Magento Tag Management

We love Google Tag Manager (GTM).  It is a great product, and it is our default tag management solution.  However, several tag management solutions beat Google to the market – one of which is Qubit Opentag (shocker – started by 4 ex-Googlers), with which we cut our “tag management solution” teeth.  We still have many instances of Opentag deployed on client sites today (although – don’t tell – sometimes we deploy GTM through Opentag to avail ourselves of its great event listeners).

Despite our love for GTM, Qubit Opentag has some very well established tag libraries that make it a better match for client needs in certain situations.  A specific example where Opentag can be a better match is where a site leverages Magento’s ecommerce platform.  Add a requirement to track commissions from multiple affiliate networks, and Qubit Opentag becomes a no-brainer.

An awesome Magento extension makes it a snap to populate the Opentag equivalent of GTM’s dataLayer, called the “Universal Variable” (UV), with page variables (“Data Layer Variable” macros in GTM-speak).  The UV clearly defines to the tag management solution user, product, basket & order confirmation data.  With this Magento extension and Opentag, you are up and running in no time recording ecommerce transactions in Google Analytics (GA) – and also populating complex affiliate pixels with the same page variables used to populate GA e-commerce transaction tags.  The kicker is that Opentag also has some very easy to employ affiliate commission deduplication functionality built-in.  No duplicate commissions = more profits!

Qubit’s executive team tells us that Opentag & their Magento extension will soon support Google Analytics Enhanced Ecommerce.  Yet another reason to consider Opentag as a tag management solution if your site employs Magento’s ecommerce platform.  Reach out to iDimension if you need any help!