Strengthen the monitoring of your tagging plan by testing your dataLayer, your analytics and marketing tags.
To deliver the best customer experience possible, it's important to first understand your users' behavior when they browse your site or application. But with an increasing number of interactions, between login buttons, add to cart, add to favorites, search bars, call-to-actions, contact forms, etc., ensuring effective tracking is becoming more and more complex. That's where the interest lies in making a branding planThis is where the interest lies in creating a tagging plan, also known as a datalayer in the jargon of web marketing.
What is the marking plan?
A what? We'll quickly explain: if you want to track your site/app traffic and analyze user interactions, you need to add tags. These tags, also called markers, are tracking tags, which are pieces of code that you add to a link. These tags will then be used to track the actions, the paths of your users (which buttons they clicked on, in which order) and collect data (where they came from).
And the tagging plan is nothing more than a document that lists all the interactions you want to measure via your web analytics tool, describing in particular the organization and implementation of these tags. In addition to improving the customer experience, the tagging plan also allows you to increase your performance, because the more you know your users, the more you can adapt your paths to them and satisfy them, and the more you satisfy them, the more likely you are to convert them.
But be careful, developing a tagging plan is very good, but there is no point in doing it if you don't think about testing your dataLayer regularly.
Why do dataLayer tests?
1. Monitor your releases
It is important to verify that the tags you have implemented are triggered, that there is a data layer on all your pages and that the data collected corresponds to your tagging plan. By controlling the proper functioning of your tags on your different environments, you can anticipate and secure your production launches. You can then deliver your product with your eyes closed (or at least half-open)!
2. Optimize your referencing
When you make changes to your site or application, it sometimes happens that your tags are overwritten or deleted. And this has a direct impact on your SEO and therefore your visibility. To ensure that you are well positioned in search engines, you should regularly test your tags, their triggers and their values in order to correct as soon as possible if there is any bug.
3. Make your data more reliable
The whole point of setting up a tagging plan, or datalayer, is to collect data on your users in order to make the most relevant decisions to optimize their conversion. But you still need to collect the data properly and, above all, you need to collect the right data. And the reliability of the data relies in particular on good monitoring and good maintenance of the data, via tests in particular.
> The Suri-tip: Rather than pulling your hair out by performing manual data layer tests at each new production startup, which can quickly become tedious and, above all, a real waste of time, consider automating them. Mr Suricate In particular, we have integrated this new feature to allow you to automatically check the triggering of your analytics events.
