In marketing, data is the engine that drives everything. Decisions are made in the dark when there is not enough of it. To make the right decisions about campaigns, budgets, and strategy, it is a priority to have enough data points to determine what is and is not working. The real problem occurs when tags suddenly stop collecting data without anyone noticing. Most organizations are unaware of how often this occurs.
When data collection goes silent
When tags aren’t firing consistently – important business decisions are based on only a small portion of actual user data. Most organizations have experienced these tag problems:
- Profitable campaigns appear unsuccessful because conversion tracking only records a small percentage of sales.
- Thousands of dollars are spent on advertisements, but tags quietly miss half of conversions.
- When tags for specific user groups stop to function, entire customer segments are removed from analytics.
The most dangerous aspect is the silence. Dashboards don’t flash red warnings or reports don’t alert on missing data. Decisions are still being made based on information that is becoming less and less trustworthy.
The growing complexity of tag management
Tracking is more unreliable than ever. Browser updates, developer changes, cookie settings, and speed optimizations can all break tags without warning. One failure can trigger others, quietly disrupting data collection. Even small site speed improvements can unintentionally cut tags short, while cookie consent rules how data is gathered. The real danger? Hidden dependencies. One tagging error can lead into multiple errors due to complex dependencies and set-ups.
Worst of all, these issues rarely raise red flags. Tags might fire at a fraction of their normal volume, yet dashboards and monitoring tools make it look like everything’s fine.
The real cost of tag volume drops
The impact of tags missing data is extensive, such as:
- Bad decisions: Teams make budget choices based on incomplete data.
- Wasted spending: Money flows to channels that only look effective because their tracking works better.
- Falling behind competitors: They use complete data while you work with partial information.
- Missing UX problems: Customer issues go undetected when tracking fails to capture them.
- Loss of data trust: Teams return to gut feelings after seeing too many unexplained data fluctuations.
When tag volumes silently drop, immediate consequences follow:
- Effective campaigns get paused because performance metrics appear poor
- Investment increases in channels that seem successful but are actually just tracking more consistently
- Leadership receives reports of declining performance when the only actual problem is compromised tracking
This leads to wasted resources, missed opportunities, and damaged credibility. All because tag firing rates weren’t being monitored.
Introducing Tag Volume monitoring
Undetected drops in tag firing volumes can corrupt your marketing decisions for days before you notice. That’s why we built a functionality for Tag volume monitoring with the Tag Monitor – to ensure your data collection volume never silently declines again.
Rather than discovering data collection problems during monthly reporting cycles (when it’s far too late), organizations learn within minutes when a tag begins underperforming.
How Tag Monitor protects your data volumes:
- Set individual rules for monitoring per tag, page or domain.
- Our tool learns the daily and weekly patterns in your tag firing volumes and alerts you to anomalies.
- Get notifications via email, Slack, or Teams the moment tag volumes drop below expected thresholds.
- See tag firing frequency over time in the Tag Monitor dashboard to spot gradual decreasing data before it becomes a problem.
With Tag Monitor, you transform those gut feelings about declining data quality into concrete volume alerts – so you always know your tags are firing at the expected frequency and your marketing decisions are based on complete information.
Take control of your tag volumes
The most successful digital marketers I know don’t just analyze data – they verify its collection volume and consistency. Code Cube’s Tag Monitor gives you confidence that you’re capturing the expected volume of interactions, not just a fraction of what should be tracked.
Start monitoring your tag firing frequency today and ensure every marketing decision is based on complete data collection.
At Code Cube, we build data monitoring tools that protect marketing teams from errors or data loss in there web-analytics or marketing systems. Our Tag Monitor, ensures your analytics and tracking systems capture every interaction at the expected volume, giving you complete confidence in your marketing data.
