What are webpage tags?

Webpage tags are small snippets of code embedded within a website’s HTML or JavaScript that send information to analytics platforms, marketing tools, or other third-party services. These tags are essential for tracking user interactions such as page views, button clicks, video plays, form submissions, and e-commerce purchases, acting as the bridge between your website and the various tools you use to measure performance, personalize experiences, or run advertising campaigns.

Webpage tags can include analytics tracking tags (e.g., Google Analytics, Adobe Analytics), advertising pixels (e.g., Facebook Pixel), remarketing scripts, and A/B testing tools. By collecting and transmitting user behavior data, they allow marketers, analysts, and product teams to gain insights, optimize conversion funnels, and make data-driven decisions.

However, when webpage tags are not implemented or maintained correctly, they can cause serious issues—such as missing or duplicated tracking, slow page load times, and even unintentional collection of PII (personally identifiable information), leading to privacy compliance risks.

Trackingplan helps solve these problems by automatically detecting broken, missing, or duplicate webpage tags, monitoring changes in your tracking setup, and alerting you before these issues compromise your data quality. With Trackingplan, you can ensure your tags remain accurate, compliant, and fully aligned with your analytics and marketing strategy—without having to manually audit every page.