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You know all those digital marketing tools that allow you to track your traffic, run A/B tests, and perform a variety of other mission-critical services?? All of these have code snippets called “tags”, each loading from its own server.

您知道所有这些数字营销工具都可以用来跟踪流量，运行A / B测试以及执行各种其他关键任务服务吗？ 所有这些都有称为“标签”的代码片段，每个都是从其自己的服务器加载的。

Not only can these tags greatly increase your site’s loading time, managing tens of these tags can be a real beast. Plus, each of these tags has to be implemented by a developer, who is probably already overburdened.

这些标签不仅可以大大增加您网站的加载时间，而且管理数十个这些标签可能是真正的野兽。 另外，每个标签都必须由开发人员实施，而开发人员可能已经负担太重了。

It used to be that individual tags were just part of the deal. Now, though, there’s a better option: tag management is becoming more and more popular with marketers. It allows them to implement tags on their own, without needing to include a developer any time they want to try something new. Tag management can also reduce page load time, which often has a positive effect on business metrics.

过去，单个标签只是交易的一部分。 不过，现在有了更好的选择：标签管理在营销人员中越来越受欢迎。 它允许他们自己实现标签，而无需在他们想尝试新事物时就包括开发人员。 标签管理还可以减少页面加载时间，这通常会对业务指标产生积极影响 。

In this article I will explore how tag management can help you in your daily business, and how you can benefit from it. Let’s start by taking a closer look at tags.

在本文中，我将探讨标签管理如何在日常业务中为您提供帮助，以及如何从中受益。 让我们从仔细看一下标签开始。

什么是标签？ (What are tags?)

Tags are more of a marketer’s term — developers probably know them as code snippets. Whatever you call them, these are the little pieces of code you need to add to your site in order to use a whole range of tools.

标签更多是营销人员的术语-开发人员可能将其称为代码段。 无论您叫什么名字，这些都是您需要添加到站点上的小段代码，以便使用各种工具。

Still a bit vague? Let me give you some examples. Google Analytics uses a tag on your site for tracking visitor behavior. In the advertising world, Google Adwords and AdRoll use tags to measure conversions. Running A/B tests of your pages with Optimizely? There’s another tag.

还是有点模糊？ 让我给你一些例子。 Google Analytics(分析)使用您网站上的标记来跟踪访问者的行为。 在广告界，Google Adwords和AdRoll使用标记来衡量转化。 使用Optimizely运行页面的A / B测试？ 还有另一个标签。

Facebook is the king of tags, as it uses different pieces of codes for conversion tracking, re-targeting, Likes, Shares and more. See how it adds up quickly?

Facebook是标签之王，因为它使用不同的代码段进行转化跟踪，重新定位，点赞，分享等。 看看它如何Swift加起来？

一直向下标记 (Tags all the way down)

Tealium, the market leader in tag management, found that a staggering 15-50 tags are in use on an average site. Each tag has to be loaded independently. That’s bound to cause problems.

标签管理的市场领导者Tealium发现，每个站点平均使用15-50个标签。 每个标签必须独立加载。 那势必会引起问题。

Having 15-50 tags on your site might seem a bit too much at first. It basically means you’re using 15-50 different service. It adds up fast though.

起初，在您的网站上拥有15-50个标签似乎有点过多。 这基本上意味着您正在使用15至50种不同的服务。 它加起来很快。

For visitor analysis you are probably running Google Analytics, with 1 or 2 additional tools for specialized tracking. Here you can think of an e-commerce tracking tool like KISSMetrics, or Parsely if you’re a publisher. It is not uncommon to run 2 tools for the same purpose, since each of these tools has it’s unique features and you don’t want you business to rely on just one.

对于访问者分析，您可能正在运行Google Analytics(分析)，其中有1或2个其他工具可以进行专门跟踪。 在这里，您可以想到一个电子商务跟踪工具，例如KISSMetrics；如果您是发布者，则可以使用Parsely。 出于相同目的而运行两个工具的情况并不少见，因为每个工具都有其独特的功能，并且您不希望您的企业仅依赖一个工具。

You most likely have 1 or 2 A/B testing tools running, such as Optimizely and Visual Website Optimizer. Heatmap tracking with CrazyEgg and ClickTale. Retargeting with Adwords and AdRoll. Content distribution with Taboola and Outbrain.

