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Tag Manager
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Tag Manager: Tool for deploying, managing and updating tracking and marketing tags (such as Google Analytics, ad 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 monitoring tools.
Against a backdrop of CRO andA/B testingtag manager can be used to trigger test-related tracking eventsor send variant data to analysis tools (e.g. via 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 may :
- delay test script loading,
- increase the risk of flickering (temporary display of the wrong variant),
- affect targeting accuracy and test stability.
To guarantee reliable, high-performance testsit is preferable tointegrate A/B testing scripts directly into source codeideally in the <head> so that they are triggered as early as possible in the loading cycle.
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