New version of TagMan includes ‘Smart Tag Loading’ features to load tags faster as new survey finds more than 80% of digital marketers are concerned about page-load times

London, UK – TagMan has launched TagMan v3, a new version of its tag management system that includes Smart Tag Loading, an array of features to speed up the loading of tracking tags onto web pages.

The system enables faster websites by loading the third-party tags used to implement and track digital campaigns at the same time rather than sequentially, pre-loading some parts of tags and enabling site-owners to kill tags that take too long.

The launch comes alongside a new a study by TagMan, which found that 81% of digital marketers are concerned or very concerned about page load times and that, while more than 70% of digital marketers are aware that tags slowed down site pages, two-thirds have not taken steps to address the issue.

TagMan has previously reported that tags are among the slowest-loading assets on site pages with one typical form, the iFrame container tag, taking up to ¼-second to load(1). Given most major e-commerce sites have 5 to 7 tags per page(2), this means tracking tags have a radical effect on customer experience and site abandonment rates.

The new Smart Tag Loading features are particularly important for ecommerce, where every second counts. Even a one second delay can cost millions in lost revenue, according to Aberdeen Group(4).

TagMan said online retailers have been actively seeking new ways to accelerate site performance, but until now have been unable to appropriately address issues with third-party tags.

TagMan CEO and founder Paul Cook said: “Our v3 platform addresses a clear market need that is top of mind for every internet retailer. Nobody has been able to address this fully until now. We have completely rethought how we load scripts based on extensive research and over four years of experience deploying over 180 technologies across our global client-base. Better data collection and faster loading websites is the new paradigm for tag management.”

William Beckler, marketing analytics manager at online travel giant Travelocity, a TagMan client, said: “We chose TagMan as our global tag management provider because site performance and flexibility really matter to us. The tag acceleration promise is certainly compelling and we look forwarded to seeing how we can leverage these new techniques, along with the other new TagMan v3 features, across our global properties.”

TagMan said Smart Tag Loading features includes three distinct ways in which the new version of TagMan will enable faster sites:

1. Parallel tag loading – ordinarily tags load onto web pages one at a time, meaning each tag has to wait for the one before to load before it can start loading. TagMan v3 fires tags ‘asynchronously’, meaning they load all at once and independently of each other, radically improving page load times.

2. Synchronous Tag Acceleration – TagMan can preload dependent third party script resources so the page does not have to wait to fetch it when executing a synchronous tag.

3. Tag Killing – Tags that are taking an unacceptable time to load can be timed out from within the browser to ensure the page completes and the user experience is protected.

The survey conducted by TagMan(5) shows that 81% of respondents are concerned or very concerned about page load times, while 60% say they’ve taken some steps to improve site speed but feel they could do more. Additionally, nearly three-quarters (71%) are aware that optimization of third party marketing pixels/tags can hasten page load times, while 35% have actually reduced or removed tags to improve site performance.

TagMan v3 is available now. For more information about Smart Tag Loading visit
(1)Source: TagMan Tag Latency Study, April 2009
(2)Source: The Real Costs of Website Tagging, Sept. 2010
(3)Source: Aberdeen Group, The Performance of Web Applications, November 2008
(4)Source: TagMan Ecommerce Page Load Speed Survey, June 2011

Lindsay O’Gorman

About TagMan
TagMan is the global leader in tag management. Its independent tag management system is used by more than 100+ online retailers to improve technology provider implementation, track all digital campaigns in one place and reward marketing partners more effectively through deduplication and attribution. Find out more at

Published on: 9:00AM on 20th July 2011