April’s monthly update

We’re happy to enter the spring with some exciting updates and new features. Got suggestions? We’re all ears.
Let us know what you think, we love your input!

Proud to welcome new customers and partners 💪🏼

Our journey of innovation and growth continues… Leading companies like Agradi, Allekabels, HEMA, Independer, and Kees Smit Tuinmeubelen are taking control of their data with Code Cube’s data tracking monitoring solutions.

Understanding the importance of monitoring, leading agencies like Adwise, Adresults, Grain Data Consultants, GroupM, iClicks and Netvlies have recently partnered with Code Cube.

Better insights with the Tag Monitor dashboard 📊

We’ve been busy making your Tag Monitor even more helpful! Here’s what’s new.

Tag ID available in dashboard
Do not all tags have the ‘Tag name’ metadata setting enabled in your Tag Manager container? No worries, Code Cube will now show you the Tag ID in the dashboard, ensuring you don’t miss any relevant insights here.

Hourly & daily error analysis
Dive deeper with the ability to analyze errors by the hour or for the last 24 hours. This lets you pinpoint issues quickly and confirm if they’ve been resolved.

These updates make it easier than ever to gain valuable insights from your Tag Monitor and keep your tags firing smoothly.

Tag Anomaly is live! 🚀

Great news! Tag Anomaly, part of the Tag Monitor, is now available for implementation by all clients.

This new feature was presented in our latest newsletter and we are now ready to bring this feature into production.

Unlike the previous rule-based and statistical models, our new AI-driven approach brings a new level of monitoring. It detects irregularities in tag firing patterns effortlessly and enhances the reliability of your analytics. Embrace a smarter, more intuitive way to monitor your tags.

Read more

Exciting news! Code Cube introduces anomaly detection in its Tag Monitor!

Code Cube’s has officially taken Tag Monitoring to the next level with an important upgrade – anomaly detection.

This major enhancement marks a change from the traditional way of tracking tag inactivity issues through static rules. Instead, an advanced AI model is used which is designed to identify anomalies in tag behaviour. Anomalies, simply put, are events, items, or actions that deviate from the normal-, expected behaviour in data. Anomalies based on AI models detect and alert you about irregularities.

The model is taking many more variables into account than is possible manually with a set of static rules. For example, the model takes seasonality and holidays into account, so the model gives different outliers per hour, day or month. When sudden unexpected increases or decreases for a specific tag happen, the system alerts you via mail, Slack or Teams.

Why is this upgrade important for me?

1. Issues will be identified proactively
You will now be able to detect irregularities in real-time and you can address issues before they impact your campaigns.

2. You can say goodbye to false positives
Our AI-driven approach reduces misidentifications, delivering more accurate data for informed decision-making.

3. Let the technology work for you.
Anomaly Detection eliminates the need for manual data examination, allowing you to concentrate on optimising your marketing strategy.

What is the difference with the previous Tag Inactivity model?

Dynamic Thresholds for Tag Activity
With static rules there are fixed thresholds which trigger alerts. Potentially this leads to false positives. With the new Anomaly Model the thresholds adjust dynamically based on learned behaviour, accurately detecting anomalies.

Adaptive Response to Seasonal Changes
With static rules the system struggles to adapt for example to seasonal variations, resulting in inconsistent alerts. The new Anomaly Model however recognizes patterns and adjusts for seasonal changes, ensuring contextually relevant alerts.

With anomaly detection we monitor all outliers and exceptions for all your tags. Based on the AI model the expected number of requests is predicted over time – you will be alerted about all tags that fire other than expected.

The old model was based on static rules; you would be notified when for example a specific tag would completely stop firing.

What should I do?

Do you already have an active advanced or premium Tag Monitor licence for your domain? In that case we will automatically activate this new model for you and no action is required.

If you do not yet take advantage of the benefits of monitoring your tags, this is a good moment to start. Having peace of mind about your tagging is only one click away. Just get in touch with us here.

You don’t know what you got, till it’s gone

Why you need to monitor your tracking- and tagging setup

It is probably the biggest nightmare for online professionals, decision makers and data analysts: unreliable and incomplete data.

