Master Class: Reconciling Tracking Performance and Respect for Privacy

Tracking migration: 6 steps to a successful operation

The author

Eric Dumain


Published on


5 minutes

Tracking migration: 6 steps to a successful operation

Even for the best of marketing teams, embarking on a tracking migration can be stressful. It's normal: the operation is delicate, and some mistakes are not allowed. But fortunately, it is possible to put all the chances on your side with a few good practices to secure the migration process!

Prepare the tracking migration well

Carry out a complete inventory of fixtures

The first essential step is to carry out an exhaustive inventory, consisting of well-defined conversion objectives translated into the tagging plan, SMART KPIs, with GDPR compliance applied to each consent. Not forgetting to check that the tagging in production is a reflection of the tagging plan at the moment! A tool that gives a snapshot of the instant plan is therefore essential.

Prepare tagging plans

No migration without a tagging plan! You have to generate them, clean them, then convert and adapt them. If the generation can be facilitated by a visual studio like Data on Duty's, the high value-added tasks remain in your hands. All this without any code development, since the machine takes care of it.

The deployment of the new on-site tagging

Manage versioning and application of reference tagging plans

In order to have a global vision of your versioning, consider managing the brand, region and campaign specifics of all your plans. Rely on multi-brand or multi-country management!

Carry out the acceptance and monitoring

Once the deployment is launched, the operation is far from over: an exhaustive acceptance test, which can be facilitated by certain governance platforms, is necessary. It's time to check that all the data is coming back, and that the tagging plan is implemented as planned!

Check the conformity of the tagging to the initial plan

Discrepancies happen. DL, TMS, Tags, variables, values... it's best to have alerts to notify you of the slightest mismatch between the tagging plan and the deployment result.

While there is no such thing as zero risk, it is in your best interest to minimize potential errors. This requires careful monitoring of these steps, but also the use of the right tools. It's up to you!

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