您很可能正在运行1或2个A / B测试工具，例如Optimizely和Visual Website Optimizer。 使用CrazyEgg和ClickTale跟踪热图。 使用Adwords和AdRoll重新定位。 Taboola和Outbrain的内容分发。

And then there’s ad management, where you can have different zones with different providers. So you’ll need your DoubleClick, Criteo, Atlas, BuySellAds, SiteScout etc. code inserted.

然后是广告管理，您可以在其中拥有不同提供商的不同区域。 因此，您需要插入DoubleClick，Criteo，Atlas，BuySellAds，SiteScout等代码。

We’re at 16 tags already, and nothing out of the ordinary. I think you get my point that you’re easily tied up in tens of tags. Even though they probably are as optimized as can be, it’s still a lot of tags.

我们已经有了16个标签，而且没有任何异常。 我认为您的意思是，您很容易陷入数十个标签中。 即使它们可能已尽可能优化，但仍然有很多标签。

Wonder what happens to your site when you got 50 or even 100 of these tags running wild on your site?

想知道当您有50个甚至100个这样的标签在您的网站上狂奔时，您的网站会怎样？

Well it looks much like this. What you seeing here is only about 15% of the total numbers of external scripts loaded.

好吧，看起来像这样。 您在此处看到的内容仅占加载的外部脚本总数的15％。

Now let’s look at grades along with the loading time and total numbers of request loaded.

现在，让我们看一下等级以及加载时间和已加载请求的总数。

It’s safe to say that having too many independently loaded tags causes slow loading sites, inefficient use of vendor tools, grumpy developers and frustrated users.

可以肯定地说，有太多独立加载的标签会导致加载站点缓慢，供应商工具使用效率低下，脾气暴躁的开发人员和沮丧的用户。

And that’s just performance. What about modifying these tags? What if you want to update your tags with new advertising campaigns, targeting lists or split-test different pages?

那仅仅是性能。 如何修改这些标签？ 如果您想使用新的广告系列，定位列表或对不同页面进行拆分测试来更新代码，该怎么办？

That’s going to cost you lots of money and even more patience, because most changes can only be performed by your already-overburdened developers. You’re probably not the only one wanting to make changes to the site. What if Marketing wants to try a number of different overlays to increase sales? Or Sales is pushing for a layout change to improve cross-sales? You will have a hard time arguing that your change is a priority, even if it has great potential in the long term.

这将花费您很多钱，甚至更多的耐心，因为大多数更改只能由您本已负担过重的开发人员执行。 您可能不是唯一想要更改站点的人。 如果市场营销想要尝试许多不同的重叠式广告以增加销售量怎么办？ 还是销售部门正在推动布局变更以改善交叉销售？ 即使从长远来看它具有很大的潜力，您也会很难辩称更改是当务之急。

This means you simply have to wait for the dev team to find the time to make the changes, or for your request to make it through the pipeline, from spec to testing to the live site.

这意味着您只需要等待开发团队找到时间进行更改，或者等待从规范到测试再到现场的整个过程中进行更改的请求。

解决方案？ 标签管理！ (The Solution? Tag Management!)

By now you see the problem with tags running in the wild, so let’s look at a solution. This is where tag management comes in. An efficient tag management tool requires only one tag to be included in your site’s code. The rest of your tags are added in the management section of the tool.

到现在为止，您已经看到了标签狂野运行的问题，下面让我们看一下解决方案。 这就是标签管理的用武之地。一种高效的标签管理工具只需要在网站的代码中包含一个标签即可。 其余标签将添加到该工具的“管理”部分中。

After tag management is implemented, you can:

实施标签管理后，您可以：

• Easily add, modify or delete tags without touching the site.无需触摸站点即可轻松添加，修改或删除标签。
• Increase loading times by relying on only one provider.通过仅依靠一个提供商来增加加载时间。
• Take your dev team out for a coffee instead of watching them down a quick espresso between two small tasks. 让您的开发团队出去喝咖啡，而不是看着他们在两个小任务之间喝一杯快浓咖啡。

I mentioned Tealium before, as they are the leader in tag management solutions. Tealium has a perfect tool for managing tags, called Tealium IQ. It has some additional features on top of regular tag management:

我之前提到过Tealium ，因为它们是标签管理解决方案的领导者。 Tealium有一个完美的标签管理工具，称为Tealium IQ。 除了常规标签管理外，它还具有一些其他功能：

• Real time tag management allows you to tweak your tags within minutes.

