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Potential Customer-Impacting Resource Issues

  • Unstable resources can block rendering of other page features.
  • Resources consume browser resources, impacting page latency.
  • Resources can block ability to interact with page while it’s loading.
  • Resources introduce security and fraud risks.
  • To ensure accountability, each implemented tag should have a recorded:
    • Start date and end date (to last no longer than 1 year, or to be re-considered at the one-year mark).
    • Clear understanding of the objective of the tag (the inherent goal of the vendor, and how/why that helps the objective of the organization), to ensure that tags aren’t drawing on more data than agreed to.
    • Ownership (contact information internally and externally).
    • Triggers, if available (in many cases, vendors need only to fire at specific times, or in specific instances, and therefore it is not necessary for them to be collecting data on every page load).
    • Location, or necessary geographies/domains, needed for the tag to be implemented (in many cases, vendors need only to be placed in a specific geographic domain, for example).
  • Tags should be load-tested and proven out before deployment, considering performance (of tag, and impact to page), redirects and security in this process.
  • Tags should be performance-tested and monitored in a synthetic environment, as well as a real-user (RUM) environment to ensure minimal impact to the customer experience. 
  • Synthetic measurements should be used for in-depth technical analysis, geography and browser-specific metrics, and alerting (though many false alarms can occur).
  • RUM measurements should be used for tag and page trends and a greater understanding of actual customer-impacting instances.
  • Asynchronous-loading tags do have an impact on page load (and therefore, customer experience), as they have a direct impact on the number of resources needed to load a page.
  • Additionally, asynchronous-loading tags also, if placed before the on-load event, impact search rankings negatively. 
  • Doc.write-implemented tags are not recommended in any capacity.
  • Many organizations still leverage “free” tags, such as social widgets, but it is worth considering the potential “costs” that these tags pose to security and/or performance.
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