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目次
タグマネージャーの価値
Webマーケティングを行っていると、多様な”タグ”を取り扱うことになります。
- ユーザの動向を分析する「トラッキングタグ」
- 成果を確認する「コンバージョンタグ」
- 再訪のための広告配信を行う「リマーケティングタグ」
各プロダクトごとに上記のタグがあり、複数の広告プロダクトを利用しているとその数は管理するのもうんざりするほどになります。
どれだけのタグが埋め込まれているのか、試しにニコニコ動画へアクセスしてみました。
なかなかの種類のタグが埋め込まれていますね。
これだけのタグがソースに記載されていると、ロードも遅くなるし読むのも嫌になりますね。
また、タグの廃止や更新があるたびにソースをいちいち書き換えて管理しないとならないというのも結構な手間だと思います。
そこで、タグを一つにまとめることが出来るタグマネージャーが登場したわけです。
タグマネージャー内でのカオス
さて、タグのカオス状態を回避するためのツールとしてタグマネージャーが登場したわけですが、そこの中でも管理が煩雑であればカオスが生まれることがあります。
- よくわからない配信ルール
- 重複で登録されている同一タグ
- かっこ良く英語だけで書かれ、何がなんだかわからないタグ名
何も考えずに導入するとかなりの確率で発生してしまう事象です。
カオスを回避するために逃げ込んだ先は新たなカオスだった。
といった悲しい状態を避けるために、ルールを決めて運用しましょう。
タグマネージャーの中で命名規則を決める
今回は最後の「何がなんだかわからないタグ名」を解決するため、命名規則を定義した話です。
理想のタグ名とは
誰でも名前だけで何をするタグかなんとなく分かる
ということだと私は思っています。
前任者からの引き継ぎが楽な感じだといいですよね。
命名則がないと…
いざタグマネージャーの管理画面に入り、タグ一覧ページを見るやいなや…
- Yahoo Sponsored Search ConversionTag
- Yahoo リタゲ
- Google リマケタグ
- GA
- Yahoo コンバージョンタグ
こんなのが並んでたら地獄です。
見づらいし、
一番上のコンバージョンタグと一番下のタグの違いとか中身見ないとわからないし・・・。
ということで、命名規則を定めて、見やすく管理しやすいように改善していきましょう。
命名ルールを決める
１．構文を決める
どういう形式でタグ名を構成するのかを決める。
これがベスト！というのはありません。大切なのはわかりやすいことと、決められていること。
私が利用している例をご紹介します。
【プラットフォーム名】タグ名（日本語 もしくは 社内公用語で）
２．タグ名やプラットフォームの呼び名を決める
タグ名は短めのほうが管理画面上で見やすいです。
しかし、「【Yahoo!スポンサードサーチ】コンバージョンタグ」などの長いサービス名も存在します。
そこで、タグ名やプラットフォームの略称などを統一して可読性の高い短いタグ名に仕上げていきましょう。
例えば
- リマーケティング or リターゲティング
→ 「リマケ」に統一 - Yahoo!スポンサードサーチ
→ 「YSS」に統一 - Yahoo Display Network
→「YDN」に統一
など、それぞれ社内ごとにルールを定めて行ければ良いかと思います。
この２つのルールを利用して上で書いたタグ名を書き直すと
- 【YSS】コンバージョンタグ
- 【YDN】リマケタグ
- 【Adwords】リマケタグ
- 【GA】トラッキングタグ
- 【YDN】コンバージョンタグ
となります。
どうでしょうか。上の例と同じ内容ですが、だいぶ見やすくなったのではないでしょうか。
最後に
管理するためのツールの管理に追われるという本末転倒な事案をなくすため、少しの努力で改善出来ることは改善していければと思います。