Frequently Asked Questions

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.

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The data layer is a piece of code that serves as a repository for your website’s most essential data. Born out of the soils of tag management, the data layer helps centralize data collection and storage by gathering data about user behavior and page content. That data is then distributed to the various technologies in your MarTech stack.

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Tag auditing means scanning your digital properties to identify all third-party and custom tagging implementations to validate accurate 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.—a data quality assurance solution audits all of your implementations to ensure the data they are collecting is complete and accurate.

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No. Websites and apps are complex and constantly evolving. One audit is great for telling you what is a problem today, but data quality management is a process, most effectively performed through an ongoing basis.

This depends on your business needs, but generally ObservePoint 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.

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

ObservePoint is integrated with every major digital marketing technology. Visit the Supported Tags page to see an extensive list of technologies ObservePoint supports.

Yes. ObservePoint can be configured to audit a mobile site in a few quick steps.

Yes. ObservePoint's AppAssurance can be configured to audit your mobile apps.

Yes. ObservePoint supports a variety of browser agents and devices, including mobile.

Don’t wait. Auditing now can help ensure you have completely removed any old or unauthorized tags from your website or mobile app. An audit also validates that your new solution has been deployed correctly.

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

Since there's no code to deploy, it's not difficult. ObservePoint requires a configuration of the audits, user journeys and reports through the ObservePoint interface rather than any deployment to your site or app.

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.

Yes. ObservePoint can simulate visitor actions, such as a user login.

Yes. ObservePoint's patented technology interacts with your website’s user interface, and custom action event audits can be configured within the ObservePoint platform.

Yes. ObservePoint identifies all duplicate and multiple tag requests.

Yes, for the most part, but it depends on the tag. For example, ObservePoint supports HBX all the way to the current SiteCatalyst tags. Typically if a tag has version data ObservePoint will catalog it.

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

Yes. ObservePoint scans each image request for a given tag.

Yes. ObservePoint scans the network traffic for particular page tags that load from an iframe as part of the network requests.