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Tags

What do tags mean?

Tags, in the context of website compliance, refer to small snippets of code embedded in a website’s HTML or JavaScript that allow third parties to collect data about user behavior, traffic, conversions, or interactions. Common examples include marketing tags, analytics tags, or tracking pixels.

How do tags work?

Tags are typically placed in the or sections of a website. When a user visits a webpage, the tag executes and sends data to a third-party service, such as Google Analytics or a marketing platform. Tag managers (like Google Tag Manager) can help centralize and control the deployment of these tags without modifying website code directly.

Tags are important for business functions like marketing analytics, retargeting, conversion tracking, and customer behavior analysis. However, they can also collect personal data, which means they must be managed carefully to align with data privacy regulations like the GDPR, CCPA, and others.

Improper use of tags (like firing them before consent is obtained) can lead to privacy violations and regulatory penalties.

FAQs about tags

Not exactly. While both are used for tracking, cookies store data in the user's browser, whereas tags are pieces of code that can perform actions, like setting cookies, tracking events, or sending data. Tags may initiate cookies, but they serve a broader function.

Yes, in many cases. If a tag collects or processes personal data, such as IP addresses, browsing behavior, or location, then user consent is often required before the tag can be triggered. Under GDPR, this consent must be explicit and informed. Under CCPA, users must be able to opt out of data selling or sharing.

Using a Tag Management System (TMS) like Google Tag Manager, paired with a Consent Management Platform (CMP), allows you to control when and how tags fire based on user preferences. This setup lets you conditionally load tags only after consent has been granted.

Yes. Improperly configured or excessive tags can impact page load times. Best practice is to audit tags regularly, remove unnecessary ones, and use asynchronous loading where possible. A tag audit also helps reduce compliance risks from unknown or unused third-party code.

You can use automated scanning tools like the Clym Scanner or browser developer tools to detect active tags. Look for third-party domains being called, assess what data is being transmitted, and match each tag against its business purpose. Check that consent is being respected and documented.