Most of us have heard of the term "container tag", yet many marketers do not understand what they are, what they are used for or understand the benefits of using them. We look at what a container tag is and how retailers can make the most of it.
What is a container tag?
A container tag is simply a small piece of code that an advertiser adds to every page of their website, typically by adding the code once to a template. On their own, container tags do not add much (or any) functionality to a page; instead, they are used to manage and automatically load other scripts onto the page. Often they can be configured with triggers, such as "run this script only if the visitor came from a specific referrer", or "fire this conversion pixel when an order is complete". Instead of having to keep track of pages and pages of different code manually, all of this can be managed from one centralised area.
There are many tag management platforms. Some of the more well-known include Google Tag Manager, DoubleClick Floodlight, and Tealium.
Commission Factory also developed a container tag system, which we use for conversion tracking and streamlined integration with advanced affiliate partners (such as retargeting and cart abandonment). When implemented correctly, our container tag should appear on every page of an advertiser's website.
What does a container tag mean for retailers?
Container tags enhance an advertiser's potential by making it easier for them to implement changes, as well as creating a much more seamless process to integrate with advanced affiliate partners who require more advanced tracking integration. For example, integrating a banner retargeting partner might need tracking scripts to be placed on different areas of an advertiser's site. If the advertiser is utilising Commission Factory's container tag, this might be as simple as just a few button clicks.
Over the past few years, web browsers have begun blocking the use of third-party cookies with the goal of enhancing security and privacy. Commission Factory utilises first-party cookies to ensure that our tracking is as accurate as possible, and we use our container tag to manage these cookies. For this reason, container tag implementation has become mandatory rather than optional.
With the Commission Factory container tag present on the advertiser site, we can ensure that tracking is compliant across different web browsers and enable many third party affiliate integrations with ease.
How can advertisers implement a container tag?
Most container tags are straightforward to implement, and each provider will have its own set of instructions for this.
Setting up the Commission Factory container tag is simple. If an advertiser is not currently utilising this functionality, they will need to check the shopping cart integration instructions as the implementation of the container tag is included in the tracking instructions for each shopping cart. These instructions will guide you through the process to implement it correctly and should only take you around 10 minutes.
What are the benefits of having a container tag?
If you are an advertiser, one of the key benefits of having the container tag running is expanding which affiliate partners you can work with. Many affiliate partners offer amazing capabilities that will allow advertisers to reach new audiences and allow for new customer acquisition, retain current customers and encourage repeat sales as well as retargeting capabilities. Some of these affiliate partners work via integrating with our container tag and utilise our tracking technology to offer seamless optimisations which will enable your program to grow. Having our container tag already integrated means you can be first in line to work with new tech affiliates, giving your affiliate program a head start.
Examples of the types of technology partners who require integration include:
- Retargeting, including banner, onsite
- Shopping cart abandonment
- Onsite conversion optimisation
- Personalisation technology
- Inventory optimisation
- Dynamic coupons
- Automated product bundling
- Referral marketing
Another key benefit for advertisers is the cost-effectiveness of being able to reduce the need for direct to site code development work and re-deployment of updated onsite code.
If you are an affiliate, working with advertisers who have the Commission Factory container tag running will mean that you can benefit from our implementation. If you require advertisers to implement code to integrate with your technology, it will be a much quicker and more streamline process if they already have our container tag running. This is because they will be able to include your code within our container tag, therefore indirectly adding this to each page on their website in one easy step.
Key Points to Remember
- The Container Tag was first developed to simplify processes.
- Commission Factory has a container tag that can be used by advertisers and affiliates.
- The Commission Factory container tag can be easily set up by an advertiser via the selected shopping cart integration.
- A key benefit for advertisers when using a container tag is expanding the affiliates they can partner. It simplifies changes that need to be made, by doing it in one spot, i.e. the container tag, rather than across all pages of the advertiser's website.
- A key benefit for affiliates is that you can piggyback off the container tag to utilise your tracking and partner with those advertisers who are running the Commission Factory container tag.