Plan de marquage

You now have a brand new and beautiful website. The questions come up, how do you see what your users are doing, and is the UX you have in place good or not? Do your visitors easily find what they came for (and what you want to put forward)? …

These are all questions that will require you to not only track traffic but also analyze the interactions between your visitors and your site. A clear tagging plan will help you answer all these questions, and also to better understand your visitors. Let’s start by defining what a tag is and what a tagging plan is before going further in demonstrating the importance of a clear and scalable tagging plan.

What is a tagging plan?

Before getting to the heart of the matter, let’s better understand what a tag is. A tag is a small piece of code that is placed directly on your site and that is linked to your analytics tool (like Google Analytics or ATinternet, for example). Thus, these small pieces of code will allow you to follow the interactions of your visitors with your site and collect data. These tags are the basis for better understanding your visitors.

When you have only one or two tags on your site, it is easy to find them, but the more important your site is, the more difficult it is to find them. This is when a tagging plan is essential to find your way around.

The tagging plan is a document on which you will find all the tags that will be implemented on your site. We will find the organization and the implementation process to be able to measure your audience and analyze it. In concrete terms, it will be an excel document that will allow you to classify the code of your different tags according to your pages, actions, and priorities, …

The usefulness of a tagging plan

So, the first use of the tagging plan is to gather all your tags in the same place. This will give you a clear view of them. Indeed, this plan will allow you to better perceive the interactions of your visitors on the different pages of your site. For example, it can be interesting to know if your users are going to download white papers, have problems closing a pop-up, …

A document including all the actions you follow allows you to have a better vision and a better reflection on the interactions taking place on your site rather than doing it on the fly. In addition, setting up tags can be a difficult exercise, so mistakes can be common. So, by testing the codes beforehand, you will be sure of your code and that the results obtained are correct.

Nevertheless, the tagging plan should not be a fixed document. You must know how to make it evolve if you notice that the behavior of your visitors’ changes or that they do not react as you had envisaged. Moreover, your site must live and evolve, so your tagging plan must know the same dynamics and be modified accordingly.


A tagging plan is an important document in the search for a better understanding of your visitors. As with all important documents, it is essential to take the time to have a correct document where you have thought through the data and what data needs to be collected. If you collect too much, you will get lost. You should only collect the data that is necessary for the development of your site and your business.


For a perfectly optimized tagging plan, Richard Bulan creates documents that are perfectly adapted to your website and to your specific data needs to improve your knowledge of visitors. We are at your disposal for any request.

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