Tag Types Overview

Control Tag

The Control Tag is javascript code placed in the <head> section across all pages of a website to enable tracking, targeting and more. This code can perform a wide variety of functions such as user matching, capturing user attributes and URLs, and creating real time segments. It can also be used as a Tag Management feature utilizing SuperTag. Additional information about the Control Tag can be found here.

 

SuperTag

SuperTag is a tag management system that is used to manage other tags. It allows for full control over how your tags are fired through tag firing capabilities such as conditional tag firing, throttling, and data and frequency-based targeting.

For example, if you want to run a tag onsite beginning and ending on specific dates, instead of manually adding the tag to the page on the start date, and then manually removing it on the end date, SuperTag allows you to predefine and automate the start and end date. This means you only have to change the live code once, therefore making fewer live code changes.

 

Event Pixel (Event tag)

Event pixels are snippets of code that can be placed on specific parts of a page. They are used to capture user interactions such as clicks, downloads, and sending form data. These interactions can be used to understand how people respond to prompts on a page, content, advertising messages, or as a means for additional first party data capture. A pixel fire is represented by a 1 x 1 transparent image that is placed on the page when the event fires.

Here are a few use cases:

Example 1: If a publisher wants to build a segment of users who make a purchase, a pixel could be placed on the “Complete Purchase” button in their online store.

Example 2: If a publisher wants to build a segment of people who completed watching a particular video, they could place a pixel in the code for the video that fires when the video completes.

 

Media Tag

Media tags are used as a means to categorize and identify media attributes for the purposes of reporting and building segments. The media attributes captured via media tags can include brand, campaign ID, placement ID, creative ID, ad ID and conf ID.

For example, if a marketer builds a campaign that utilizes the media tag, media attributes will be collected. These may include campaign ID, placement ID, creative ID, adID, etc. A marketer could then build a segment of media attributes and include users who were exposed to a specific campaign. The marketer could then target that segment to a new campaign using sequential messaging.

 

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