On the official website of the Web Analysts Association (General Incorporated Association), Mr. Kazuki Serizawa, a senior web analyst (ADK Marketing Solutions Co., Ltd. ) has published the results of a survey on the use of Tag Manager.
This report presents the results of a questionnaire survey of 176 people from operating companies, agencies, vendors, and consultants regarding the usage status and issues of Tag Manager.
Reference source: Tag Manager Usage Survey and Direction (Web Analysts Association)
About tag manager usage status
This survey was conducted in May 2020 using Google Forms, targeting 176 people from operating companies, agencies/vendors, and consultants.
Reference source: Tag Manager Usage Survey and Direction (Web Analysts Association)
Regarding the usage status of Tag Manager, 17% of the respondents answered that it was “unusable (cannot be operated on the management screen)” and 22% of operating companies.
Reference source: Tag Manager Usage Survey and Direction (Web Analysts Association)
Regarding this result, Takashi Ogawa pointed out that “Tag Mane can be roughly divided into three levels of difficulty.” There are three steps: “Fire a fixed tag under specific page conditions,” “Configure based on events and triggers that have already been implemented,” and “Configure after performing a new implementation.” It is said that it is difficult to step up from the second stage to the third stage, which requires knowledge of PHP and other languages.
On the other hand, he is of the opinion that it is not necessary for everyone to learn advanced operating methods, and that it is sufficient to understand the mechanism and be able to give appropriate instructions based on that knowledge.
About the troubles of using tag manager
When asked if they had any problems when implementing a tag manager, approximately 80% of respondents answered that they faced some kind of trouble.
Reference source: Tag Manager Usage Survey and Direction (Web Analysts Association)
Furthermore, when comments about the actual state of utilization were divided into categories, it was found that approximately 90% had issues with measurement confirmation and knowledge.
Reference source: Tag Manager Usage Survey and Direction (Web Analysts Association)
Regarding these issues, Mr. Ogawa is of the opinion that as long as you have the ability to memorize knowledge and investigate it according to the necessary implementation, there will be no problems. He also suggests that one thing to always be aware of is to consider whether there is a more efficient method of acquiring data.
Furthermore, the following four pieces of advice are given regarding the “measurement method,” which is the most problematic issue.
① Don’t implement it all at once. We will check each type one by one.
② Verify using both TagMane’s preview mode and browser’s development mode. This makes it easier to identify what is causing the failure.
③ Reasons for not being able to measure are: “It is not implemented in the first place,” “It is implemented but the description is incorrect,” “The variable settings are incorrect,” “The trigger settings are incorrect,” or “The tag conditions or how they are written are incorrect. Either “It’s incorrect” or “It’s not configured on the access analysis side.” Verify them one by one in the order listed above.
④If you still don’t understand, find someone you can talk to and rely on.
On the official website of the Web Analytics Association, you can find Mr. Ogawa’s specific advice and Mr. Serizawa’s information about tag managers required in the respective positions of business companies, agents/vendors, and consultants. .
Reference source: Tag Manager Usage Survey and Direction (Web Analysts Association)