  实时标签管理使您可以在几分钟内调整标签。

• Protect the privacy of your visitors and customers by letting them decide which tags shouldn’t load.

  让访问者和客户确定不应该加载哪些标签，从而保护他们的隐私。

• Multiple premium content distribution networks to make sure you tags are loaded 100%.

  多个高级内容分发网络，以确保您的代码加载了100％。

• Use a site scan to make sure all tags are loaded properly.

  使用站点扫描来确保所有标签都正确加载。

• Gather raw data on your visitors to be used for future campaigns.

  收集访问者的原始数据，以用于将来的广告系列。

• Clear instructions on how to add new tags eliminates the risk of messing up the code.

  关于如何添加新标签的明确说明消除了弄乱代码的风险。

• Tealium IQ has 700+ tags in their Marketplace for you to choose from.

  Tealium IQ在其Marketplace中有700多个标签供您选择。

Tealium has been doing tag management for years, but recognizes that you haven’t. I really liked their approach to support: ample documentation, written clearly, and organized logically. If that’s not quite enough, they offer training courses via their Tealium University program, with multiple events across the US. It’s great when a company takes this much effort to ensure their product is used to its maximum potential.

Tealium已经从事标签管理多年，但认识到您还没有这样做。 我真的很喜欢他们的支持方法：充足的文档，清晰的文字和合理的组织。 如果还不够的话，他们会通过Teaium University计划提供培训课程，并在美国各地举办多次活动。 当一家公司付出如此巨大的努力来确保其产品被最大程度地利用时，这是很棒的。

玩耍的时间到啦 (Time to Play)

Without tag management, it can take quite awhile before you actually get to play with a cool new app.

如果没有标签管理，则可能要花相当长的一段时间才能真正使用一个很棒的新应用程序。

First, you need to find out how the tool is implemented. Then you need to find the proper code snippets to send to your team’s developer, and specify where and how to include it. After that’s done, the struggle for a priority begins. And once you finally have it queued up in the development line the waiting begins, only to be followed by lots of testing once it’s implemented. After you’ve gone all through this, you need to psych yourself up again to start using the tool — and after all this, let’s hope it was worth the wait!

首先，您需要了解该工具的实现方式。 然后，您需要找到适当的代码段以发送给团队的开发人员，并指定在何处以及如何包含它们。 完成之后，争夺优先权的斗争就开始了。 一旦最终将它排在开发线中，等待就开始了，一旦实现，便要进行大量测试。 完成所有这些步骤之后，您需要重新振作起来以开始使用该工具-毕竟，让我们希望值得等待！

Now let’s see how easy it is to add a new tag to Tealium IQ, and how quickly you can change it afterwards. I’ll show you this by using Optimizely, a well know A/B testing tool.

现在，让我们来看看向Tealium IQ添加新标签有多么容易，以及之后如何快速进行更改。 我将使用众所周知的A / B测试工具Optimizely向您展示这一点。

A/B testing is a perfect example of why you might need to edit your site fast and often, based on real-time data.

A / B测试是为什么您可能需要根据实时数据快速且频繁地编辑站点的完美示例。

Optimizely recommends that you add their tag to all of your site’s pages, to ensure it’s always loaded when you are running projects. This also means that the code is loaded when there’s no project running for that page. It’s best to avoid loading useless code, but most vendors still advise you to do so.

Optimizely建议您将其标记添加到站点的所有页面，以确保在运行项目时始终加载该标记。 这也意味着当该页面没有任何项目在运行时，将加载代码。 最好避免加载无用的代码，但是大多数供应商仍然建议您这样做。

Not with Tealium IQ. You just select the pages where you want the code to load, and disable it when you’re done. Let’s see how easy that is.

不配合Tealium IQ。 您只需选择要加载代码的页面，并在完成后将其禁用。 让我们看看这有多容易。

First head over to Tealium.com, which has free 30-day trial.

首先前往Tealium.com ，该网站具有30天的免费试用期。

When you’re signed up, head over to the “Tags” section. Here you’ll find a little green button called “Add tag”. This is where the magic starts. Do a search for Optimizely, and click “Add”.

