…and in the darkness bind them? Maybe.
Here at Clix, we are big proponents of website tag managers and often deploy Google Tag Manager for our clients. This is a sign of a bigger trend. That trend being that there are A LOT of website tags to consider, install and maintain.
- Google AdWords
- Google Analytics
- Bing Ads
- Yahoo Gemini
- Facebook Ads
- Twitter Ads
- Pinterest Ads
- DoubleClick
- Quantcast
- AdRoll
- Kenshoo
- Acquisio
- AdStage
- Marin
- DialogTech
- Invoca
- Capterra
- GetApp
- OMG… should I keep going? I’m not done yet.
While the only way to limit the number of tags is to limit the number of channels or services in use, there are times when it is simply unavoidable. Tag managers absolutely make this easier. However, what if the 800 lbs gorilla in the room took matters into their own hands and consolidated their own services and required website tags?
Yes, Google. I’m looking at you. 
Just imagine! Place ONE WEBSITE TAG on every page of your website and POOF! you get:
- Google Tag Manager container.
- Google AdWords rule-based conversion tracking (cuz, we should, like, have this already man).
- Google Analytics.
- Rule-based retargeting audiences based on AdWords and Analytics data.
- DoubleClick site tagging.
You see where I’m going here? At a minimum you would go from 5 tags to manage to 1. If, like many AdWords advertisers, you have numerous conversion goals and conversion tags… the reduction in tag management grows considerably.
As I see it, the advantages of Google kicking ass and giving us the ultimate universal website tag are as follows:
- Simplicity. 5 tags in 1. You do the math.
- As an extension of simplicity – reduce clutter in your tag manager.
- Reduce confusion. “Dear god, all of these services have the name ‘Google’ on them – why don’t they communicate with each other?”
- Advance product adoption (potentially). Even if you only used ONE service, for example Google Analytics, you would already have the tagging foundation in place for AdWords, retargeting, GTM and DoubleClick. While this may not be the biggest barrier of entry for all of us, it is certainly one less thing to deal with to launch something new. Guess I should work in Google sales or something.
- Eliminate having 2 sources for (and places to manage) retargeting audiences. There are features in the AdWords Shared Library that are great. The segmentation ability of the Analytics audience tool is phenomenal. Who’s brilliant idea was it to keep these as 2 separate entities? Fix it.
- Custom, rule-based conversion rules in AdWords.
Is it possible for Google to merge all of the tracking technology from their varied services into a single tag? I have no idea. I’m not a coder/developer/genius. That being said, if anyone has the resources and pool of talent to pull it off, it would be Google. A guy can dream, right?!?!