Within any organisation, data is the foundation for strategic decisions, solving problems and the ability to run and assess marketing campaigns. We are increasingly dependent on the quality of the collected data to stay relevant and competitive.

Moreover, running online marketing campaigns relies for an increasing part on trustworthy data. Algorithms which are used by for instance Google, Microsoft and Meta work more effectively when you feed sufficient and correct data into their systems.

Therefore it is no surprise that data collection is in the spotlight for quite a while already. Already in 2019 the “tracking rat race” between Safari and Mozilla on one hand and marketers on the other hand was in full swing. Since then many episodes have been added to the saga with most recently the launch of iOS17 and the removal of utm-tracking parameters. With the introduction of new technologies like server-side tagging and the introduction of Data Warehousing the landscape is getting more technical along the way.

Bad or missing data gives a wrong image of your return on investment, algorithms can’t do their job well and ultimately you are wasting part of your advertising budget.

Despite all the attention for data collection, the sad reality in most companies is that stakeholders don‘t even know if and when tags are firing or not. Most websites have extensive monitoring in place for their website infrastructure but the functioning of tag containers and tracking tags are frequently overlooked while they have a significant impact. Correct tagging and tracking, a crucial aspect for collecting consistent and accurate data, is almost always overlooked.

Tracking threats

  1. Tag managers allow marketers to inject code into your website without the help of a developer. At the same time those tag managers don’t have a safeguard in place to stop new code from conflicting with other content or objects. You will not be alerted when tags are not loading, malfunctioning, causing errors and conflicts or slowing down your pages.
  2. Frequent updates on the site as well as third party technologies potentially cause errors which result in a collection gap of several days up to a few weeks. Issues don’t get noticed till it’s too late and the irreparable damage to the data and data quality has already been done.
  3. Dependencies and risks are getting bigger over time due to a growing number of technology partners and tags, each forming a potential point of failure.
  4. A lack of process, lack of knowledge and lack of communication between teams, departments and external agencies poses a risk. This risk is even bigger for companies with multiple domains and larger teams.
    Manual online checks of the tagging setup are time consuming and are not consistent. The results are influenced by for example the time of the day, the location, the device and browser. It’s impossible to test all edge cases.
  5. You can’t influence everything when it comes to tracking and tagging, for example the endpoint could be offline or an API could be malfunctioning without you knowing.

  6. Everyone has the same struggle

    Sometimes you find out by coincidence you have been missing conversions for a specific period and you can only guess how many you have missed based on the numbers of the previous period. During this time you have annoyed all those buying customers with irrelevant retargeting ads. This is money wasted on annoying your customers.

    You are not alone in this struggle. Most websites are not being protected against the tracking threats described above. An average website regularly encounters issues with error percentages of 5% up to 25%. Basically you and most of your competitors currently have no oversight or insight into how tags are impacting data collection and the user experience of your visitors.

    In the land of the blind, one-eyed data collection currently still is king

    You never get a second chance to capture the relevant data of your website’s visitors. Therefore it is fundamental that your tagging- and tracking setup is done in a manner which guarantees a steady and uninterrupted process of data collection. You need to put in place safeguards which alert you realtime when shit hits the fan. This will allow you to act accordingly when something is happening with your tagging, whatever the cause may be.

    Currently the one eyed man can still be king. But what if you could be the two eyed emperor? You can have full control over the tracking on your platform, maximise the quality of the data you collect and your marketing tagging will no longer negatively affect user experience.

    Besides making sure your dataset is up to par, this will save you a lot of time not having to pinpoint the exact cause of the issue and reverse engineer the setup.

    It is possible with real-time monitoring of your tracking and tagging. Automated monitoring ensures a constant stream of reliable data at low costs. Reliable data tracking starts with real-time monitoring and it is the foundation on which any data-driven strategy should be built.


    This blog was first published on the website of the Digital Analytics Summit an event organised by the DDMA, the largest association for data-driven marketing, sales and service in The Netherlands.

    About the authors: Suze Löbker and Harm Linssen are co-founders of Code Cube