Rationalizing Tag Management
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The document discusses tag management systems and how they operate in the stateless web environment. It notes that TMS inject JavaScript and act as message buses to update data models. While TMS were originally developed for non-technical marketers, they now serve both marketing and technical functions, including injecting tags and metadata, fixing code errors, and loading libraries. The document cautions against using TMS to fix underlying website issues and recommends proper integration with backend systems.
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Rationalizing Tag Management
- 1. Rationalizing Tag Management by Simo Ahava (NetBooster) for MeasureCamp VI ”It’s just JavaScript” – William Henry Harrison
- 2. The web is inherently stateless. Tag Management Systems operate in the web. Tag Management Systems are inherently stateless.
- 5. Landing Page, Session, and previous touchpoints are terminology of a stateful machine, not the web.
- 6. Landing Page, Session, and previous touchpoints are terminology of a stateful machine, not the web. The web feeds messages to a backend process, which builds the data pipeline. Not the other way around.
- 7. Solutions - Simple response mechanism for hits to Analytics (GA requests are unilateral today) {"newSession":"true", "sourceMedium":"google/cpc"}
- 8. Solutions - Authentication of TMS, and real-time data written in dataLayer
- 9. Solutions - Forget it. Build a proper data pipeline server- side and let the TMS do what it’s good for (sending raw hit data to the backend). ^^^^^^^^^^^^^^^^^^^^^^^^ follow @carmenmardiros
- 10. dataLayer. The confusing, intimidating, developer-requiring, geek-nerdy, ScravaJipty, structured-or- arbitrary, perhaps-necessary, damn-it-to-hell dataLayer.
- 12. It’s not generic Native Array GTM’s dataLayer
- 13. dataLayer != data model {{dataLayer test}} > undefined
- 14. dataLayer != data model {{dataLayer test}} > ”true”
- 15. dataLayer != data model {{dataLayer test}} > ”false”
- 16. dataLayer != data model {{dataLayer test}} > ???
- 17. dataLayer != data model {{dataLayer test}} > ”false”
- 18. dataLayer != data model dataLayer is a message bus.
- 19. dataLayer != data model dataLayer is a message bus. The push() method is appended with a listener that updates values in the data model as they are pushed into the Array.
- 20. dataLayer != data model dataLayer is a message bus. The push() method is appended with a listener that updates values in the data model as they are pushed into the Array. push() is the only method with significance. pop(), split(), slice(), splice() etc. will not affect the data in the data model.
- 21. dataLayer and developers I will not demean myself to comment on this.
- 22. dataLayer and developers I will not demean myself to comment on this. OK, yes I will.
- 23. dataLayer and developers I will not demean myself to comment on this. OK, yes I will. If you are working in digital and you are allergic to developer/IT cooperation, you are in the wrong line of business.
- 24. GTM and Google Analytics do not have a special connection. There is no special connection.
- 25. GTM and Google Analytics do not have a special connection. There is no special connection. At the moment.
- 26. GTM and Google Analytics do not have a special connection. There is no special connection. At the moment. I’ve said too much.
- 28. What is Google Tag Manager 1. A JavaScript injector.
- 29. What is Google Tag Manager 1. A JavaScript injector. Yeah... that’s it.
- 30. TMS is a marketer’s tool. TMS is a developer’s tool. TMS is a marketing-minded developer’s tool. TMS is a developer-minded marketer’s tool.
- 32. Why it’s about marketing
- 33. Why it’s about marketing 1. ”Tags” collect data for marketing attribution
- 34. Why it’s about marketing 1. ”Tags” collect data for marketing attribution 2. Non-developers often got the code wrong or didn’t understand variables -> TMS was born to template the tagging process
- 35. Why it’s about marketing 1. ”Tags” collect data for marketing attribution 2. Non-developers often got the code wrong or didn’t understand variables -> TMS was born to template the tagging process 3. Semantic information has been a mystery to webmasters / developers strongly immersed in presentational and experiential layers (HTML+CSS+JS)
- 36. Why it’s about IT
- 37. Why it’s about IT 1. It’s a freaking JavaScript injector!
- 38. Why it’s about IT 1. It’s a freaking JavaScript injector! 2. You can add all sorts of malicious / website-breaking / malware-infested code with the click of a button
- 39. Why it’s about IT 1. It’s a freaking JavaScript injector! 2. You can add all sorts of malicious / website-breaking / malware-infested code with the click of a button 3. If When you need dataLayer, it needs to be integrated to the systems which expose the semantic information
- 40. Why it’s about IT 1. It’s a freaking JavaScript injector! 2. You can add all sorts of malicious / website-breaking / malware-infested code with the click of a button 3. If When you need dataLayer, it needs to be integrated to the systems which expose the semantic information 4. If something goes awry, IT will be held responsible (as they own the processes)
- 41. Should a TMS be used to hack around a poorly coded website? <insert witty golf analogy that explains why it’s not a good idea to overcorrect faults or to fix errors with errors>
- 42. Things you can do with a TMS
- 43. Things you can do with a TMS pop-up dialogs
- 44. Things you can do with a TMS pop-up dialogs quick fixes to markup
- 45. Things you can do with a TMS pop-up dialogs quick fixes to markup event.target.parentElement.parentElement.children[0].cousin[1].neighbor.dog complex DOM traversal
- 46. Things you can do with a TMS with a JavaScript-disabled browser
- 47. Things you can do with a TMS with a JavaScript-disabled browser
- 48. Things you can do with a TMS 1.Proof-of-concept experiential & presentational changes to get buy-in from IT / HiPPO
- 49. Things you can do with a TMS 1.Proof-of-concept experiential & presentational changes to get buy-in from IT / HiPPO 2.Inject semantic information (JSON-LD, META tags)
- 50. Things you can do with a TMS 1.Proof-of-concept experiential & presentational changes to get buy-in from IT / HiPPO 2.Inject semantic information (JSON-LD, META tags) 3.Fix glaring errors in conflicting JavaScript
- 51. Things you can do with a TMS 1.Proof-of-concept experiential & presentational changes to get buy-in from IT / HiPPO 2.Inject semantic information (JSON-LD, META tags) 3.Fix glaring errors in conflicting JavaScript 4.Load 3rd party libraries (e.g. jQuery) asynchronously
- 52. Things you can do with a TMS 1.Proof-of-concept experiential & presentational changes to get buy-in from IT / HiPPO 2.Inject semantic information (JSON-LD, META tags) 3.Fix glaring errors in conflicting JavaScript 4.Load 3rd party libraries (e.g. jQuery) asynchronously 5.Plus all the usual benefits (tagging, consolidating code, arbitrary JavaScript / HTML injection, etc.)
- 55. Favorite JS resources Nicholas Zakas – Professional JavaScript for Web Developers
- 56. Favorite JS resources Douglas Crockford – JavaScript: The Good Parts
- 57. Favorite JS resources Cody Lindley – DOM Enlightenment
- 59. Favorite JS resources Chrome (OS X) : ⌘ + ALT + J Chrome (Win) : CTRL + SHIFT + J
- 60. THANK YOU @SimoAhava ”The awesome splendor of the universe is much easier to deal with if you think of it as a series of small chunks.”