Master Tag System for Web Analytics Control
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Solution Overview
Problem
Managing and controlling multiple tags on websites has become unwieldy due to their large number and the complexity of determining which rules to apply to each page for accurate association with a tag management system, leading to difficulties in implementing effective tag management systems, especially in websites with previously placed tags.
Innovation Solution
A master tag system is introduced that identifies and controls other tags on a webpage by communicating with a server for analysis, determining cookie characteristics, and allowing website owners to gain visibility and control over tag-related transactions, including the ability to monitor and alter tag operations, such as blocking malware and adware, and redirecting communications.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Loss of information
If multiple individual tags are placed on each webpage to gather complete analytic data, then data collection completeness is improved, but device complexity and ease of operation deteriorate due to the unwieldy management of numerous tags across large websites
Solution Approach 1:
The patent consolidates multiple individual tags into a single master tag (container tag) that manages all subordinate tags centrally. This master tag serves as a parent container that can dynamically load, unload, and control numerous child tags through a single interface, thereby maintaining complete data collection while dramatically simplifying the management structure from hundreds of individual tag instances to one central managing tag.
Solution Approach 2:
The master tag is designed as a universal container that can manage diverse types of tags (analytics, advertising, social media, etc.) from multiple parties through a single interface. It provides multi-functional capabilities including tag loading, unloading, pausing, resuming, and monitoring, allowing one tag to perform the functions previously requiring dozens of individual tags while maintaining comprehensive data gathering across all tag types.
2Measurement precision
If tags are manually managed on every individual page of a large website, then tag control precision is improved, but productivity and loss of time worsen due to the extensive effort required to add, remove, or update tags across hundreds or thousands of pages
Solution Approach 1:
The patent segments tag management into hierarchical levels: a master tag at the top level that handles global tag control, and subordinate tags at lower levels that execute specific functions. This segmentation allows the master tag to maintain precise control over which tags are active on each page through centralized rules, while eliminating the need to manually configure each individual tag on every page, thus preserving association accuracy while dramatically improving management efficiency.
Solution Approach 2:
The master tag pre-establishes rules and configurations for tag management at the container level before tags are deployed to individual pages. By setting up tag loading criteria, pausing rules, and association logic in advance at the master tag level, the system automatically applies these pre-configured rules across all pages, eliminating the need for manual tag-by-tag configuration on each page while maintaining precise tag-page associations.
3Ease of operation
If a tag management system is implemented to consolidate multiple tags into a single master tag, then ease of operation and device complexity are improved, but difficulty of detecting and measuring worsens due to the challenge of determining which rules to apply to each page for accurate tag association
Solution Approach 1:
The master tag incorporates feedback mechanisms that monitor page characteristics, user behavior, and tag performance in real-time. This feedback loop allows the system to automatically adjust which subordinate tags are loaded on each page based on actual page content and contextual signals, eliminating the need for manual rule configuration. The feedback-driven automation simplifies operation while resolving the complexity of determining appropriate tag associations by using real-time data to make intelligent decisions.
Solution Approach 2:
The master tag system enables self-service tag management where the system automatically determines which rules to apply to each page without requiring external configuration or manual intervention. The master tag autonomously evaluates page characteristics, applies pre-defined or dynamically generated rules, and manages subordinate tag loading and execution automatically. This self-service capability transforms the complex rule-application process into an automated decision-making system that simplifies operation while accurately matching tags to pages.
Data Source
AI summary
In a computing device executing a master tag embedded in a webpage, identifying a first subsequent tag in the webpage; identifying a second subsequent tag called by the first subsequent tag; identifying information collected by one or more of the first and second subsequent tag; identifying a location to which the collected information is sent; and indicating to a user the information collected and the location to which the collected information is sent. In addition, the master tag may determine a number of cookies dropped by the first subsequent tag; determine one or more characteristics of each cookie dropped by the first subsequent tag; and indicate to the user the number of cookies dropped and the one or more characteristics of each cookie dropped.