注册后，请转到“标签”部分。 在这里，您会发现一个名为“添加标签”的绿色小按钮。 这是魔术开始的地方。 搜索Optimizely，然后单击“添加”。

Enter a title for the tag, and a project ID. Then hit “Next” to specify which page to code needs to be on.

输入标签的标题和项目ID。 然后点击“下一步”以指定需要在哪个页面上进行编码。

In this case I choose to include the code only in the shopping cart. Click “Next” again.

在这种情况下，我选择仅将代码包含在购物车中。 再次单击“下一步”。

Data mapping allows for very advanced precise targeting, but we’ll skip this for now. Just hit “Finish” and you’re done.

数据映射可以实现非常高级的精确定位，但我们暂时将其跳过。 只需点击“完成”即可。

That’s it, you’ve successfully added the Optimizely tag to your shopping cart page in about one minute.

就是这样，您已经在大约一分钟的时间内成功将Optimizely标签添加到购物车页面。

If you’re done adding tags, you can select the “Save/Publish” button in the top right corner for it to deploy on your development or production site.

如果添加完标签，则可以选择右上角的“保存/发布”按钮，以将其部署在开发或生产站点上。

You can add as many tags if you like, and the code on the site itself remains the same. So if you want to run different tests on different pages, just add new tags and select the relevant pages.

您可以根据需要添加任意数量的标签，并且网站上的代码保持不变。 因此，如果要在不同的页面上运行不同的测试，只需添加新标签并选择相关页面即可。

Here’s something to make your dev team happy: Google recently decided to upgrade their tracking code for Google Analytics. Their new code is called Universal Analytics.

让您的开发团队感到高兴的是：Google最近决定升级其针对Google Analytics(分析)的跟踪代码。 他们的新代码称为Universal Analytics。

As I wrote in this article on upgrading, most sites have their Analytics code implemented in the site itself. Upgrading can be a real nightmare.

正如我在升级文章中所写的那样，大多数网站的网站本身都实现了其Analytics(分析)代码。 升级可能是一个真正的噩梦。

Not with Tealium. Just replace the old tag with the new tag, and you’re done. If you want to make your dev team’s day, tell them they won’t have to track down the Analytics codes all over your site, and they’ll be buying you coffee!

不与Tealium。 只需用新标签替换旧标签，就可以完成。 如果您想成为开发团队的工作日，请告诉他们他们不必在整个网站上跟踪Analytics(分析)代码，他们会为您购买咖啡！

It’s this simple for most vendors. Just imagine how great it is when you come across a new tool to use, and you can take it for a test-drive right away.

对于大多数供应商来说，就是这么简单。 试想一下，当您遇到一个要使用的新工具时，它有多棒，您可以立即将其用于测试驱动。

开发人员也会喜欢它 (Developers will love it, too)

If you need more ammunition to convince your dev team to implement tag management, how about this? They can take the tags currently running on the site, and manage them with Tealium in the future. This means they no longer need to keep track of code updates — it can all be handled via Tealium. This alone is a real time saver.

如果您需要更多弹药来说服您的开发团队实施标签管理，那又如何呢？ 他们可以获取当前在站点上运行的标签，并在以后使用Tealium对其进行管理。 这意味着他们不再需要跟踪代码更新-所有这些都可以通过Tealium处理。 仅此一项就可以节省时间。

Developers will also enjoy the same benefits as non-technical staff when it comes to setting up new tools. Since it’s all standardized, they can be assured that any new tool is implemented correctly, so they won’t have to wade through pages of documentation first. Another time saver!

在设置新工具时，开发人员还将获得与非技术人员相同的收益。 由于所有工具均已标准化，因此可以确保他们正确实施了任何新工具，因此不必首先浏览文档页面。 节省时间！

结论 (Conclusion)

Tag management really is a marketer’s dream. It allows for great flexibility and drastically improves implementation time and reduces loading times. And with Tealium you’ve got a great tool on hand for you and your dev team to move on to more important arguments – like whose turn it is with the ping pong table.

标签管理确实是营销人员的梦想。 它具有极大的灵活性，并大大缩短了实施时间并减少了加载时间。 有了Tealium，您和您的开发团队就拥有了一个很好的工具，可以继续进行更重要的争论-例如轮到乒乓球桌了。

翻译自: https://www.sitepoint.com/tag-management-bringing-peace-developer-marketer-relations/

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