Overview
This guide will help you understand the methods of tag implementation that exist and how to remediate them.
What is a Tag?
A network request to a 3rd party technology with a specific purpose.
How are tags implemented on a website?
Tags are implemented on websites through JavaScript files. These JavaScript files can be initiated through 3 methods:
Tag Management Systems (e.g. Google Tag Manager, Adobe Launch)
Content Management Systems (e.g. Wordpress Plug-in/Integration)
HTML on a web page <script> tags (i.e. hard coded tags)
Another Tag or JavaScript file (i.e. piggy-backing tags)
In the section below we will give you detailed examples of how to identify these Tag Initiators and common steps to remediate each kind.
Tag Management Systems
Tags Initiated through a Tag Management System (TMS) are generally simple to resolve.
Somewhere within your organization there is an individual who manages your TMS. This person likely has other responsibilities like implementing analytics and other 3rd party tools.
A TMS operates through conditional trigger logic. Every tag that is initiated through a TMS has specific conditions that must be met or it will not fire. These conditions could be based on the page URL, user cookie consent preferences, elements on the page that are clicked, and much more.
Below is a screenshot example of the Tags menu in Google Tag Manager. You can search for a tag by name if your team has them well labeled and then pause or delete the tag.
You can also modify the trigger logic if the Tag is permitted to fire under specific conditions.
Note: Tag pausing, deleting, and trigger modification will be platform specific functions. Please reference your Tag Management System's official documentation for assistance, if needed.
Content Management Systems
Tags initiated through a Content Management System (CMS) are usually implemented through some form of plugin or integration.
The solution to remediating these tags is to request that your CMS admin uninstall the plugin or deactivate the integration.
If the tag is still needed, but simply needs to follow appropriate conditions, usually you can switch to a Tag Management System implementation instead which offers more flexibility and control.
Hard Coded Tags
Tags initiated directly from the web page are regularly referred to as "Hard Coded" tags.
These tags are typically implemented by web developers using <script> tags like in the image of the HTML file below:
Remediation requires deleting these <script> tags and deploying updates to the HTML files where they are present.
This same exercise may need to be completed across many pages. Ideally the HTML files are controlled by templates so that remediation across a large volume of pages only requires making updates to templates.
If you are unsure which <script> tags represent the tag you are trying to remediate, we recommend you use the free ObservePoint Debugger chrome extension.
If you load the page with the ObservePoint Debugger open, you can select the tag and confirm the request URL matches the tag you intend to remove from the page.
An alternative solution for users who have access to ObservePoint Audits is to use the Tag Initiators report which allows you to hover over a tag and see the request URL it maps to.
Note: This older method of deploying tags is not ideal because of the maintenance required and dependency tagging implementation teams have on development resources. Most modern websites use Tag Management Systems because they offer more flexibility and control.
Piggybacking Tags
Tags initiated directly from another tag or javascript file are regularly referred to as "Piggybacking" tags.
In the case where a javascript file initiates the tag you need to remediate, you need to next determine who owns the file.
If the file is owned or managed by your organization, you need to coordinate with the owner, usually in IT, who has access to the file and delete any code that is sending a network request to the unauthorized tag domain.
If the file is not owned or managed by your organization, you will need to identify the owner or manager.
You may find that the Tag Initiators report is valuable in this effort because it can display the entire chain of network request that preceded the initiator of the unauthorized tag.
Javascript files or tags owned or managed by a 3rd party require making changes to the implementation of a 3rd party technology or contacting the vendor directly for support.