Right, let’s have a talk about outdated tracking tags in Google Tag Manager (GTM)?
Now, if you’ve been working on your website tracking for a few years, there’s a good chance you’ve got a load of old, outdated tracking tags clogging up your Google Tag Manager account, slowing down your site, and making it hard to carry out tag management. As with house keeping, there comes a time when you’ve got to clear out the junk and get things back in order.
So, what are these outdated tags, and how do they creep into your GTM setup? Well, they often come from old marketing tools you’ve ditched, services that are now six feet under, or outdated versions of tracking scripts.
Let's have a look at 12 examples of these pesky outdated tags, shall we?
Old Google Analytics Tags – Ah, The Classics!
Now, first up, we’ve got some classic Google Analytics tags. You might remember the ga.js tag from back in the day – well, it’s been retired. Google moved on to Universal Analytics (that’s the analytics.js script), and now, we're all being pushed to the shiny new GA4 (that’s the gtag.js script). If you’re still using the old stuff, it's time to update, mate! Otherwise, your analytics could be as outdated as a flip phone in 2024.
Old Google Ads Tags – Time for a Rethink
Back when we all called it AdWords, you might’ve installed some conversion tracking tags or remarketing scripts that did the trick at the time. Well, those older tags are now about as useful as a chocolate teapot. You should swap them out for the latest Google Ads conversion tracking and remarketing tags. Otherwise, you’ll be missing out on all the modern bells and whistles, not to mention more accurate tracking.
Third-Party Tags – A Graveyard of Discontinued Services
Next up, you’ve probably got a few tags hanging about from services that are no longer with us. Maybe you tried a fancy marketing tool or some third-party analytics service that’s since gone belly-up. If those tags are still on your site, they’re just dead weight. They won’t do owt but slow you down, so it’s best to get rid and give your site a bit of a spring clean.
The Old Facebook Pixel – A Blast from the Past
Remember when the Facebook Pixel was the talk of the town? Well, like everything in tech, it’s had a bit of a revamp, and if you’re still using an old version, you’re missing a trick. The latest Facebook Pixel script has got more features, works better, and plays nicer with modern browsers, so it’s time to bin the old one and bring your site up to date.
Social Media Tags – They’ve Moved On, So Should You
Platforms like Twitter and others have changed how they track users over the years. If you’ve still got old Twitter Universal Website Tags hanging around, it’s time for a refresh. Social media tracking moves fast, and using old scripts might mean your site isn’t tracking data properly anymore.
Old Heatmap or Session Recording Tags
Now, if you’ve ever used tools like Hotjar or Crazy Egg to see how visitors are behaving on your site, you might have some old heatmap or session recording tags in place. Like everything else, these tools update their scripts from time to time, so if you’ve not checked in a while, your old tags could be outdated. Swap them out for the latest versions to keep things running smoothly.
A/B Testing Tags – Don’t Be Stuck in the Past
If you’ve done any A/B testing with tools like Optimizely Classic, there’s a good chance those tags are well out of date. Modern A/B testing platforms are more efficient and offer better tracking, so make sure you’re using the latest version to avoid any unnecessary confusion with your data.
E-commerce Tracking Tags – Keep Up with the Times
If you’ve got an online shop, you might have old e-commerce tracking tags in place. But now, Google’s pushed everyone towards enhanced e-commerce tracking, which gives you better data and more features. If your e-commerce tracking is still living in the past, it’s time to make the switch.
Affiliate Marketing Tags – Is That Network Still Around?
Affiliate marketing has been around for yonks, and if you’ve been in the game a while, there’s a chance you’ve got some tags from affiliate networks that have either moved on or shut down entirely. If so, get rid of the old ones and update any affiliate tracking you’re still using.
Old Site Speed Tags – Time for a Tune-Up
Site speed is key these days, and back in the day, we used all sorts of tags and scripts to track it. If you’re still running old site speed tracking tags, they could be doing more harm than good now. The modern equivalents are better, so swap ‘em out and give your site a bit more speed.
Custom HTML Tags – Are They Still Doing the Job?
Finally, if you’ve been using custom HTML tags to run some scripts, it’s worth checking if those scripts are still supported or even necessary. Old or unsupported APIs could be slowing your site down or causing errors. It’s best to review and replace these if needed.
Why It Matters
Keeping these outdated tracking tags on your site is a bit like driving an old banger. Sure, it still gets you from A to B, but it’s not efficient, and it’s prone to breakdowns. Outdated tags can mess with your data, slow your site down, and even cause security risks. By updating them, you ensure that your tracking remains accurate, secure, and in line with best practices.
Plus, when it comes to SEO, having a well-optimised site that runs smoothly is essential. Old tags can increase load times and hurt your rankings, so giving your GTM setup a good tidy-up is always a smart move.
How SEO Agencies Can Help
Now, if all this sounds like a faff, don’t worry – this is where an SEO agency can be worth its weight in gold. They can come in, audit your GTM setup, identify which tags are outdated, and handle the whole updating process for you. They’ve got the know-how to make sure everything’s running as it should, so you’re not losing out on important data or harming your site’s performance.
Not only will an agency ensure that your tags are up to date, but they can also help you implement the latest and greatest tracking solutions to stay ahead of the game. Whether it’s updating to the latest GA4 or revamping your remarketing tags, an agency will keep you on the cutting edge without you having to lift a finger.
Final Thoughts
Outdated tags are like clutter in your garage – easy to ignore but bound to cause problems eventually. Taking the time to clean the old tracking tags up not only improves your site’s performance but also ensures you’re getting accurate data to base your decisions on. And if you’re not sure where to start, an SEO agency can sort it all out for you, so you can focus on what really matters – growing your business and keeping your customers happy.
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