ADOTAS – According to tag manager TagMan, the most typically used advertising tracking tag or pixels, the iFrame container employed by most major ad servers, can take a quarter of a second to load. Most e-commerce sites surveyed by TagMan last year incorporate five to seven tags per page (some have 30 to 40), and these are loaded one at a time.
Do a little math and you figure that tag-loading can potentially add 1.25 to 1.75 seconds to page loads (or even as high as five seconds). Unacceptable in our impatient digital age — research from the Aberdeen Group suggests that just a one-second delay in load time can result in a 7% loss of conversions.
It seems pretty clear: tags are revenue leeches! Rip them off now, publishers, before they suck all your blood!
Or take a look at the just-released third version of TagMan’s tag management system, which features what the company calls Smart Tag Loading. This feature rounds up third-party tags and replaces them with a single smart tag that manages pixel dispersal. When a page is loaded, the tag instantly determines the pertinent tags and eschews unnecessary ones that would simply weigh down a site with their load time.
The tags are then loaded independently and simultaneously rather than one by one; clients can make a rule canceling tags that load too slowly. The shorter tag load times allow publishers to put the smart tag at the top of page, loading before the content, to enhance the accuracy of data collection.
For those of the visual persuasion, here’s a cute animated video that explains the problem and solution:
The aforementioned survey suggests tag loading trouble is a bigger issue than most people realize, with 36% of respondents witnessing tags “break” a website during loading. In addition, 37% reported passing on a new marketing technology due to the strain of tag implementation while 19% cited the same reason for halting a new campaign.