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BizReport : Advertising archives : September 22, 2010

TagMan: Tagging issues costing traffic, sales

Using a single advertising pixel to tag and track online advertising campaigns seems like a simple solution to a time-consuming problem. But a new report from TagMan indicates that most brands are having issues with ad pixels and tags that are costing not only web traffic but also sales.

by Kristina Knight

tagman.pngTagMan's platform allows marketers to use a single ad pixel or tag to track online campaigns, making it simpler to see what is going on in the campaign. The technology also makes it simpler for consumers are there are fewer delays in getting a website to fully display. The problem comes in the deployment of ad pixels and the problems some brands are having. It can take up to a week for tags to be fully implemented and deployed.

Here are a few interesting findings:

• 99% of those surveyed reported problems with ad pixed/tag implementation or management
• 86% report tags have been implemented incorrectly
• 75% report delays in tag implementation
• 65% report campaign launch delays
• 31% report loss of web traffic

"Unless you are in the IT department, there is a tendency to gloss over the problems of ad tag implementation and management, taking for granted that somehow ad tags are easily added or taken away without cost or consequence," said Paul Cook, TagMan CEO. "As our study shows, there are huge costs and potentially significant loss of revenue from poorly managed ad tags."

The study also found that it can take up to a week to deploy new tags, with IT departments spending between 1 and 2 days on the task.

Tags: ad pixels, ad tags, advertising measurement, online advertising, TagMan, tracking tags

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