Sometimes called a pixel, a tag is a snippet of code website owners can integrate into their websites to gather important marketing data. Instead of writing your own code in JavaScript, you can simply add tags to your website’s code to track all kinds of marketing data, such as conversions and optimization. Then, you access that information via your chosen analytics tool and use it however you like. Google Tag Manager There are three parts involved in how a tag works: Tag: First, you have the tag itself, which might be something like a custom HTML script or a heatmap tracking code. Trigger: Then, you have the trigger, which “fires” the tag and tells it what to do, such as tracking user scroll depth. Variable: Finally, you have the variable, which is any additional information required to ensure the tag is successful. Many marketing companies, including Google Analytics, HubSpot, and Twitter Marketing, offer tags for different purposes. If you need an advertising tag, you might turn to an option that allows you to see where most users click so you can position ads better on your website. The variety of tags available means you can implement several at once to develop your marketing strategy.