tag vendors.

Status: The network status code of the tag request, most should be status 200 (OK).

Request / Response Size: Request is the amount of data sent to the vendors collection servers. Response is the data sent back to your web browser by the vendor.

Total Time / Latency: Total time is measured from the intial request for the tag to time it is fully loaded. Latency is the time it takes from the initial request to the first response from the vendor.

Detailed View of Site Catalyst

Detailed view of SiteCatalyst, showing a listing of each of the variables found as part of the tag.

Can ObservePoint detect analytics tags that have been deployed multiple times on the same page?

Yes. Find this in the Duplicate or Multiple Requests report. Duplicate tags may be an indicator of data inflation.

Does ObservePoint support both old and new versions of a tag?

Most of the time yes, but it depends on the tag. For example, we support HBX all the way to the current SiteCatalyst tags.

Typically if a tag has version data we will catalog it.

Will ObservePoint audit pages that redirect?

Yes. We follow all redirects and will audit the terminal page if it is allowed by filters defined in the audit. We also catalog all other server status codes such as broken and access denied pages.

Can you see tags that are in an include file and not directly on the page?

Yes. One item that makes ObservePoint unique in this area is that we observe actual image request for a given tag.

Can ObservePoint audit mobile web sites as iPhone, iPad or Android?

Mobile Audit Settings

Yes! Follow these steps to configure an audit to scan a mobile site.

  1. Access the mobile version of the site in your web browser and copy the URL, example: https://mobile.twitter.com/observepoint
  2. Paste the mobile URL as the starting page of the audit.
  3. Change the audit user agent to a mobile browser. Note that this is only a user agent change, the actual device that will be scanning the site is does not change.
  4. Verify that the include filter will only audit mobile pages.
  5. Save.

Which Tag Vendors Do You Support?

The ObservePoint tag database is constantly growing and being updated.

When I run an audit will it check iframes as well?

Yes, we will typically see tags loading from iframes without problem. We observe the network traffic for a particular page tags that load from an iframe are part of the network requests.

How do I receive alerts on my phone?

Most people simply use the email feature on their smartphone, we can send a text as well. If you want us to send you a text instead, follow these guidelines. Replace “phonenumber” with your own phone number, area code first. Do not include dashes, parenthesis, or spaces.

Provider Example
Boost Mobile
Virgin Mobile

Why should I use tag simulations?

We recommend setting page and tag alerts when you may have doubts on the reliability of page. Doubts for example, could be triggered by a page impression report that shows a sudden drop of traffic, even though the tagging audit shows complete tagging implementation. Our alerting functionality can also be used to record a process or form being filled out, we can then replace this at a specified interval and alert you if the process breaks.

Which IP addresses do you audit from?

This information is privileged and is available ObservePoint customers only.

If you are a customer please contact us and we’ll be happy to provide you with the information you need.