No less than 7000 marketing solutions work via tags with the mission of collecting information on your site and your Internet users.

Data represents a considerable stake for any activity, whether commercial or not. Thanks to the data collected, you learn more about your Internet users and their habits. You are able to provide them with a better quality browsing experience, conducive to retention and conversion.

In other words, they allow you to orient your marketing decision-making and optimize the performance of your online business and more generally of your digital activity. But very often, these data are used without knowing if they are correct. In fact, only 46% of brands check the quality of their prospect and customer data.

Yet trusting unverified data is like making blind decisions, an often ineffective strategy. In this article, we ask ourselves the right questions about data quality. Then discover the quality controls carried out by seenaptic, Web Quality Management solution to ensure the accuracy of your marketing data.

Marketing tags: Their impact on your data.

Even if it is familiar to digital teams, the use of tags can nevertheless be a source of problems.

marketing tag

Tagging plan, TMS, Analytics tools… are part of the marketing teams toolbox. Distribution of tags on the pages, choice of information sent to partners, etc. These pieces of Javascript code allow you to manage your partnership strategy, collect the information necessary for your web analyzes or even ensure the relevance of your marketing campaigns.

But who can assert with confidence and certainty master all the data that passes to partners with a tag placed on their site?

Many checks of your Tag Management must be done, impossible to perform manually on a regular basis!

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What information to pass on to your marketing partners?

When configuring your tags, you should ask yourself several questions:

  1. Is all the information I want to transmit, or rather that I am asked to transmit, essential?
  2. Is this data personal? If yes, :
    1. Do I have the consent of my internet user in whole or in part?
    2. Is this data not collected by third parties?

Is the information transmitted to third parties correct?

When triggered on your site, your tags will generally retrieve the information directly from the datalayer. However, it is not foolproof and the information it collects may be incorrect. The implementation, the evolutions or even the releases are unfortunately all too often accompanied by regressions at this level.

The objective is to check that the information from the datalayer and collected via the tags is strictly identical to that present on your website.

For example :

Your Analytics tool collects the price of the product in the datalayer. This is indicated at 30 €. However, on the product sheet, it is indeed € 40. The results of your analyzes will be called into question.

Are your tag settings OK?

example tag seenaptic

Checking that the tags fire, and fire with the right parameters is essential. It can for example happen that your Analytics tag is badly configured after a production release. One of the consequences may be that your pre-production Google Analytics account ends up in production! The navigation data of your Internet users will then go back to the wrong account. As a result, you have lost data that you will be unable to recover. Your audience analysis is skewed.

As a member of the marketing team, are you sure that your request has been correctly implemented by your IT colleagues?

In other words, are you sure you are using the same terms as your technical team? Are your requests precise enough? When you say “segmentation” do you mean RFM products or segmentation?

How to confirm that the results of your marketing campaigns are not incorrect?

One example among so many others. Imagine that an Adwords campaign redirects to a landing page that is not tagged with Google Analytics. The user is then invisible to GA. If the user continues to navigate and goes for example to the homepage or a product page, their visit is then listed in direct access! Your statistics are wrong and the results of your Adwords campaign underestimated.

Do you respect the consent of your internet users?

At the time of the GDPR, the new European regulations stipulate that Internet users must be able to choose to share all, only part or none of their data. Resulting in a multitude of possible combinations of agreement and refusal, how can you be sure to respect the wishes of your users?

Do you know all the tags that fire on your site?

So far we’ve talked about the tags on your site that you already know. But have you heard of the wrappers? When triggered on your site, these meta tags embed other tags that you did not initially choose. This exposes you to “piggybacking” and you are no longer in control of your data and the tags triggered on your site.

Web Quality Management: 4 essential checks…

It is impossible to provide an answer to the above problems without regularly checking your implementation. For this there is seenaptic, a Web Quality Management (WQM) solution. Its objective is to automatically and exhaustively verify that your marking plan is well respected and that your data marketing is accurate.

1: Check that the triggering of your tags complies with your tagging plan.

The first step is undoubtedly the most strategic. Check that the tags on your site are triggered on the correct page categories. These checks must be done regularly and therefore ideally be automated. Your site is evolving and so is your branding plan. What was true last week may not be true tomorrow. On the other hand, these tests must concern 100% of the pages of the site because orphan problems can occur in isolated places. To judge the overall quality of your site, there is no other solution than to test its completeness.

2: Check that the right information is sent to the right marketing partners.

You must check that the parameters of your tags correspond to what you have entered in the marking plan.
For this, logical rules of controls apply. Take the example of a Google Analytics Tag: the field “Pr1pr” must be exact at “price” in “Data Layer”

But is this price recorded in your datalayer identical to the price visible by your internet user on the product sheet?

The benefit of such checks is twofold. On the one hand, you increase the reliability of your marketing campaigns. On the other hand, you control your data transfers. In addition to the data on your website, tags can collect information about your Internet users. In the case of personal data, you protect yourself against dataleakage.

3: Map your tags.

seenaptic detects all the resources loaded on your site. This means that beyond the tags referenced in your TMS, the solution allows you to know precisely all of the tags present on 100% of your pages. In the worst cases, they can be faulty, malicious, coming from the competition … In short they can represent a risk for the proper functioning of your site, the loading times of your pages as well as the personal data of your Internet users. Decide to whitelister or blacklist them. You will have better control of the tags present on your site and will have a square tag repository as part of the GDPR.

4: Follow the quality KPIs over time.

Without an indicator, it’s impossible to know whether or not you are improving, or to what extent. These KPIs must be contextualized by category of pages (product sheet, blog pages, etc.) to easily detect priority optimizations.

How does a Web Quality Management tool work?

example contextualization

The goal of a WQM tool is to control the entire pages of your site to ensure the quality of your Tag Management and your Data Analytics. For this completeness, seenaptic uses crawlers to browse the pages as well as scenarios to access the pages requiring user action (checkout, customer area, forms, etc.). It then classifies them by context of pages (blog, product sheets, universe, etc.) to perform specific checks by templates. These verifications are made according to control rules that you have established.

In a desire for regularity and proactivity, three types of checks are carried out:

  • Full crawls across your entire site (monthly);
  • Partial crawls on a sample of pages (every day / week);
  • Monitoring crawls on the different page contexts (every hour).

… For 7 advantages

A controlled Tag Management brings many advantages:

  • Compliance with the GDPR;
  • Protection of internet users’ data against dataleakage;
  • Effectiveness of marketing campaigns;
  • Relevance of web analyzes;
  • ROIstes business decision making;
  • Improvement of the quality of the datalayer;
  • Better use of data;
  • Better allocation of resources (less fix).

Many brands use Tag Management, but almost 95% do not control its reliability. Be part of the 5%!

About the Author


I have been Associate Sales Director at NETVIGIE since 2013. We are developing monitoring solutions to improve the digital quality of the sites. seenaptic is a Web Quality Management tool that controls the quality of Tag Management: good compliance with the tagging plan and respect for data marketing.

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Article written in collaboration with Netvigie