A pretty good Tag Container and deduplication engine
Pros
- Creating new pixels is very easy, as well as organizing all of them, handling prioritization between different partners' pixels.
- Defining the perimeters and constraints where the pixels need to be fired is a breeze.
- Deploying the container and keeping track of all the modification is very well done.
- The configuration of the deduplication rule is pretty flexible.
Cons
- Reports. Tag Commander lacks in term of reports of what's happening. There is an additional module called Attribution Management System that gives you a lot of insights, but more basic reports to understand what has been fired will be useful.
- Support. Tag Commander support is very low responsive. It took several days to have the first feedback and generally, it takes a lot of emails to get what you need.
- Deduplication engine flexibility. The engine is there and it works pretty well, until you have a slightly different need. In that case you need to implement something custom in terms of implementation, reports, etc. A more flexible approach would be useful.
Return on Investment
- It let us deploy new pixels/fixes to pixels independently from the IT deployment process.
- It let us easily turn on/off and sort the pixel execution based on partners' priority, assuring better data tracking for more important partners.
- It provides out of the box pixel implementation for tons of partners, but really often we need to rewrite the pixel from scratch as they're not up to date.
Other Software Used
Google Analytics Premium, New Relic Browser
