The tagging plan. What is it for?
You want to track the traffic of your website and analyze the interactions of users with your content. For this, not the choice, you need to add tags from your web analytics solution, such as Google Analytics. Tags? Yes, tags also called tags or tracking tags, are small bits of code inserted on each of the pages of a site. They allow you to collect data about your visitors, to track their actions and their journeys. Thus, these markers are the basis for tracking your audience and the performance of your site. Little tips, little bits, always little bits… in the end, there’s something to get lost. A tagging plan (also called a tagging plan or tracking plan) is a document that accompanies you in deploying these tags, describing the organization and implementation process. The tagging plan is a document of reference to let you not forget what to tracker and how to tracker. This document becomes more and more context: website, mobile version, app… Explanations.
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Plan de l'article
- Tagging plan: definition
- The usefulness of the tracking plan
- Your tracking plan gives you answers that you won’t get by default
- First of all: what is a tag?
- How to make a marking plan?
- A marking plan must evolve with uses
- 4 mistakes to avoid with your tagging plan
- Prepare your URLs to track your acquisition traffic
Tagging plan: definition
Before you see why the marking plan is a must for success online and how it works, what exactly are we talking about?
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“The tagging or tagging plan is a document describing the organization and process of implementing tags on a website from the web analytics solution and enabling the measurement and analysis of a website’s audience” (source: Definitions-WebMarketing.com)
We differentiate a tagging plan that allows you to tag the entire site with the tracking of urls for tracking marketing campaigns.
The usefulness of the tracking plan
What is the practical purpose of a marking plan?
The marking plan for a website is a document that allows you to adapt the installation of your web analysis solution to the structure of your site. With the tree of your website and the different elements on each page, you define the data you want to collect at each level. The site tree shows hierarchical levels (categories, subcategories, pages). To these elements, assign a specific name (the URL of the page) and specify the tracking codes to embed. Indeed, you will not track the same data on a contact form, a product sheet or a payment confirmation page. A tracking plan will help you to sort of map tags, indicating for each tag its location and content. This step is essential before the page marking and setting up the web analytics solution like Google Analytics.
Do not hesitate to consult our article which explains why to make a tagging plan.
Your tracking plan gives you answers that you won’t get by default
Here are some data that implementing a marking plan will allow you to obtain:
- Products added to the cart by your visitors
- The ROI of an AdWords Campaign (to the Announcement), Email, or Affiliate Campaign
- The effectiveness of your contact page
- Abandonment points when validating an order
- Track specific events without specific URLs (viewing a video, etc.)
- Sharing on social networks…
You will have understood: set up a strategic monitoring of Actions that really matter to the profitability of your business gives you the guns to make the right decisions with Google Analytics.
It also allows you to keep track of what you follow and where you follow it, and thus preserve the right quality of your data.
First of all: what is a tag?
As part of webanalysis, a tag is something you add to a link. When a user clicks on this link and lands on your site, the tag is used to send you valuable information related to his visit:
- Where it comes from
- What ad he clicked
- If it were a natural result… etc.
For example, let’s say you’re running a PPC campaign on the Bing/Yahoo network and have created multiple groups, titles and forms of ads.
Pool above ground
Easy to install and Economical
Free delivery 24 hours
www.siteimaginaire.com/swimming pool/above ground
When a customer clicks on this link, you already know it comes from your campaign, for the keyword “above ground pool”. The problem is what specific announcement caused this conversion. By adding a tag, the problem is solved: www.imaginary site. com?utm_src=bing&utm_campaign=free delivery&utm_medium=cpc).
This allows you to optimize your campaigns and make real decisions with your data.
The risk is to create tags no matter how, without strategic structure or proper formatting, at the risk of losing yourself in your own data (and dragging your team into the fall, in the same way) opportunity).
Discover our list of specific tags to use: tag lists
How to make a marking plan?
Depending on the degree of complexity of your and your data control needs, creating a marking plan will take more or less time. This can be a tricky step if you intervene on an existing site that is already rich in content.
To create your marking plan , you can use Excel.
The first step is to retrieve the tree of your site to work on a clear structure, within which you can follow different pages and classify them into groups or subcategories. This step will only be relevant if you have clearly defined your KPIs beforehand.
Then you need to refine the naming of the pages and assign in a other column the markers you will use for each of them (or each category).
Once your plan is refined and validated, you can proceed to its implementation. To manage your tags on your mobile apps, you can use Google Tag Manager.
A marking plan must evolve with uses
A tagging plan must evolve according to the customer’s needs in terms of analysis, site evolutions and tools. With Google Analytics, tags must now meet the Universal Analytics standard. By defining precisely the pages of your site and the type of marker you need to find there, you will have the necessary data to conduct a finer analysis.
To properly define the tags you need, ask yourself before what your analytics needs are.
Do you need to separate multiple languages, if your site is international? Do you want to group pages by typology (institutional pages, product sheets, shopping page…) or by themes (product categories for example) to compare performance? Do you want to compare the behaviors of Internet users based on their actions on the site?
The analytics tagging plan is a document that will be your guide, your roadmap to deploy the many possibilities of a web analysis tool like Google Analytics. Give it all the necessary care, so as not to get lost afterwards, once the site is launched.
It is therefore crucial to update this document to know exactly what the data is collected and how it is.
4 mistakes to avoid with your tagging plan
A tagging plan, as the name implies, provides information. As a plan (a map) it allows to identify themselves, to orient. Always keep in mind this goal of building an accurate and useful document. Sometimes some drifts may appear, and the course is then lost. Here is a list of errors to avoid when writing a tagging plan:
- Don’t go too fast: a tagging plan, as you understand, is not a constraint, but a working document. Do not go too fast in its edition because you risk forgetting some elements, and then come back to it constantly.
- Don’t look at everything: the goal is not to collect as much data as possible, but to focus on those that make sense for your development.
- Do not go too much to detail: opposite the previous point, it is also harmful to take too much time! Wanting to implement a complex tagging plan may be long, both in definition and in integration;
- Don’t do not define a definitive tagging plan: another error is to prepare a tagging plan, and not going back to it again. Wrong choice. A tagging plan is destined to evolve, change and support your developments.
These most common mistakes about tagging plans show that you need to focus your efforts not to leave the “philosophy” that guides the writing of this document. Find the right timing for its writing, and don’t see too big. It is better to start with a simple but realistic tagging plan and then make it evolve over time.
A tagging plan is a living document, a witness to the activity of your site and the actions taken online. By following the advice published here, and integrating this tagging plan into your global web strategy, you will make it a tool to measure success, which will help you maximize profits.
Track the behavior of visitors to your site is a key element in data management. The tracking of the acquisition of its traffic goes hand in hand. Use utms tags to tag your urls and identify the origin of your visits.
Prepare your URLs to track your acquisition traffic
With the free URL creation tool developed by Google, you can configure each URL with the right tracking parameters.
The different elements you can follow are:
- utm_source allows you to identify the source of traffic where your visitor comes from (search engine, sending your newsletter, particular social network)
- utm_medium focuses on supporting the clicked link (email for a newsletter, announcement).
- utm_term allows you to differentiate between links and ads that send to the same URL when clicked.
- utm_campaign helps you analyze keywords that perform the most by adding a tag related to your specific campaign or promotion. (ex = winter_balance). You can also use it as part of a particular show or event that generates targeted traffic to your site.
You can then create custom audience segments in Google Analytics :
Read also: Easily deploy your tagging plan
Looking for a tagging plan?
Download our example