Keep your website running smoothly by ensuring no old or unnecessary tags are slowing you down.

Introduction to Dealer Website Tag Audits

In the fast-paced world of car sales, your dealership’s website is more than just a digital brochure—it’s a critical tool for attracting customers and closing deals. But over time, outdated or redundant website tags can accumulate, slowing down your site and affecting performance. Conducting a tag audit helps you identify and remove these old tags, enhancing your site’s speed, security, and user experience.

In this guide, we’ll walk you through the steps to perform a comprehensive tag audit for your car dealership website. We’ll cover how to find existing tags, discover their sources, communicate with your website provider, and explain the importance of owning your own tag manager.

What Are Website Tags and Why Do They Matter?

Website tags are snippets of code embedded in your site’s pages to collect data, track user behavior, and integrate third-party services like analytics and advertising platforms. While they provide valuable insights and functionality, outdated or unnecessary tags can:

  • Slow down your website, leading to a poor user experience.
  • Cause data inaccuracies, affecting your marketing decisions.
  • Create security vulnerabilities, exposing your site to potential risks.

Step 1: Finding Existing Tags on Your Website

The first step in a tag audit is identifying all the tags currently active on your site.

Use Tag Detection Tools

  • Google Tag Assistant (Chrome Extension): This tool identifies Google tags on your site and reports any errors.
  • Ghostery: A browser extension that detects all tracking tags and cookies.
  • Tag Inspector: A comprehensive tool that scans your site for all tags and provides detailed reports.

Manually Inspect Your Website’s Code

  1. View Page Source:
    • Right-click on your webpage and select “View Page Source.”
    • Use the search function (Ctrl+F or Command+F) to look for <script> tags or keywords like “analytics,” “tracking,” or “pixel.”
  2. Browser Developer Tools:
    • Open your browser’s developer tools (usually by pressing F12).
    • Navigate to the “Network” tab to see all the requests made when loading the page.
    • Look for external scripts and tracking pixels.

Step 2: Discovering the Sources of Your Tags

Understanding where each tag comes from helps determine if it’s still necessary.

Check the Domain of Origin

  • Identify External Domains: Look at the source URLs of your tags. They may be the name or abbreviation of a vendor. Common domains include:
    • google-analytics.com
    • facebook.com
    • doubleclick.net
  • Examine The Script: If necessary, read the script and check for comments. Check for a website on the domain, or a whois search that may reveal something about the owner of the domain.
  • Assess Relevance: Determine if the services associated with these domains are still in use.

Examine HTML Comments

Developers often leave comments in the code explaining the purpose of certain tags.

  • Look for Comments: In your site’s source code, search for <!-- to find HTML comments.
  • Gather Information: Notes may include why a tag was added or who requested it.

Review Email Notes and Documentation

  • Search Through Emails: Look for past communications with developers, marketers, or vendors that mention tag implementations.
  • Check Documentation: Review any technical documents or change logs related to your website.

Step 3: Communicate with Your Website Provider

Your website provider or developer can be a valuable resource in your tag audit.

  • Reach Out Directly: Send an email outlining your intent to audit tags and request information about any tags they’ve implemented.
  • Ask Specific Questions:
    • Can you provide a list of all active tags on our site?
    • Are there any tags necessary for the site’s functionality?
    • Have any third parties added tags we should be aware of? Our Paid ads / Social Provider? Our chat provider? Digital retailing? OEM?
    • Add Ticket Numbers, and record tags in a document, sheet, password management tool, or tracker.

Step 4: Evaluate the Necessity of Each Tag

Once you’ve compiled a list of tags and their sources, assess whether each one is needed.

  • Is the Service Still Used?: If you’re no longer using a particular analytics tool or advertising platform, its tag can be removed.
  • Does It Provide Value?: Consider whether the data or functionality the tag provides is beneficial to your current goals.
  • Redundancy Check: Ensure you don’t have multiple tags performing the same function. This can affect your metrics.

Step 5: Remove Unnecessary Tags

With your list of unnecessary tags, it’s time to remove them.

Backup Your Website

  • Always Backup: Before making any changes, create a full backup of your website to prevent data loss. If necessary, contact your website provider.

Remove Tags Safely

  • Through Your CMS: If you’re using a content management system (CMS) like WordPress, you may be able to remove tags via plugins or theme settings.
  • Edit Code Directly: For hard-coded tags, you’ll need to access your site’s files through FTP or a file manager and remove the relevant code snippets.
  • Update Your Tag Manager: If you’re using a tag management system, delete the tags from there.

Step 6: The Importance of Owning Your Own Tag Manager

Using a tag management system (TMS) gives you control over all tags on your website.

Benefits of Owning Your Tag Manager

  • Centralized Control: Easily add, remove, or update tags without altering your site’s code.
  • Improved Site Performance: Efficient loading of tags can speed up your site.
  • Enhanced Security: Limit who can deploy tags, reducing unauthorized additions. Ensure the dealership, not an employee, owns the tag manager
  • Better Compliance: Ensure all tags comply with privacy laws and company policies.

Popular Tag Management Systems

  • Google Tag Manager (GTM): A free, user-friendly option suitable for most businesses. Ideal for most dealer needs.
  • Adobe Launch: Part of Adobe’s suite, ideal for larger enterprises with complex needs.

Step 7: Ongoing Tag Management and Best Practices

Conducting a tag audit isn’t a one-time task. Regular maintenance ensures your website remains optimized.

Schedule Regular Audits

  • Set Reminders: Conduct tag audits quarterly or bi-annually.
  • Stay Updated: Keep abreast of new tagging technologies and best practices.

Document Changes

  • Maintain a Tag Inventory: Keep a record of all active tags, their purposes, and implementation dates.
  • Log Updates: Document any additions or removals for future reference.

Educate Your Team

  • Training: Ensure your marketing and development teams understand the importance of proper tag management.
  • Access Control: Limit tag implementation to authorized personnel.

Additional Tips

  • Vendor Accountability: Hold third-party vendors responsible for any tags they add. Require them to inform you and get approval before implementation.
  • Privacy Compliance: Regularly review tags to ensure they comply with regulations like GDPR or CCPA.
  • Performance Monitoring: Use tools like Google PageSpeed Insights to assess how tags affect your site’s load times.

Conclusion

A well-maintained website is key to providing a top-notch user experience and staying ahead in the competitive car dealership market. By conducting a thorough tag audit, you ensure that your site is free from old, unnecessary tags that can hinder performance and security.

Owning your own tag manager empowers you to take control of your website’s tagging ecosystem, making it easier to adapt to new marketing strategies and technologies.

Remember, your website is often the first impression potential customers have of your dealership. Keeping it optimized reflects the professionalism and quality they can expect from your services.

Stay Accountable with VendorAccountability.com

At VendorAccountability.com, we’re dedicated to helping businesses like yours maintain control over their digital assets. Visit our site for more resources and tips on keeping your website performing at its best.

Feel free to reach out if you have any questions or need assistance with your tag audit. We’re here to help!