— Google

Strengthening measurement with new tagging capabilities

Sitewide tags are the building blocks of a strong measurement foundation. They help advertisers understand how customers are interacting with their website and ads. But, it’s historically been difficult to set up and manage tags without technical expertise or a tag management platform like Google Tag Manager. To address this, we recently rolled out a single, reusable Google tag so you can do more across different Google products and accounts without changing your website code. Now we’re unveiling another set of capabilities that provide more visibility into your site’s measurement coverage and simplify the setup.

Whether it’s through the Google tag or Google Tag Manager, proper sitewide tagging is essential to successfully measure and act on your data. One company that has shown measurement excellence through tagging is The North Face, a retail brand that’s advancing exploration through innovative thinking, design, and technology. Using our enterprise tag management solution, Google Tag Manager 360, the brand has been able to unlock customer insights that influence everything from future campaigns to product offerings and website design. “Tagging is the backbone of our consumer experience. Rather than forecasting by putting a finger to the wind, we can make data-driven decisions using real-time and historical data.” shares Sarah Kleinman, VP of Digital Experiences.


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