What is a tag?

A tag is a small piece of code –often written in JavaScript– added to a website or mobile app to collect information, trigger actions, or enable specific functionalities. Tags play a key role in digital marketing and analytics by tracking user behavior, measuring conversions, integrating third-party services, or launching remarketing campaigns.

In practice, tags can record page views, button clicks, form submissions, purchases, and other user interactions. They are widely used in analytics (e.g., Google Analytics tag), advertising (e.g., Facebook Pixel, Google Ads conversion tag), and personalization tools.

Properly implemented tags ensure that your data is accurate, complete, and ready to power business decisions. This is why managing tags effectively is crucial, as poorly configured tags can cause duplicate tracking, missed conversions, or even privacy compliance issues.

Trackingplan automatically monitors all your tags and tracking scripts, detecting broken or missing implementations, and alerting you when something changes unexpectedly. With Trackingplan, you can ensure your tags are firing correctly, your data stays trustworthy, and your marketing stack runs smoothly without manual checks.

To learn more about how to manage tags effectively for better data accuracy and marketing performance, see our FAQ on Tag Management.