Excess Ad and Analytics Tags Slowing Page Loads and Contributing to Traffic Abandonment
NEW YORK (May 10, 2010) TagMan, the single-tag/pixel solution to the problems of online campaign tracking, today announced the introduction of ServerTags, that enable publishers to reduce or eliminate slow page loads and audience loss that result from having dozens of ad/analytics tags/pixels on their sites. Slower page loads encourage users to abandon their retail and e-commerce site visits, resulting in lower sales.
ServerTags move the housing of all ad tags and pixels off publisher/retailer pages to TagMan’s server where they still perform their call functions, but do not impede pages from loading.
“A recent internal TagMan study confirmed that the slowest‐loading assets on site pages were tracking tags, taking as long as 250ms to fully load. Based on our experience, a delay of around one second causes approximately 10% of users to abandon the page, suggesting that four tags on the page could cost sites 10% of their potential visitors,” says Jon Baron, TagMan’s General Manager. “While the figures depend on how important the users feel the page content was, such an adverse affect on user experience causes a significant loss of revenue for online retailers. The problems were not just with tags from small vendors, tags from major vendors introduce significant delays to page downloads.”
TagMan ServerTags remove 1×1 pixels from the browser call, speed up systems through cleaner integration and increase the ability of publishers to work with multiple partners.
No matter how many third parties a publisher wants to work with, they only end up with one tag being served in the users’ browsers. Reducing many pixel calls to a single TagMan call benefits both the client and their customers.
“Slow page loads due to excess page tags was already a problem when we did our study in the first quarter, but now that Google recently announced it has started ranking webpages by the speed with which they load, the stakes just got higher for retail and e-commerce sites,” adds Mr. Baron.
TagMan will continue to offer its traditional publisher-side universal tag solution to give its clients the broadest possible choice.
TagMan (www.TagMan.com), the first independent tag and pixel management system, was built and developed by web analytics pioneer Paul Cook as a solution to the problems of implementing new tracking tags on advertiser websites. TagMan has revealed that up to 25% of a typical e-commerce advertiser’s commissions are duplicates. TagMan’s universal tag solution instantly deduplicates sales and attribute credit in real time across ALL online channels so that for every $1 spent with TagMan, clients see up to a $9.50 return on their investments. Existing platforms do not offer this conversion report. The negative impact of too many pixels on a client’s website (contributing to shopping basket
abandonment) drove TagMan’s focus on latency and pixel reduction as a core part of the platform used by clients globally. Clients include online advertisers and agencies in the UK, US and Germany, including Virgin Atlantic, Subaru, Boden, Laura Ashley, Thomas Cook and Alliance & Leicester.
Founded in 2004, TagMan is privately owned and funded and has offices in New York and London. It has received funding from Cambridge Angels and the London Business School E100.
