Book A Tag Management Consultation With Our Team
In the discovery calls, we discuss what is currently being tracked on your site, whether your existing tag setup needs an audit or a rebuild, what a data layer would give you, and how we partner with agencies as well as direct brands.
You’d Be In Great Hands. These Clients Are
Tag Management Consulting Services
Data Matters. Analytics Matters. Reporting Matters.
A tag management consulting engagement with Propellant Media may involve some or all of the following services:
- Tag Management System Selection
- Tag Management Audit
- Tag Management System Implementation
- Tag Management System Customization
- Data Layer Architecture
- Documentation
Why Is Tag Management Important
Enablement through tag management is crucial for digital marketers to do their jobs in this day and age. While tag management systems allow marketers to deploy tags on websites and mobile apps, they serve as the foundation for clean and consistent data collection from all channels. This is why it is important to work with a partner with vast experience implementing and customizing tag management systems for many different brands.
The practical case is simpler than that. Every campaign we run is judged on conversions, and conversions only exist if something on your site is firing correctly. When tagging is wrong, the symptom is never “the tags are wrong” — it is a campaign that appears to be failing, a channel that looks unprofitable, or a budget decision made against numbers that were never right. Getting this layer correct before launch is what makes everything downstream worth reading.
Let Our Analytics Team Track All Your Conversions & Pre Conversions
Some companies want to measure phone calls or leads. But there is is always a bigger story to tell on all the actions that lead up to real leads, sales, and even foot traffic to your company. Our advanced analytics team can track everything that is critical to you understanding whether your advertising is truly translating into actions and leads.
Whether it was someone who clicked on your ads or simply “viewed” your ads, we can measure attribution back to the following actions on your website and your store:
- Phone Calls
- Critical Page Visits
- Form/Application Submissions
- Searches On Your Website
- Video Plays
- Chat Box Engagements
- Button Clicks
- Email Click Sends/Submissions
- Foot Traffic To Your Store Front
- And Much More….
What Broken Tagging Actually Looks Like
We are usually brought into a tagging problem sideways, because the symptom rarely announces itself. The common ones:
- Duplicate conversions — the same lead counted twice because a tag fires on both the form submit and the thank you page, which quietly halves your reported cost per lead.
- Conversions attributed to the wrong channel — the last click gets the credit and the channel that created the demand looks worthless.
- Tags fired directly into the theme — then lost at the next site redesign, with nobody noticing until a quarter of reporting is already gone.
- No data layer — so every new tag needs a developer, and the marketing team waits weeks for changes that should take minutes.
An audit answers the only question that matters here: are the numbers you are already making decisions on correct?
Case Study
Tag management usually shows up inside a wider engagement rather than as its own campaign. With this white label partner, our team was brought in on complex Google Tag Manager problems alongside the media we were already running for them.
Tag Management Process
1
KPI Discovery
We dive deep into your business and campaign goals and create the pre-conversions/conversions we want to track via our on your website and via our analytics dashboard.
2
Site Tag Management
In order to track everything appropriately, we need to place HTML coding on your website for platforms like Google Analytics and Conversion Tracking Pixels.
3
Analytics Dashboard
Before we launch your campaign, we build a dashboard customized to your advertising channels including Google Analytics, Ads, SEO, and social.
4
Reporting Delivery
We will deliver standard PDF reports or provide an custom login access to you, allowing you to view the your data across all your campaigns.
5
Measurement
We will tie all of the conversions we’re tracking back to your organic and advertising channels so you can measure your true ROI.
Frequently Asked Questions About Tag Management
What is a tag management system?
A single container installed on your site that holds every tracking tag you use — Google Analytics, conversion pixels, remarketing tags, chat tools, call tracking. Instead of editing your site every time a tag changes, you edit the container. Google Tag Manager is the most widely used one.
Why not just paste the tags into my site directly?
Because they get lost. Tags hard coded into a theme disappear at the next redesign or plugin update, and nobody notices until reporting has been wrong for weeks. Direct placement also means every change waits on a developer, which is how tracking gaps open up in the first place.
What does a tag management engagement include?
Depending on where you are starting: system selection, an audit of what you already have, implementation, customisation, data layer architecture, and documentation. That last one matters more than it sounds, since an undocumented container is a container the next person is afraid to touch.
What is a data layer and do I need one?
A structured feed of information from your site to your tags — what page someone is on, what product they viewed, what a form was worth. With one in place, new tracking can usually be configured without touching the site again. Without one, most changes need developer time.
Can you audit a setup someone else built?
Yes, and it is the most common way we start. Audits typically surface duplicate conversions, tags firing on the wrong triggers, orphaned tags from tools you no longer use, and conversions being credited to the wrong channel. You do not need to move your media to us to have this done.
What can be tracked once tagging is in place?
Phone calls, form and application submissions, critical page visits, on-site searches, video plays, chat engagements, button clicks and email submissions. Paired with conversion zone tracking, foot traffic to a physical location can be measured alongside the online actions.
Do I need this if I only run one channel?
Less urgently, but the argument still holds. Even a single Google Ads account depends on conversion tracking being right, and a mis-fired conversion tag will have the platform optimising toward the wrong outcome. The value grows sharply the moment you add a second channel.
Do you hand the setup over or manage it ongoing?
Either. The container and documentation are yours regardless. Some clients take it in house after implementation, others keep us managing it alongside the campaigns, which is usually simpler when tags need changing as media changes.
“84% of marketers cannot measure and report on the contribution of their programs to the business.”
Most of the time that is not a strategy problem. It is a tagging problem.
If you are not certain the conversions in your reports are counted correctly, an audit is the cheapest thing you can do before spending another dollar on media.
Interested? Fill out the contact form or call us at 1 (877) 776-7358.