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Using a tag manager does come with consequences on your web pages loading speed. In a previous post, we’ve pointed out that this impact can’t be limited to the asynchronous loading of the embedded tags, and that your tag manager can become a serious problem for your website performance. So now it’s time to explore a few best practices about tag management so that this tool could meet its marketing goals without compromising your webpages’ speed. With the help of L’Oréal’s Digital Ad Tech Manager and several experts.

Be aware of tag management impacts on web performance

In many cases, awareness of tag managers’ potential impact on web performance is lacking. “Generally, these stakes are not enough taken into account,” concedes Christophe Caulet, Digital Ad Tech Manager at L’Oréal. Georgene Nunn (marketing consultant/blogger) makes a similar observation: “Many people in charge of TMS [Tag Management System, NDLR] are non-technical, and in my experience, the performance and load time of websites is neglected outside of technical teams unless there is serious lag that’s generating complaints from users/visitors“. …

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Optimiser. Voilà un terme qui doit vous être plus que familier. En travaillant dans le domaine du web marketing, vous en avez même quasiment fait un sacerdoce. Pour vous, optimisation rime d’abord avec conversions, acquisitions, taux de rebond, etc.

À la rigueur, vous pensez aussi au design ou à l’expérience utilisateur. Mais la vitesse de chargement de vos pages, elle, ne vous sera probablement pas venue à l’esprit, en tout cas pas en premier lieu.

Cette omission peut s’expliquer simplement. Par réflexe, vous songez à des notions que vous maîtrisez et que vous manipulez quotidiennement, par ailleurs vous pouvez penser que le suivi de la performance technique de vos pages web n’est pas de votre ressort. …

At Dareboost, we have a motto: you can’t assess your overall website performance with one single metric! Nevertheless, some are more synthetical and relevant than others. We consider Speed Index as one of the most important indicators to analyze. Let’s discover why: what does the Speed Index indicate? How is it measured? How to interpret and use it properly?

How fast do your web pages seem to your visitors? That is the main question you’re trying to answer when measuring your web performance. However, that is definitely not the easiest thing to do properly!
None of the most known indicators (eg: fully loaded time) allow us to capture relevant and comprehensive information about user experience. …


Philippe Guilbert

Previously journalist, chief editor, BU manager, startup founder, and Dareboost #marketing manager. Now webmarketing & Digital Transformation consultant.

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