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Tag management is becoming an increasingly complicated task with all those retargeting and web analytics tags, to name a few. Even a very simple task, such as putting a Publisher retargeting tag onto an Advertiser website, requires that you contact the webmaster, ask him to add a tag (usually you also need to explain why you need this tag), then check if tag works as it should. And don’t forget – removing a tag after a campaign involves contacting the webmaster once again. So what to do? Most probably the answer is quite clear to you – use a tag management system which allows you to manage any number of tag-based technologies via a single user interface. However, this method is not without obstacles: you need to learn how to use a new system, implement additional tracking links to your ad server so you can track post-campaign activity in the tag management system and, last but not least, it costs money.

Looking beyond the last click is not an easy task. As written in most of marketing material P2C reports can give you a lot of (really!) data. Including cross-channel influence overview, time to conversion analysis, different attribution methods etc. And it sounds good, it really does.
However, the first real report you get can be quite confusing. At the first glance it can look just like an Excel file with many numbers which are impossible (or almost) to understand. So, how to convert data to knowledge? Actually you need to start thinking about final report at the time you request it or even before...