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Signal Tag Management from the Chicago company formerly known as BrightTag (now Signal) is a tag management application free for users of Signal's data platform Fuse, a product for combining visitor and customer data gleaned from visits for a seamless, 1:1 cross-channel experience.https://dudodiprj2sv7.cloudfront.net/product-logos/Cm/e0/QN2W23I6XIG7.pngBe a tag management ninja with Signal (formerly BrightTag)BrightTag is our Tag Management System for all of our eCommerce sites across all brands. Though I am the sole direct user of the tool, my entire team, most of my department, several other departments within the company, and several 3rd party vendors rely on quality data collection from this system. BrightTag enables us to quickly and efficiently create and manage data collection on our eCommerce platforms. In addition to supporting our in-house data collection (SiteCatalyst), we manage all of the tracking pixels required for Digital Marketing Campaigns through BrightTag and have even found it useful for creating ad-hoc Personalized content and, occasionally, have used it to alter the website to fix issues that the typical DEV life cycle would take too long to correct.,Flexibility - we are able to strike a good balance between writing one robust data-collection function that works across multiple page-types or create separate data-collection functions for each page type, based on our needs and expectations. Real Time - no need to write code and wait 2 hours before being able to test it. If I see an issue, I can fix it immediately and see results immediately. Adaptability - BrightTag continues to add new features to the product that simplify our lives (e.g., recently added "Preview Mode" which allows only select individuals, such as third party vendors, to see the changes you have made) Support - the support team continues to be responsive, timely, and with excellent product knowledge and recommendations.,Placing quotes around variable names in the Tag Attributes, but not in the Event Handlers has caused me to mess up more than once. Being able to search the account for all instances of certain text would be very helpful (e.g., search for s.eVar30 to find all places where I set that SiteCatalyst variable).,10,Being able to add/remove 3rd party vendors in mere minutes has allowed our Digital Marketing Team to quickly and easily swap low performing vendors with higher value or trial vendors. This has enabled last-minute ramp-up on unexpected opportunities. Tag Management had an estimated ROI of over 10,000% of cost for the department in 2013. Being able to quickly and easily modify User Interaction bindings has allowed us to create many ad-hoc measurements for UX consideration. Being able to quickly turn these on/off is an efficient way to provide data to settle arguments such as "people love this feature vs. no one uses this feature" Working outside of the traditional SDLC allows us to implement cost savings immediately (e.g., identifying a high-volume s.tl() that eats up a lot of SiteCatalyst requests towards our annual quota - I can easily disable it immediately) Working outside of the traditional SDLC allows us to remove unneeded 3rd party calls immediately. When a vendor in our ad network has performance issues (slow DNS lookups, etc.), it affects our customers. Once identified, we immediately shut down that vendor, improving our customer experience, until the vendor has addressed the issues.,,1,8,Implemented in-houseBrightTag ReviewBrightTag is our current tag management system which is being used by our whole organization but it is a GM mandate that each DSP that we use is integrated with BrightTag. BrightTag simplifies our tagging structure and allows us to place less tags on a given page while still gathering the necessary data.,BrightTag's UI is very user friendly. Creating, editing and setting up tags is pretty easy. Tag performance (fires and unique users) information is easy to attain in the UI.,The UI is pretty slow. Users do not have the ability to go back to a previous page without losing whatever information was previously input. The search feature could be improved.,9,BrightTag has increased employee efficiency. BrightTag has enabled us to cut down the number of times that specific pages are tagged. Tagging a site numerous times slows a page down thus decreasing the user experience. Brighttag has allowed us to easy collect and house tag information, therefore increasing our customer service.,,10It's NOT Google Tag Manager, but it gets the job done.Signal Tag Management is currently being used to manage all of the tags responsible for sending data to our primary analytics reporting account. Two of our departments use the tool: 1) Development and 2) Analytics/Data Strategy. Using Signal has allowed us to build a consistent analytics tracking structure that the analytics/data strategy team can manage when new content/modules are added to the client's website. There is a front load of work required for the developers to implement a data layer push on every action/page load, but this has saved us plenty of hours in the long-term in creating new tags. Sometimes there are cases when there is a new deployment of the site and tags break (either because an event is no longer being triggered or values being passed to certain variables are incorrect). We're able to make changes on the fly by going into specific tags and overwriting values as a temporary fix. Our client has several vendors that run paid advertising which require tracking implementation, but this becomes a simple task since we can create new tags specific to these ads and have them piggy back onto our primary tags. We usually set up the tracking codes on the first round for other vendors, but once that's completed we have them manage their tags by creating a new user account.,Populating your library with new tags is simple whether you're duplicating an existing tag or creating an entirely new one. Creating the firing conditions for a tag. Adding users to different groups with limited or full admin permissions. If you know JavaScript, you shouldn't have an issue with assigning values to the proper variables once your data layer is set up for each page and/or action.,We have a console debugger that alerts when a Signal tag is firing. The problem is it refers to the Signal Tag ID which is unsearchable in the Signal interface. The only way to identify the Tag ID is by clicking on each tag to access its settings. Adding new elements to your dropdown list for Post Event Conditionals isn't as easy as Google Tag Manager. It requires a number of steps that aren't clearly defined in Signal's documentation. Access to documentation on implementation isn't easily accessible. Forced to use the search feature which isn't that helpful OR to contact your Signal account rep.,7,Positive: Increased employee efficiency Positive: Minimize internal discussions on tagging additional content Negative: Requires a large LOE for onboarding other coworkers who will need to use the tool,,Google Tag Manager, Ensighten Analytics,6-10 vendorsA great product for the insanity of the Ad Tech spaceWe are using to track onsite activities for an Automaker. The fragmentation in this industry and poor understanding of the ecosystem by account planners forces us to worth with dozens of different ad tech partners. Each of those partners needs its on tags on the Automaker's sites, and brightTag provides an easy way to implement and adjust each one.,Tag management - its very easy to place and configure 3rd party tags Its easy to adjust firing rules, so your tag loads once per user or once a day.,BT slows down when an advertiser has more than 1000 tags The permissioning isn't clear to the user. One day I put a tag into the system, the next I wasn't able to see the tag I put in there because there was some funky permissioning on my account.,8,BT has calmed the client down, we are no longer at fault for misbehaving tags. Not much on the ROI front.,,8BrightTag after 1 year of Tag Management ExperienceIt is used across the organization on various different accounts. I am part of one of those accounts and use it for a couple of different reasons. Primarily to add easily add vendor tags to different pages of our clients website. These tags are primarily used for payment or optimization purposes. We also have a tag to configure an adobe product. The user ID is also used as a link across various systems for proprietary systems.,User Interface Support scope of use,multi tag upload and modification reporting,8,More inclusiving visitor data faster/better media optimization with combination of other systems,Google Tag Manager,TagMan,Ensighten,9
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Signal Tag Management
11 Ratings
Score 9.9 out of 101
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Signal Tag Management Reviews

