Developing Your Website Strategy

The Dynamic Site Tag is created in Resonate and is JavaScript code that will then be deployed in your Tag Manager. The Creating Your Dynamic Site Tag and Deploying Your Dynamic Site Tag sections will walk through the steps on how to create and deploy your Dynamic Site Tag. The steps are general and apply to every company; there is no specific strategy that needs to be considered by your company. Once deployed the tag will be populated in Resonate and capture visitation at topline domain level and capture general tag fire on all pages.

On the other hand, before implementing the Track Method strategy we recommend your company first determine your individual strategy and what information from your site you would like to track and populate. Your company will need to identify which site pages, sections, button clicks, and user actions. will be tracked and populated back to Resonate for further analysis and insights. It is important to identify your strategy before using the steps to Implement the Track Method. 

While the below are samples of common use cases, there are many more advanced capabilities with the Resonate Site Tag.  You can apply these methods to capture the basic site engagements and measure more advanced use cases.

Media Companies (like News Sites or other Digital Publishers): The first step is to make sure the Site tag is firing across all the pages of your site.  This will enable you to attain macro-level insights on the entire site audience.  It can be helpful to tag your Tier 1 and Tier 2 Site Sections so that you can leverage the data to study visitors to the site sections.  This can help you sell these site sections for sponsorship opportunities.  You may also have a newsletter or some type of call-to-action feature where you may want to see data about consumers who engage with that content. 

Brands and e-Commerce websites: The first step is to make sure the Site tag is firing across all the pages of your site.  This will enable you to attain macro-level insights on the entire site audience. It can be incredibly valuable to tag the Tier 1 and Tier 2 site sections as this is where you can develop insights and analyze the types of customers engaging with these product pages.  The User Event tag capabilities can also enable you to study how audiences change as they move through the purchase funnel of the website.  You can capture audiences who then visit the homepage, navigate to a product page, add an item to their cart, and then ultimately make a purchase.  Seeing shifts in these audiences as they move through the funnel can enable you to optimize your targeting strategies and creative messaging. If brands have brick and mortar locations, the site tag can be adapted to pass details about which stores customers are researching; enabling you to then develop insights on your regional customers.

Political Candidate and Advocacy websites: The first step is to make sure the Site tag is firing across all the pages of your site.  This will enable you to attain macro-level insights on the entire site audience and understand what types of people are interested in learning more about the candidates and causes.  The Tier 1 and Tier 2 site sections can be additionally measured to understand insights about visitors that engage with content around particular causes.  User Events can be used to measure visitors that engage with petition signature calls to action or those who site up for further details.