Web Analytics Tools & Data Collection Flashcards

What is the primary benefit of using a tag management system (TMS) such as Google Tag Manager?

Answer: Marketers can deploy and update tags without changing site code for each release

A TMS centralizes tag deployment so tags can be added or changed in a container without a developer code release.

What is a data layer in the context of tag management?

Answer: A structured JavaScript object that holds page and user data for tags to read

The data layer is a JavaScript object that passes structured information from the page to the TMS in a consistent way.

How does a tracking pixel (beacon) typically send data to an analytics server?

Answer: By requesting a tiny image or endpoint with data encoded in the request parameters

A beacon is an HTTP request, often for a 1x1 image or collect endpoint, carrying hit data in its query string or body.

Which advantage does server-side tagging provide compared with purely client-side tagging?

Answer: It reduces third-party scripts in the browser and gives more control over data sent to vendors

Server-side tagging moves vendor calls to a server container, reducing page weight and letting you filter or enrich data before forwarding it.

What is the default lifetime of the GA4 _ga cookie?

Answer: 2 years

The _ga cookie that identifies a browser has a default expiration of two years, subject to browser restrictions.

A trigger in a tag manager is used to do what?

Answer: Define the conditions under which a tag fires

Triggers listen for events such as page views or clicks and tell the tag when to fire.

Which tool lets you verify what tags fire on a page before publishing a container?

Answer: Preview (debug) mode

Preview/debug mode shows which tags fired, their triggers and the data layer state before publishing.