Tags for Online Marketing Metrics

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This article was published in the print magazine Drupal Watchdog, Volume 6 Issue 2, Fall 2016, on page 13, by Linux New Media. The magazine was distributed at Drupalcon Dublin, 2016-09-26.

When web developers hear the term "tags", they naturally think of HTML tags. Yet the term can also refer to small pieces of code that allow a site owner to measure traffic and visitor behavior — typically used for evaluating the effectiveness of online advertising campaigns, audience targeting, social media usage, sales funnels, and more. But their utility often leads to site code becoming cluttered with an excessive number of such tags — bloating page size and even performing overlapping functionality. A tag manager, such as Google's product, allows you to configure the tags and schedule their transmission to the client. For Google's Tag Manager, Drupal has the GoogleTagManager helper module.

Copyright © 2016 Michael J. Ross. All rights reserved.

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