Data Management & Integration Flashcards

What is the primary benefit of using a tag management system (TMS)?

Answer: It lets marketers deploy and update tags without a code release

A TMS decouples tag deployment from site code releases, speeding up changes.

What is the purpose of a data layer on a web page?

Answer: To hold structured page and user data that tags can read consistently

A data layer is a structured object that exposes values to tags independent of page markup.

Why are first-party cookies generally preferred over third-party cookies for analytics?

Answer: They are set on the site's own domain and are less likely to be blocked

First-party cookies are set by the visited domain and face fewer browser restrictions.

What is a key advantage of server-side tagging?

Answer: It gives more control over what data is sent to vendors and reduces client-side load

Server-side tagging routes data through a server container, allowing filtering and reducing browser script weight.

To recognize the same person across multiple devices, which identifier is most reliable?

Answer: A login-based user ID

An authenticated user ID persists across devices, whereas cookie IDs are device-specific.

Which UTM parameter typically identifies the marketing channel type, such as 'email' or 'cpc'?

Answer: utm_medium

utm_medium describes the marketing medium, while utm_source names the specific origin.

What does data sampling mean in an analytics report?

Answer: Calculating results from a subset of the available data

Sampling extrapolates results from a subset when queries exceed processing limits.