Signal Tag Management
11 Ratings
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Score 9.9 out of 101
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Jason Dahlin profile photo
April 08, 2015

Signal Tag Management Review: "Be a tag management ninja with Signal (formerly BrightTag)"

Score 10 out of 10
Vetted Review
Verified User
Review Source
BrightTag is our Tag Management System for all of our eCommerce sites across all brands. Though I am the sole direct user of the tool, my entire team, most of my department, several other departments within the company, and several 3rd party vendors rely on quality data collection from this system. BrightTag enables us to quickly and efficiently create and manage data collection on our eCommerce platforms. In addition to supporting our in-house data collection (SiteCatalyst), we manage all of the tracking pixels required for Digital Marketing Campaigns through BrightTag and have even found it useful for creating ad-hoc Personalized content and, occasionally, have used it to alter the website to fix issues that the typical DEV life cycle would take too long to correct.
  • Flexibility - we are able to strike a good balance between writing one robust data-collection function that works across multiple page-types or create separate data-collection functions for each page type, based on our needs and expectations.
  • Real Time - no need to write code and wait 2 hours before being able to test it. If I see an issue, I can fix it immediately and see results immediately.
  • Adaptability - BrightTag continues to add new features to the product that simplify our lives (e.g., recently added "Preview Mode" which allows only select individuals, such as third party vendors, to see the changes you have made)
  • Support - the support team continues to be responsive, timely, and with excellent product knowledge and recommendations.
  • Placing quotes around variable names in the Tag Attributes, but not in the Event Handlers has caused me to mess up more than once.
  • Being able to search the account for all instances of certain text would be very helpful (e.g., search for s.eVar30 to find all places where I set that SiteCatalyst variable).
If you need to manage many tracking pixels or only data collection for one tracking pixel, BrightTag is an excellent tool. I would love a free version of this to use on simple sites just for the ease with which I could send tracking event information to Google Analytics without worrying about the exact JavaScript on each page.
Read Jason Dahlin's full review
Antonio McFadden profile photo
February 03, 2014

Signal Tag Management: "BrightTag Review"

Score 9 out of 10
Vetted Review
Verified User
Review Source
BrightTag is our current tag management system which is being used by our whole organization but it is a GM mandate that each DSP that we use is integrated with BrightTag. BrightTag simplifies our tagging structure and allows us to place less tags on a given page while still gathering the necessary data.
  • BrightTag's UI is very user friendly.
  • Creating, editing and setting up tags is pretty easy.
  • Tag performance (fires and unique users) information is easy to attain in the UI.
  • The UI is pretty slow.
  • Users do not have the ability to go back to a previous page without losing whatever information was previously input.
  • The search feature could be improved.
BrightTag works great for a large client like GM because it cuts down on the number of tags that have to be created and the number of times a page has to be tagged. It is also integrated with a lot of DSP's so there is a good chance that whatever DSP you are using is already integrated with BrightTag. Also the integration process is pretty simple. I have only used BrightTag with GM and I have been very satisfied with it's capabilities.
Read Antonio McFadden's full review
No photo available
April 29, 2016

Signal Tag Management Review: "It's NOT Google Tag Manager, but it gets the job done."

