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How To Optimize Your Tag Management Strategy After an Audit

July 17, 2023
Google Analytics 4 Migration Via Tagmate

Executing a tag audit is an important step to improve the efficiency and effectiveness of your tag management strategy. Once you've completed an audit, you likely have a list of issues and opportunities for optimization. 

Here are some basic tips for acting on audit findings to refine your tag strategy:

Review Tag Usage and Necessity

A key part of a tag audit is assessing whether each tag is necessary and providing value. Remove any unused or duplicative tags that are wasting resources. Also consider if any low-value tags can be removed or consolidated. Doing regular tag audits helps prune unnecessary tags before they accumulate.

Set Tag Priority Levels 

Not all tags deliver equal value. Segment your tags into groups based on priority level - high, medium and low. Allocate resources and focus optimization efforts on high-value tags first. Low-priority tags may be candidates for removal. This helps concentrate efforts on tags with the biggest business impact.

Improve Tag Management Processes

Flawed processes like inadequate QA and lack of cross-team collaboration can hinder tag management. Analyze your current processes against audit findings and industry best practices. Identify inefficiencies to address - like implementing a request/approval workflow for new tags. Refined processes improve governance.

Upgrade Your Tag Management System

Your tag management system itself may need an upgrade to enable better performance and control. If the audit uncovered limitations with your current system, explore upgrading to an enterprise-level system. Key features like user permissions, API integrations and containerization can enhance tag management.

Clean Up Tag Deployments 

Audit results may reveal sloppy or outdated tag deployments needing cleanup. Delete unused containers and remove tags no longer required. Use tag modeling to accurately deploy tags across environments. Aim for clean, well-structured deployments across sites, apps and channels.

Top 5 Advanced Strategies To Maximize Your ROI

So you've completed the basic-post tag audit processes, but now comes the crucial next step - how do you extract greater value from your findings? Audits spotlight issues, but optimization unlocks transformative impact. Follow these five advanced strategies to leverage audit insights and unlock hidden ROI:

1. Elevate Governance Through Business Alignment

Audit findings should inform an elevated governance model, not just tag pruning. Work cross-functionally to align tag value to business goals. Develop intake processes requiring tag requests to link to KPIs. This governance shift makes tag value more tangible to stakeholders. Drive adoption by demonstrating optimization lifts key metrics. 

2. Get Surgical With Priority Tag Enhancement

Avoid haphazard tag tweaks. Surgically strengthen priority tags with incremental testing and customization. Klein details matter - like properly configured ecommerce tracking or refined event parameters. Optimization lifts data quality. Document learnings to educate stakeholders on recognized value. Keep iterating for continuous improvement.

3. Implement Future-Proof Tag Architecture

Use audit learnings to construct resilient, future-proof architecture. Take an API-first approach to improve integrations and control. Build environments matching site and app architecture rather than just staging and production. Modularize tags into reusable libraries. Architectural optimization prepares you for innovation like unified CX tagging.

4. Unlock Team Productivity Through New Workflows

Cultural and process shifts drive lasting change. Leverage findings to remove team friction points and barriers. Standardize workflows like cross-team collaboration for new tag requests. Clarify process docs and provide self-service tool training. Productivity unlock becomes a multiplier on top of technical optimization. 

5. Target Quick-Win Data Reliability Improvements

While long-term strategies bake, identify quick reliability wins. Fix data leaks through better JS error handling. Improve data flows with incremental debugging tools. Remove redundant or unused containers still firing. Don't leave easy reliability gains on the table while pursuing a bigger vision. Optimize iteratively.

Wrap Up

Audits provide a roadmap for optimization. Move beyond technical hygiene to leverage insights for business alignment, strategic enhancements, future-proofing, workflow improvements and quick reliability wins. Continually optimizing your tag strategy improves marketing data quality and positions your organization for success.

Top questions people ask about Server Side Tagging
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