Dynamic Tag Management Review: "Adobe DTM is a flexible, customized, secure web analytics solution, but with a learning curve"
- The ability to measure the start and end of an online process to determine where web visitor's are falling out or not completing things such as login, web forms, and shopping cart
- Measure website traffic
- Measure and report shopping cart funnel
- Can be customized to fit your unique business needs
- Because Adobe Analytics requires adding DTM tags to the site, it does require some basic web development skills to ensure it does not impact pageload speed. When working across a large organization with many developers, it is equally important the developers do remove the code, lacking the understanding of what it is.
- The utilization of eVars, Sprops, and events to tag a website, creates a learning curve for technical teams. There is a gap in knowledge of UX | UI design and the strategy of what should be measured and treated as a click event vs. pageload.
- The Adobe consultants provide very little "real world" examples and they do not look at your web design and the user's functionality to recommend a DTM tagging strategy
- All implementations should start first with a tagging strategy: 1) define what are the most important, critical actions or behaviors on the website 2) Write out the details within the Adobe provided spreadsheet for assigning eVars, Sprops and Events 3) Tag the site
- When consulting within the business team, try to refrain from talking eVars, Sprops and events. It is simply too confusing and is much easier to ask what are the online behaviors or interactions that are most important across the site or on the page and then translate those into a DTM tagging strategy and prioritization.
- Don't try to tag everything! Which often results in over engineering, too many technical resources spending too many hours tagging and testing. Quantity of data is not the same as quality.
- Rules: There are a wide variety of native triggers that are included for both plain vanilla HTML and single page applications that allow for many specific combinations of triggers.
- QA: The plugin that allows for QA within the console makes it easy to tell if a rule is firing or not without the creation of a separate environment.
- Version Control: It is mercifully simple to roll back to an earlier version if something goes awry. Remember, no matter how good your QA, something will eventually slip through. It's much better to be able to roll back with a couple clicks.
- Single Page Applications: While it's greatly improved over the years, being able to accurately target certain actions on single page applications. In particular, applications built on React are difficult. The addition of a hash change trigger was quite useful, but more is definitely needed.
- Data Elements: Great new tool, but I need it to be easier to create. I'm not an inherently technical individual, and the main benefit of tag management is reducing the need for technical people.
The only situation in which I think a tag manager is not appropriate is if you have a dev with too much time on their hands. Otherwise, get a TMS and get DTM.
- Easy to navigate the interface
- Dependency on technical team is much less
- Coding effort will be minimum
- People who worked on DTM only can navigate and process the rules, so there should not be a criteria complete the processing rules.
- Framework kind of option should be available
- Troubleshooting documents should be available in Google for implementation
- Manage web analytics tags!
- Tag Marketplace is woeful. To say that "over 300 tags are supported" is disingenuous at best.
- No/unclear product roadmap.
- Logging of user actions.
- Documentation support. It is impossible to extract the configuration to produce a client document which can only be done via manual cut/paste into document.
- Lack of data layer flexibility.
- They claim that mobile tag management "is not allowed by Apple" therefore it will not be developed! Thus, it does not address how instrumentation tags should be deployed/altered in between pushes to app marketplaces.
- Support is poor/very poor.
- It is a rules based tag management system that allows the application of tracking pixels much easier than hard coding.
- By placing 2 pieces of code on the top and bottom of each page of a website, we can create rules that track certain events and relay the information back to Adobe Media Optimizer and Google analytics.
- The initial training can be challenging, especially for people without a strong coding background, but it isn't impossible.
- The publishing process is relatively intuitive, but could be improved upon.
- As it is a newer program for Adobe, support is limited.
Dynamic Tag Management Scorecard Summary
Feature Scorecard Summary
About Dynamic Tag Management
Dynamic Tag Manager, formerly Adobe Tag Manager, is an application subsumed under the Adobe Marketing Cloud used for, as the name would suggest, managing tags, touting the typical acceleration in page loading speed, data standardization, and speed of deployment of tags (sans coding) expected from tag management apps. Through the Dynamic Tag Manager marketers deploy triggered tags to fire when site visitors exhibit interesting behaviors, and turn the events into actionable data.
Adobe acquired this technology from Search Discovery. The platform was originally named "Satellite" by its developers, who continue to operate independently (only the platform was acquired, Search Discovery was not).
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Dynamic Tag Management Technical Details