Tag Manager
Tool that manages tracking and marketing tags on a website without directly modifying the code.
Tag Manager: A tool that allows you to deploy, manage and update tracking and marketing tags (such as Google Analytics, advertising pixels, conversion events...) on a website without directly modifying the source code. It offers great flexibility to marketing teams and saves time in managing measurement and management tools.
In a CRO and A/B testing context, the tag manager can be used to trigger tracking events related to tests, or send variant data to analytics tools (e.g., via the dataLayer).
⚠️ However, it is not recommended to implement the A/B testing tool directly via the tag manager (e.g., AB Tasty, Optimizely, Dynamic Yield), as this can:
- delay the loading of the test script,
- increase the risk of flickering (temporary display of the wrong variant),
- harm targeting accuracy and test stability.
To ensure reliable and high-performing tests, it is preferable to integrate A/B testing scripts directly into the source code, ideally in the site's <head>, so that they trigger as early as possible in the loading cycle.
Autres termes : A/B testing
View the full glossary- A/B TestingA/B(n) testing is a method that compares two or more versions of a web page, an application, an algorithm, advertising banners, etc., to determine which performs best.A/B testing
- AA TestA type of test where two groups receive the same experience to ensure that the testing system is reliable and that observed differences are not due to chance.A/B testing
- Client-side testing (A/B test)Client-side testing modifies the content visible to the user via scripts executed in the browser.A/B testing
- DatalayerA data structure used to transmit information between a website and a tag management tool.A/B testing
- Feature FlaggingA technique for enabling or disabling features remotely without deploying new code.A/B testing
- Feature RolloutThe progressive rollout of a new feature to a subset of users before a full launch.A/B testing