Tag management: Focus on SSL- Security, Structure and Latency
Tag Management

Tag management: Focus on SSL- Security, Structure and Latency

Citation Copied

A recent white paper from Ghostery provides some interesting best practices for managing your site's marketing cloud. Following is a rundown of key take aways from the report including my own comments.


  • Audit all the tags and every pixel fired from your site - including all pixel redirects or additional calls
  • Assess the value of each tag and pixel - identify tag vendors with potential overlaps, expired contracts, non-direct relationships
  • Limit the number of tags on secure pages (HTTPS), if possible use tag whitelist and blacklist feature provides by your tag management system (TMS)
  • Limit the first-party data collection per page especially on the secure pages, otherwise you may be risking your compliance
  • Don't load non-secure tags (HTTP calls) on secure pages - remember not every HTTPS call is secure check for valid SSL certificate
  • Avoid data leakage and unnecessary tags across your site - you may be unknowingly contributing user data to someone else’s campaign
  • Keep track of vendor tag code change and version change - whenever possible load self-hosted vendor tags
  • Keep track what customer data is accessible to tags in the browser (cookies, local storage) or on page (credit card details)
  • Keep track of common cookie tags against your competitor sites, - keep number of common cookie tag low if possible 0
  • Don't set personal identifiable data in the cookies, use HttpOnly cookies if possible, enforce SSL
  • Don't trust data layer for securing your marketing cloud, data layer by virtue of JavaScript is mutable hence can be manipulated


  • Carefully manage you tag manager - have an audit and change management process in place
  • Use dynamic tag serving on key pages - harness visitor profile data to reduce the tag loads
  • Limit parent/child tag chains - especially ad networks vendor relationships are complex - often opens flood gate
  • The more tags you allow your partners to bring in, the less control you have
  • Limit the redundant vendors, reduce duplicate tag loads
  • Consolidate tags by data sensitivity - conversion tags, retargeting tags, etc


  • Keep Tag Deployment Ratio low [1]
  • Ask you tag vendor for expected load and response time for pixels
  • Avoid non-synchronous tag loads - always ask for asynchronous or deferred tag loads
  • Identify the slow loading tags
  • Make sure you page load completes in 3-4 seconds

  1. The ratio of average number of vendor tags per page encountered on the domain, divided by total tags encountered across the domain ↩︎

Abhishek Tiwari

Abhishek Tiwari

Tech Savant, Servant Leader

View Comments
Next Post

Multimodel Database or Polyglot Persistence

Previous Post

Google Tag Manager: Don’t Repeat Yourself Conversion Tracking

Subscribe to Abhishek Tiwari

Subscribe to our newsletter and receive access to exclusive posts and content updates. We don't spam and your email won't be shared with third-parties.

Thanks for subscribing!

Check your inbox to confirm your subscription.

Please enter a valid email address!