About Dynamic Site Tags

Our Dynamic Site Tag, which is a JavaScript Tag, allows you to place a single tag on your owned and operated site to gain granular insights. With the Dynamic Site Tag, you can place one tag broadly across your site, then dynamically populate the tag with data about the page category and individual. You can then use this data to build Audiences in the Resonate platform for Insights and Activation. 

Methods

The Tag can get you information through 3 methods:

1. Page Properties Method, where the name of the website section or content category is passed dynamically to Resonate to build as Audiences for insights and activation. 
2. Identify Method, where information about website users is passed to Resonate to build as Audiences for insights and activation. Examples: User registration status (True/False), user login status, etc.
3. Track Method, where events on the website are passed dynamically to Resonate to build as Audiences for insights and activation.

Page Properties Method

Publishers

We recommend you pass the tag in the website section or content category. Example Keys:Values would look like this:

• Content:News
• Content:Sports
• Content:Weather

Retailers

We recommend passing the tag in the product category. Example Keys:Values would look like this as follows:

• Category:TVs
• Category:Smartwatches
• Category:Women's Sweaters

Best practices for utilizing the Page Properties method: 

1. Look at Google Analytics, or whatever tool you use to evaluate your current site traffic.
2. Decide what website sections you want to measure in Resonate.
3. DO: Pass the name of the website section or content category using the examples above.
4. DO NOT: Pass every URL or page name on your website. You also do not need to pass information about less relevant pages on your website, such as your Careers page or About Us page. In other words, don't fire the Tag on low priority or low traffic pages.
5. Pass page categories that will have enough sample to hit our threshold of 2,000 uniques.  A Tag must have at least 2,000 uniques in order to be analyzed.   
6. You are limited to sending 1000 values.

Identify Method

Let's first talk more about use cases for the Identify Method. For both Publisher and Retailer clients, we recommend using the Identify method to pass information about your website visitors and users, for example:

• Is the user logged in - True/False
• Is the visitor a returning visitor - True/False
• Which channel did they come from - Email, Display, SEM, etc.

Best practices for utilizing the Identify method: 

1. Look and see what type of data you have on your website visitors.  Age?  Gender?  Is logged in or registered?  Household income level? 
2. Decide on what type of information is important to capture and pull into Resonate to measure.  
3. DO: Bucket the data!  Example: Are users logging in and giving you their age? Great! Bucket the individual ages into the 6 common age groups (18-24, 25-34, etc) and pass that data onto the Dynamic Site Tag.
4. DO NOT: pass user ID! or individual age, or anything else that's unique per user.  
5. Pass user categories that will have enough sample to hit our threshold of 2,000 uniques.  A Tag must have at least 2,000 uniques in order to be analyzed.   
6. You are limited to sending 40 attributes, each with 1000 values.  

Track Method

Use cases for the Track Method fall into event tracking such as e-commerce properties capturing groups of users who select a download button, add to cart, or buy now buttons. For both Publisher and Retailer clients, we recommend using the Track method to pass information about special events across your website, for example:

• Capture events and details about those events
• The user places an item in a shopping cart
• A website visitor downloads a whitepaper
• A visitor requests more information regarding a product or service

Best practices for utilizing the Track method: 

1. Look at what types of events you have on your site where you want to capture and create audiences for insights, activation and measurement. Think of tracking events that answer these questions: Are your website visitors putting products in a cart? Are they clicking a button to request more information? Are they purchasing products?
2. Decide on what type of event information is important to capture and pull into Resonate to measure, gain insight, and activate.  
3. DO: determine which events are important to your business. Example: Are users requesting information, downloading whitepapers, clicking to call or working in a shopping cart? Great! Capture these events by passing that data onto the Dynamic Site Tag using the Track method.
4. DO NOT: pass every click across your navigation, stay focused on meaningful events to your business.  
5. Pass events with an event name so you can easily and quickly locate these dynamic attributes in Resonate, add them to an analysis, and get insights or measure.   
6. You are limited to sending 40 attributes, each with 1000 values.  

Boundaries

There are some boundaries with Dynamic Site Tag. 

1. For the Page Properties method, you are limited to sending a maximum of 1000 values.  So, you can send 1000 different types of content categories, or 1000 different types of product categories. 
2. For the Identify method, you are limited to sending 40 attributes, each with 1000 values.  So, if you're passing Logged In, Income Groups, and Age Groups - those are 3 attributes. 
3. There is no data hygiene performed on our side - what you pass in via the Tag is what you will see in the Resonate platform.
4. Page and User categories must have seen at least 2,000 uniques in order for it to be analyzed.
5. And as mentioned, the Dynamic Site Tag leverages JavaScript, so any corporate pages that do not allow JavaScript cannot utilize this Tag.