Tagging - A Beginner's Guide

A little bit of Penna insight and thinking.


06 Mar 2017

Advertising, Digital, Data & Insight, Tagging, Analytics, Reporting

Tagging - A Beginner's Guide

Tagging helps measure the success of our campaigns by enabling us to track how each audience member arrived at different digital destinations. But how does tagging work and how can it help us improve results for your campaigns?

In the Campaign Management team, we provide insights on website activity and identify how a campaign is performing in relation to its primary objectives. Terms like ‘user journey’, ‘engagement’ or ‘conversions’ fly around pretty frequently, but exactly how is this monitored and presented to help show the effectiveness of a campaign?

Each website has its individual elements – placements – and a click on any of these would lead the user to a different section of the website. If set up efficiently, they should funnel towards our end goal – a conversion.

To track the user’s journey that leads to this goal, we apply tags -  snippets of code - to the individual elements, each of which show us if a placement has been clicked on. Through Google Tag Manager, we can apply floodlight tags to individual pages which show the stats for each page in the website. Some placements help generate lots of clicks which helps generate awareness and boost the brand profile, increasing the likelihood that users will return and interact with the site further. Other placements may return lower clicks but can have high conversion rates.

We can take this a step further by tracking engagement levels through Google Analytics. This shows us things like the duration a user was on the site, the pages they visited and various other stats that can help assess the effectiveness of a website.

The actual distribution of the elements that contain the tags differs on the platform being used. Programmatic Advertising, for instance, displays impressions based on the user profile and an automated bidding strategy, whereas other media sites can display the placements according to the user’s text input on a search field. In each case, the tags track clicks and we are able to report on the effectiveness of the media site.

So when we talk about tagging, we apply codes to a website and individual elements and track the user’s activity. This helps us assess what part of the website is working and which elements help lead to conversions. Tagging gives us better insight on the performance of the media itself and can recommend the best approach for future campaigns.


Zabi Mohebzadeh
Digital Marketing Analyst