Thursday, December 12, 2013 | 9:00 AM
Cross-posted from the DoubleClick Advertisers blog
As it stands today, tagging is one of the most difficult and time-consuming aspects of digital campaign management. In fact, on average, marketers host 14 tags on their sites, 68% of which are third-party. Implementing these tags often involves back-and-forth emails, implementation that can take weeks or months, and a lack of transparency about which tags are installed where. And when tags are implemented incorrectly, it can cause further campaign delays and additional implementation cycles.
We recently introduced two features that will greatly reduce the inefficiencies involved in tagging your campaigns: DoubleClick’s integration with Google Tag Manager, and Tag Assistant.
Making conversion tagging easy with Google Tag Manager integration
To streamline the conversion tagging process, DoubleClick Campaign Manager is now integrated with Google Tag Manager, Google’s free tag management solution. With Google Tag Manager, rather than implementing many individual tags across your site, you can implement one site-wide container tag that uses rules to determine which Google and third-party tracking and measurement tags to dynamically fire. The integration allows you to easily push DoubleClick’s universal conversion tag - Floodlight - directly to Google Tag Manager, making tag deployment faster and and more efficient, while still respecting current campaign management roles.
Implement tags more efficiently: With Google Tag Manager, you can rest assured your conversion tags are implemented correctly, as there is only one site-wide contain tag to implement. This helps reduce human error and ensures accurate data is recorded, thanks to rules within Google Tag Manager that determine which tracking and measurement tags to dynamically fire. And you will be able to deploy Floodlight tags across both mobile and desktop pages, making the experience consistent across all devices.
Beyond simplifying conversion tagging, we’re also improving how you implement ad tags. One of these initiatives is Tag Assistant, which aims at simplifying the QA process.
Tag Assistant is a Chrome extension that automatically validates the implementation of Google tags on any of your pages. The tool is designed for you to checks tags on the fly and escalate more complex or in-depth issues to support teams.
Next week, join us for a deep dive on the new trafficking workflow in DoubleClick Campaign Manager.