An advertiser can follow these steps to implement Tag Manager.

  1. Determine advertiser tagging needs. An advertiser should work together with the agency and Sizmek customer success manager to perform an audit of campaigns and website.

    The agency or marketers should determine requirements around conversion, retargeting, 3rd party tags, business rules, attribution, special domain structure, restricted pages, permissions, tag parameter requirements, dynamic pages, and OnAction-based conversions.

  2. Configure and deploy Tag Manager code.

    1. After defining requirements, an advertiser can formulate a Tag Manager deployment strategy.

    2. A Sizmek Ad Suite user configures the Tag Manager.

    3. The Sizmek Ad Suite platform generates the tag manager code, which should be sent to the webmaster.

    4. The webmaster places this code in the <body> section of the advertiser website’s main templates on the CMS.

    5. If external parameters need to be passed into Tag Manager, for use by one of the conversion, retargeting, or 3rd party tags, the Sizmek Ad Suite user should create variables in Tag Manager that define from where the Tag Manager will retrieve the data. For more information, see Work with Tag Manager Variables. You can also create variables when the Sizmek Ad Suite user creates or edit a conversion activity or retargeting activity.

    The advertiser or agency should provide a comprehensive list of the variables, which they intend to use, to the Sizmek Ad Suite user. The following information is required:

    • Name (for Sizmek Ad Suite use)

    • Data type (number or string)

    • Type (Data Layer, page JavaScript, URL query string)

    • Variable name (name of the variable on the webpage where the Tag Manager is implemented)

    • Context (where the variable will be used, for example, conversion, retargeting, or activity rule)

  3. Review Tag Manager administrative and tagging procedures. The advertiser, together with the agency and/or the Sizmek Ad Suite user, should review and formalize a process regarding notification procedures, especially if they need to introduce any new activity (specifically any 3rd party activity), and assess its potential impact on page load performance. During that process, the advertiser/agency/Sizmek Ad Suite user should also set up Tag Manager’s user permissions.

  4. Create activity rules. The advertiser and agency define activity rules to map one or more web pages to their corresponding conversion or retargeting activities.

  5. Publish your Tag Manager. Publishing activates changes on the Sizmek platform.


    You should always publish your tag manager in these cases:

    • If you use a variable that has never been used in that activity. For example, you use a variable AGE in a conversion activity and then use it for the first time in a retargeting activity. In this case, you must publish the tag manager.

    • If you add or modify a Clicked Element (CSS Selector) in an activity rule. For example, you add a .btn clicked element in a conversion activity. In this case, you must publish the tag manager.

    • If you change any of the three main Tag Manager settings (Protocol, Data Layer Object Name, or Return Server Response), you must publish and resubmit code to the advertiser's web page. For more information, see Work with Tag Managers.

  6. Test Tag Manager Setup. Once Tag Manager has been deployed on the site, the Sizmek Ad Suite user can use the Sizmek Tags Tester Chrome extension on a specific page to test activity rule logic. For more information, see Test Tag Manager.

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