Score 7 out of 10
Vetted Review
Verified User
Review Source
Signal Tag Management is currently being used to manage all of the tags responsible for sending data to our primary analytics reporting account. Two of our departments use the tool: 1) Development and 2) Analytics/Data Strategy. Using Signal has allowed us to build a consistent analytics tracking structure that the analytics/data strategy team can manage when new content/modules are added to the client's website. There is a front load of work required for the developers to implement a data layer push on every action/page load, but this has saved us plenty of hours in the long-term in creating new tags. Sometimes there are cases when there is a new deployment of the site and tags break (either because an event is no longer being triggered or values being passed to certain variables are incorrect). We're able to make changes on the fly by going into specific tags and overwriting values as a temporary fix. Our client has several vendors that run paid advertising which require tracking implementation, but this becomes a simple task since we can create new tags specific to these ads and have them piggy back onto our primary tags. We usually set up the tracking codes on the first round for other vendors, but once that's completed we have them manage their tags by creating a new user account.
  • Populating your library with new tags is simple whether you're duplicating an existing tag or creating an entirely new one.
  • Creating the firing conditions for a tag.
  • Adding users to different groups with limited or full admin permissions.
  • If you know JavaScript, you shouldn't have an issue with assigning values to the proper variables once your data layer is set up for each page and/or action.
  • We have a console debugger that alerts when a Signal tag is firing. The problem is it refers to the Signal Tag ID which is unsearchable in the Signal interface. The only way to identify the Tag ID is by clicking on each tag to access its settings.
  • Adding new elements to your dropdown list for Post Event Conditionals isn't as easy as Google Tag Manager. It requires a number of steps that aren't clearly defined in Signal's documentation.
  • Access to documentation on implementation isn't easily accessible. Forced to use the search feature which isn't that helpful OR to contact your Signal account rep.
Signal becomes as flexible as any other tag management solution if you're able define the data layer requirements clearly to your development team. The interface is very outdated if you're coming from Google Tag Manager. You might have to know some sort of JavaScript if you plan to make changes to the properties of some tags.
Read this authenticated review
No photo available
February 12, 2014

Signal Tag Management Review: "A great product for the insanity of the Ad Tech space"

Score 8 out of 10
Vetted Review
Verified User
Review Source
We are using to track onsite activities for an Automaker. The fragmentation in this industry and poor understanding of the ecosystem by account planners forces us to worth with dozens of different ad tech partners. Each of those partners needs its on tags on the Automaker's sites, and brightTag provides an easy way to implement and adjust each one.
  • Tag management - its very easy to place and configure 3rd party tags
  • Its easy to adjust firing rules, so your tag loads once per user or once a day.
  • BT slows down when an advertiser has more than 1000 tags
  • The permissioning isn't clear to the user. One day I put a tag into the system, the next I wasn't able to see the tag I put in there because there was some funky permissioning on my account.
Its great if your organization isn't coordinated with its marketing endeavors ( EVERYONE).
Read this authenticated review
No photo available
January 29, 2014

Signal Tag Management Review: "BrightTag after 1 year of Tag Management Experience"

Score 8 out of 10
Vetted Review
Verified User
Review Source
It is used across the organization on various different accounts. I am part of one of those accounts and use it for a couple of different reasons. Primarily to add easily add vendor tags to different pages of our clients website. These tags are primarily used for payment or optimization purposes. We also have a tag to configure an adobe product. The user ID is also used as a link across various systems for proprietary systems.
  • User Interface
  • Support
  • scope of use
  • multi tag upload and modification
  • reporting
I have collected proposals from various tag management systems but only used bright tag, so the best I could do is speak to Bright Tag, and what I heard from sales reps at other companis almost a year ago. Price is a key point during selection process because different systems have different capabilities, it just depends on how much you want to spend and how much you want to do. Some of the questions I would ask would be in relation to available tag types, ability to pass custom data, implementation across channels, global scope of the technology, implementation timeline, conditional firing rules, potential downtimes.
Read this authenticated review

Feature Scorecard Summary

Role-based user permissions (1)
7
Tag library (1)
7
Tag variable mapping (1)
5
Ease of writing custom tags (1)
8
Rules-driven tag execution (1)
8
Tag performance monitoring (1)
7
Improved page load times (1)
5
Library of JavaScript extensions (1)
7
Event tracking (1)
8
Mobile event tracking (1)
8
Data distribution management (1)
7
Universal data layer (1)
8
Automated error checking (1)
5

About Signal Tag Management

Signal Tag Management from the Chicago company formerly known as BrightTag (now Signal) is a tag management application free for users of Signal's data platform Fuse, a product for combining visitor and customer data gleaned from visits for a seamless, 1:1 cross-channel experience.
Categories:  Tag Management

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Signal Tag Management Technical Details

Operating Systems: Unspecified
Mobile Application:No