Streamlining web development using a tag management plan

Our approach

Together with the web development team, we looked at the structure that RNW had in mind for the websites. We also mapped out the objectives and KPIs. Based on this, we determined which website elements should be measured as standard. Each element was assigned a specific value that was applied to all websites. So a share button had the same value on website A as on website B and website C.

The values were measured using Google Tag Manager and the events were reported using Google Analytics. The fixed pattern with specific, recognisable values for all elements was then integrated into RNW's web development process.

The result

Because we already involved the web development team in the development of the tag management plan in the preliminary phase, the processes could be seamlessly integrated. This reduces the risk of data collection being interrupted by errors in the implementation.

All websites are now built based on the same building blocks and our tag management framework. As a result, build is structured and efficient. Every website is now measured on the basis of the same values, so that reports are clear, insightful and comparable.

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