Subaru Adopts Universal Tagging System, Will Speed Page Loads
Tags and pixels get inserted on Web pages at various points in a page's lifecycle, some proactively by publishers, and some from various third-parties that serve ads and tracking technologies onto their pages. The result can be a multitude of tags or tracking pixels that can slow the time it takes for a page to load, as they send or retrieve data to/from third-party servers.
TagMan's solution is to embed all of the tags into a "container tag" - a single universal tag - that is served directly from TagMan's servers. The result is to clear up the clutter, and speed up the time it takes to load pages.
The drag on page loading speed may seem infinitesimal from a user's point of view, only a hundred milliseconds or so, says TagMan Founder Paul Cook, but they can have other very material effects on a Web site's performance, especially the way they index and rank on search engines.
"They all take time to load," he explains, adding that some of the most popular Web analytics tools can take up to a second to load, which affects search results.
"Page rank depends on the speed with which a landing page loads," Cook explains.
Cook estimates that average Web page now has at least five tags or tracking pixels on it, and that a typical conversion page - the kind that is used to track and attribute sales performance - can have 15 to 20, and as many as 40 on it.
Subaru joins a roster of clients including Virgin America, Boden, Laura Ashley, Thomas Cook, and Alliance & Leicester that have begun utilizing the universal tagging solution.